"I'm sorry, it's true. Having children really changes your view on these things. We're born, we live for a brief instant, and we die. It's been happening for a long time. Technology is not changing it much - if at all."

"For the past 33 years, 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."

"If you keep your eye on the profit, you're going to skimp on the product. But if you focus on making really great products, then the profits will follow."

"Focus is saying no to 1,000 good ideas."

"I'd been rejected, but I was still in love, so I decided to start over."

"Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations."

"Things don't have to change the world to be important."

"It is piracy, not overt online music stores, which is our main competitor."

"Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose."

"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?"

"Each year has been so robust with problems and successes and learning experiences and human experienes that a year is a lifetime at Apple. So this has been ten lifetimes."

"Stay hungry, stay foolish."