I was on one of my fruitarian diets" Steve Jobs recalled "I had just comeback from the apple farm. It sounded fun, spirited, and not intimidating. Apple took the edge of the word 'computer', plus it would get us a head of Atari in the phone book. He told Wozniak if a better name did not hit them by the next afternoon, they would just stick with apple and they did. 1 Apr 1976

Ed Woolard, his mentor on the Apple board, pressed Jobs for more than two years to drop the interim in front of his CEO title. Not only was Jobs refusing to commit himself, but he was baffling everyone by taking only $1 a year in pay and no stock options. I make 50 cents for showing up, he liked to joke, and the other 50 cents is based on performance.

If you act like you can do something, then it will work.

On Startups: "I hate it when people call themselves "entrepreneurs" when what they're really trying to do is launch a startup and then sell or go public, so they can cash in and move on.

So that’s our approach. Very simple, and we’re really shooting for Museum of Modern Art quality. The way we’re running the company, the product design, the advertising, it all comes down to this: Let’s make it simple. Really simple.” Apple’s design mantra would remain the one featured on its first brochure: “Simplicity is the ultimate sophistication.

Most innovation comes from people working together, collaborating in teams.

What are the five products you want to focus on? Get rid of the rest, because they’re dragging you down. They’re turning you into Microsoft. They’re causing you to turn out products that are adequate but not great.