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

To have your whole music library with you at all times is a quantum leap in listening to music. How do we possibly do this?

My job is not to be easy on people. My job is to take these great people we have and to push them and make them even better.

The web is just going to be one more of those major change factors that businesses face every decade.

Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works.

That's what Walt Disney did, and Hewlett and Packard, and the people who built Intel. They created a company to last, not just to make money. That's what I want Apple to be.

Apple's market share is bigger than BMW's or Mercedes's or Porsche's in the automotive market. What's wrong with being BMW or Mercedes?