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.

It's about doing something larger than yourself. It's about serving this world, helping others.

When there are multiple versions of a story, you really have three ways to go. You can pick the most sensational version. You can try to balance things in your gut to get to what you think is the honest truth. Or you can err on the side of kindness.

I actually think Bill Gates is conventionally smarter, even though it's a dumb word, but mental processing power - I've watched him use four different screens, process information, get to the right answer, boom boom boom.

What Einstein was able to do was - to use a cliche - think out of the box.

When you write biographies, whether it's about Ben Franklin or Einstein, you discover something amazing: They are human.

I think that we shouldn't be fixated all the time on the ups and downs of the weekly ratings, of the quarter-hour ratings.