"Our DNA is as a consumer company - for that individual customer who's voting thumbs up or thumbs down. That's who we think about. And we think that our job is to take responsibility for the complete user experience. And if it's not up to par, it's our fault, plain and simply."

"It took us three years to build the NeXT computer. If we'd given customers what they said they wanted, we'd have built a computer they'd have been happy with a year after we spoke to them - not something they'd want now."

"Sometimes life hits you in the head with a brick. Don't lose faith."

"If you live each day as if it were your last, someday you'll be right."

"I've always wanted to own and control the primary technology in everything we do."

"I don't think I've ever worked so hard on something, but working on Macintosh was the neatest experience of my life. Almost everyone who worked on it will say that. None of us wanted to release it at the end. It was as though we knew that once it was out of our hands, it wouldn't be ours anymore."

"Technology is nothing. What's important is that you have a faith in people, that they're basically good and smart, and if you give them tools, they'll do wonderful things with them."

"I have a great respect for incremental improvement, and I've done that sort of thing in my life, but I've always been attracted to the more revolutionary changes."

"Quality is more important than quantity. One home run is much better than two doubles."

"I met Woz when I was 13, at a friend's garage. He was about 18. He was, like, the first person I met who knew more electronics than I did at that point. We became good friends, because we shared an interest in computers and we had a sense of humor. We pulled all kinds of pranks together."

"It's not a faith in technology. It's faith in people."

"I think we're having fun. I think our customers really like our products. And we're always trying to do better."

"We're going to be able to ask our computers to monitor things for us, and when certain conditions happen, are triggered, the computers will take certain actions and inform us after the fact."

"That's been one of my mantras - focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it's worth it in the end because once you get there, you can move mountains."

"Everything around you that you call life was made up by people, and you can change it."

"You've baked a really lovely cake, but then you've used dog shit for frosting."

"You can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something - your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life."

"Woz is living his own life now. He hasn't been around Apple for about five years. But what he did will go down in history."

"I learned about serif and san serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can't capture, and I found it fascinating."

"If you haven't found it yet, keep looking. Don't settle. As with all matters of the heart, you'll know when you find it. And, like any great relationship, it just gets better and better as the years roll on."

"Our goal is to make the best devices in the world, not to be the biggest."

"Microsoft has had two goals in the last 10 years. One was to copy the Mac, and the other was to copy Lotus' success in the spreadsheet - basically, the applications business. And over the course of the last 10 years, Microsoft accomplished both of those goals. And now they are completely lost."

"Part of what made the Macintosh great was that the people working on it were musicians, poets, and artists, and zoologists, and historians. They also happened to be the best computer scientists in the world. But if it hadn't been computer science, these people would have been doing amazing things in other fields."

"I think the world's a better place because Bill realized that his goal isn't to be the richest guy in the cemetery, right?"

"I was in the parking lot, with the key in the car, and I thought to myself: If this is my last night on earth, would I rather spend it at a business meeting or with this woman? I ran across the parking lot, asked her if she'd have dinner with me. She said yes, we walked into town, and we've been together ever since."

"No one wants to die. Even people who want to go to heaven don't want to die to get there. And yet 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. It is Life's change agent. It clears out the old to make way for the new."

"A lot of people in our industry haven't had very diverse experiences. So they don't have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one's understanding of the human experience, the better design we will have."

"To turn really interesting ideas and fledgling technologies into a company that can continue to innovate for years, it requires a lot of disciplines."

"There's a temptation in our networked age to think that ideas can be developed by email and iChat. That's crazy. Creativity comes from spontaneous meetings, from random discussions. You run into someone, you ask what they're doing, you say 'wow,' and soon you're cooking up all sorts of ideas."

"A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets."

"Design is not just what it looks like and feels like. Design is how it works."

"Creativity is just connecting things."

"It's not the tools that you have faith in. Tools are just tools. They work, or they don't work. It's people you have faith in or not."

"The only way to do great work is to love what you do."

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

"Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it's worth it in the end because once you get there, you can move mountains."

"Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work."

"I believe life is an intelligent thing: that things aren't random."

"Those who are crazy enough to think they can change the world usually do."

"We believe people with Passion CAN change the World for the Better."

"The over-all point is that new technology will not necessarily replace old technology, but it will date it. By definition. Eventually, it will replace it. But it's like people who had black-and-white TVs when color came out. They eventually decided whether or not the new technology was worth the investment."

"God gave us the senses to let us feel the love in everyone's heart, not the illusions brought about by wealth."

"I think it's brought the world a lot closer together, and will continue to do that. There are downsides to everything; there are unintended consequences to everything. The most corrosive piece of technology that I've ever seen is called television - but then, again, television, at its best, is magnificent."

"Great things in business are never done by one person. They're done by a team of people."

"I don't want to fail, of course. But even though I didn't know how bad things really were, I still had a lot to think about before I said yes. I had to consider the implications for Pixar, for my family, for my reputation. I decided that I didn't really care, because this is what I want to do. If I try my best and fail, well, I've tried my best."

"I'm as proud of many of the things we haven't done as the things we have done. Innovation is saying no to a thousand things."

"These technologies can make life easier, can let us touch people we might not otherwise. You may have a child with a birth defect and be able to get in touch with other parents and support groups, get medical information, the latest experimental drugs. These things can profoundly influence life. I'm not downplaying that."

"We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are."

"Let's go invent tomorrow instead of worrying about what happened yesterday."

"Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service."