We hire people who want to make the best things in the world.

I'm as proud of what we don't do as I am of what we do.

A lot of people think big business in America is a bad thing. I think it's a really good thing. Most people in business are ethical, hard-working, good people. And it's a meritocracy.

Have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.

Things don't have to change the world to be important.

People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I'm actually as proud of the things we haven't done as the things I have done. Innovation is saying no to 1,000 things.

There's nothing that makes my day more than getting an e-mail from some random person in the universe who just bought an iPad over in the UK and tells me the story about how it's the coolest product they've ever brought home in their lives. That's what keeps me going.