"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."

"Computers themselves, and software yet to be developed, will revolutionize the way we learn."

"What is Apple, after all? Apple is about people who think 'outside the box,' people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get a job done."

"Taking LSD was a profound experience, one of the most important things in my life. LSD shows you that there's another side to the coin, and you can't remember it when it wears off, but you know it. It reinforced my sense of what was important-creating great things instead of making money, putting things back into the stream of history and of human consciousness as much as I could."

"Death is the destination we all share, no one has ever escaped it. And that is as it should be because death is very likely the single best invention of life."

"Innovation comes from saying no to 1,000 things."

"But Apple really beats to a different drummer. I used to say that Apple should be the Sony of this business, but in reality, I think Apple should be the Apple of this business."

"One more thing..."

"The people who are doing the work are the moving force behind the Macintosh. My job is to create a space for them, to clear out the rest of the organization and keep it at bay."

"My model for business is The Beatles: They were four guys that kept each others' negative tendencies in check they balanced each other. And the total was greater than the sum of the parts."

"Focusing is about saying No."

"We've demonstrated a strong track record of being very disciplined with the use of our cash. We don't let it burn a hole in our pocket, we don't allow it to motivate us to do stupid acquisitions. And so I think that we'd like to continue to keep our powder dry, because we do feel that there are one or more strategic opportunities in the future."

"Stay hungry stay foolish."

"The design of the Mac wasn't what it looked like, although that was part of it. Primarily, it was how it worked. To design something really well, you have to get it. You have to really grok what it's all about. It takes a passionate commitment to really thoroughly understand something, chew it up, not just quickly swallow it."

"Learn more and Know more."

"Everyone here has the sense that right now is one of those moments when we are influencing the future."

"Don't be trapped by dogma - which is living with the results of other people's thinking."

"Most people have no concept of how an automatic transmission works, yet they know how to drive a car. You don't have to study physics to understand the laws of motion to drive a car. You don't have to understand any of this stuff to use Macintosh."

"We don't get a chance to do that many things, and every one should be really excellent. Because this is our life. Life is brief, and then you die, you know? So this is what we've chosen to do with our life."

"I'm an optimist in the sense that I believe humans are noble and honorable, and some of them are really smart. I have a very optimistic view of individuals."

"Bottom line is, I didn't return to Apple to make a fortune. I've been very lucky in my life and already have one. When I was 25, my net worth was $100 million or so. I decided then that I wasn't going to let it ruin my life. There's no way you could ever spend it all, and I don't view wealth as something that validates my intelligence."

"If you live each day as it was your last, someday you'll most certainly be right."

"Innovation has nothing to do with how many R & D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R & D. It's not about money. It's about the people you have, how you're led, and how much you get it."

"My favorite things in life don't cost any money. It's really clear that the most precious resource we all have is time."

"It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them."

"It doesn't make sense to hire smart people and then tell them what to to , We hire smart people so they can tell us what to do."

"When you're young, you look at television and think, there's a conspiracy. The networks have conspired to dumb us down. But when you get a little older, you realize that's not true. The networks are in business to give people exactly what they want."

"Be a yardstick of quality. Some people aren't used to an environment where excellence is expected."

"You have to be burning with an idea, or a problem, or a wrong that you want to right. If you're not passionate enough from the start, you'll never stick it out."

"I'll always stay connected with Apple. I hope that throughout my life I'll sort of have the thread of my life and the thread of Apple weave in and out of each other, like a tapestry. There may be a few years when I'm not there, but I'll always come back."

"In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains and the sofa. But to me, nothing could be further from the meaning of design."

"We don't get a chance to do that many things, and every one should be really excellent. Because this is our life."

"Creation is messy. You want genius, you get madness; two sides of the same coin."

"And the only way to do great work is to love what you do.... Don't settle."

"The reason that Apple is able to create products like the iPad is because we've always tried to be at the intersection of technology and the liberal arts."

"Stay hungry. Stay foolish."

"It's hard to tell with these Internet startups if they're really interested in building companies or if they're just interested in the money. I can tell you, though: If they don't really want to build a company, they won't luck into it. That's because it's so hard that if you don't have a passion, you'll give up."

"I have looked in the mirror every morning and asked myself: "If today were the last day of my life, would I want to do what I am about to do today?" And whenever the answer has been "No" for too many days in a row, I know I need to change something."

"Innovation distinguishes between a leader and a follower."

"I'm convinced that about half of what separates successful entrepreneurs from the non-successful ones is pure perseverance."

"This is what customers pay us for - to sweat all these details so it's easy and pleasant for them to use our computers. We're supposed to be really good at this. That doesn't mean we don't listen to customers, but it's hard for them to tell you what they want when they've never seen anything remotely like it."

"Your time is limited, so don't waste it living someone else's life."

"Don't let the noise of others' opinions drown out your own inner voice."

"The most compelling reason for most people to buy a computer for the home will be to link it to a nationwide communications network. We're just in the beginning stages of what will be a truly remarkable breakthrough for most people - as remarkable as the telephone."

"Pretty much, Apple and Dell are the only ones in this industry making money. They make it by being Wal-Mart. We make it by innovation."

"We want to reinvent the phone. What's the killer app? The killer app is making calls! It's amazing how hard it is to make calls on most phones. We want to let you use contacts like never before - sync your iPhone with your PC or mac."

"What a computer is to me is the most remarkable tool that we have ever come up with. It's the equivalent of a bicycle for our minds."

"You know, my main reaction to this money thing is that it's humorous, all the attention to it, because it's hardly the most insightful or valuable thing that's happened to me."

"You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new."

"I want to put a ding in the universe."