You need to have a collaborative hiring process.
We made the buttons on the screen look so good you’ll want to lick them.
My passion has been to build an enduring company where people were motivated to make great products. Everything else was secondary. Sure, it was great to make a profit, because that was what allowed you to make great products. But the products, not the profits were the motivation.
When you first start off trying to solve a problem, the first solutions you come up with are very complex, and most people stop there. But if you keep going, and live with the problem and peel more layers of the onion off, you can often times arrive at some very elegant and simple solutions.
If you are working on something exciting that you really care about, you don’t have to be pushed. The vision pulls you.
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.
Computers themselves, and software yet to be developed, will revolutionize the way we learn.
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.
We limit how much technology our kids use at home.
There are times when you run a marathon and you wonder, Why am I doing this? But you take a drink of water, and around the next bend, you get your wind back, remember the finish line, and keep going.
And it comes from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much. We’re always thinking about new markets we could enter, but it’s only by saying no that you can concentrate on the things that are really important.
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.
Technology alone is not enough.
My favorite things in life don’t cost any money. It’s really clear that the most precious resource we all have is time.
Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.
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.
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.
And no, we don’t know where it will lead. We just know there’s something much bigger than any of us here.
Everyone here has the sense that right now is one of those moments when we are influencing the future.
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.