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The	Business	Wisdom
of
Steve	Jobs
The	Business	Wisdom
of	Steve	Jobs
250	Quotes	from	the
Innovator	Who
Changed	the	World
Edited	by	Alan	Ken	Thomas
Skyhorse	Publishing
Copyright	©	2011	by
Skyhorse	Publishing,	Inc.
All	Rights	Reserved.	No	part
o...
consent	of	the	publisher,
except	in	the	case	of	brief
excerpts	in	critical	reviews	or
articles.	All	inquiries	should
be	ad...
purposes.	Special	editions
can	also	be	created	to
specifications.	For	details,
con-tact	the	Special	Sales
Department,	Skyh...
trademarks	of	Skyhorse
Publishing,	Inc.®,	a
Delaware	corporation.
www.skyhorsepublishing.com
10	9	8	7	6	5	4	3	2	1
Library	...
Printed	in	the	United	States
of	America
Contents
Introduction
On	Beginnings
On	Business
On	Leadership
On	Innovation
On	Everyone	Else
On	Technology
On	Drive
On	Legacy
On	Life
Introduction
Even	in	death,	people	remain
divided	over	Steve	Jobs,	the
co-founder	of	Apple	Inc.	and
known	to	the	world	as	...
whose	impact	on	daily	life	is
immeasurable.	To	others,
Jobs	was	a	false	idol,	the
symbol	of	everything	wrong
with	a	busine...
adopted	and	raised	by	Paul
and	Clara	Jobs,	was	in	fact	a
college	dropout	who	found
his	lack	of	high-er	education
hindering...
Wozniak	and	third	partner
Ronald	Wayne
founded	Apple	in	1976.	A
year	later	the
“Apple	II”	was	released	to
some	success,
bu...
Apple	really	began	the	first
of	two	creative
and	financial	ascensions.
By	all	accounts,	Jobs	was	a
brilliant	but
difficult...
and	the	easier	to	use,	the
better	the	product.
But	his	unorthodox	ideas	and
ambitions
eventually	forced	his
resignation	fr...
He	left	in	1985,	and	given	the
full	his-
tory	of	the	company,	it’s
telling	that	in	his	absence
Apple	began	to	stagnate	in
...
In	the	case	of	Pixar,
originally	a	small
graphic	design	offshoot	of
Lucasfilms,	Jobs
bought	a	$10	million
company	and	sold...
releasing	successful	full-
length	fea-tures	almost	most
every	year	since.
At	NeXT	Computer,	Jobs’
vision	for	the
computer	...
technical	strengths	of	its
hardware	and	software	were
years
ahead	of	its	time,	something
that	even	Apple
recognized,	acqui...
pretty
much	everyone	knows	by
now:	first	came
the	iMac,	with	its	unique
one-piece	design
and	Technicolor	hues.	Then	it
was...
marking	the	new	age	and
format	of	digital
music	sales.	The	iPhone	and
iPad,	elabor-
ating	on	the	iPod’s	idea	of
portabilit...
coming	of	Apple,	Inc.,
something	not	many
people	ever	anticipated	out	of
the	company.
This	book	was	written	and
researched...
iPad	in	the	living	room	and
an
iPod	updating	on	iTunes	in
the	computer’s
background.	Typing	out	that
sentence	and
re-readi...
‘cult	of	Mac.’	But	then	two
things	hit	me:
one,	that	an	extraordinary
amount	of	my	day
is	built	around	products
Steve	Jobs...
technophiles.
It’s	indisputable	that	the
lives	of	people
across	the	world	have
changed	(for	better
or	for	worse	is	an	enti...
computing	experience.	Take
a	full	week	and
start	a	running	tally	on	how
many	hours	you
spend	using	a	computer,
listening	t...
forcefully	in	the	direction	he
wanted
it	to	go.	He	may	not	have
been	the	inventor
of	any	of	the	devices	or
programs	that	h...
standing	and	anticipating
what	people
wanted	before	they	knew	it
even	existed
(there	are	more	than	a	few
quotes	in	this	co...
late	years	of	his	life,	passed
away	in	2011,	at	the	age	of
56.	He	was	as	unique	as	he
was
private,	both	as	an	individual
a...
limited.	But	what
touched	me,	and	hopefully
leave	its	mark	on
you,	is	how	much	he	was	able
to	convey	in
such	a	short	time	...
could	serve	as	a	standalone
piece	of	literat-
ure	itself.
As	many	have	pointed	out,
it’s	rare	that
one	man	represents	the
...
Apple.	Maybe	that’s	why	so
many	took	it
so	person-ally	upon	hearing
the	news	of	his
passing.	It	wasn’t	because	he
was	a	pa...
cause	Apple’s	products	were
perfect	(they
weren’t,	and	you’ll	see	some
of	that	here
too).	Maybe,	just	maybe,	it
was	becaus...
we’re	heading	and	what
we’re	going	to	need
to	get	us	there.	It	could	be
that	we’re	all	sub-
consciously	fan-boys,
whether	...
like	to	think,	ro-mantically,
that	for	the	first	time	in	a
decade	there	was	a	brief	but
unified	moment	as	the
world,	sudde...
“We	started	off	with	a	very
idealistic	perspective—that
doing
something	with	the	highest
qual-
ity,	doing	it	right	the	fir...
ing	to	go	back	and	do	it
again.”
—	Newsweek,	1984
“Silicon	Valley	for	the	most
part	at	that	time	was	still
orch-
ards—apri...
para-
dise.	I	remember	the	air
being
crystal	clear,	where	you
could	see
from	one	end	of	the	valley	to
the
other.”
—On	grow...
Valley	in	the
early	1960s,	Smithsonian
Institution,	1995
“Things	became	much	more
clear	that	they	were	the
results	of
huma...
one’s
environment	that	one	had	no
knowledge	of	their	interiors.
It
gave	a	tremendous	level	of
self-
confidence,	that	throu...
un-
derstand	seemingly	very
complex
things	in	one’s	environment.
My
childhood	was	very	fortunate
in
that	way.”
—Smithsonia...
1995
“When	we	finally	presented
[the	Macintosh	desktop
computer]
at	the	shareholders’	meeting,
everyone	in	the	auditorium
...
incredible	to	me	was	that	I
could
see	the	Mac	team	in	the	first
few
rows.	It	was	as	though	none
of
us	could	believe	we’d
a...
—	Playboy,	1985
“Usually	it	takes	ten	years
and
a	100	million	dollars	to
associate	a
symbol	with	the	name	of	the
com-
pany...
that
we	could	use	without	a	name
to
put	on	the	product?”
—1993	interview	about	the
famous	Apple
logo
“‘I	was	in	the	parkin...
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	meet...
lot,	asked	her	if	she’d	have
dinner
with	me.	She	said	yes,	we
walked
into	town	and	we’ve	been
together
ever	since.’’
—On	m...
York	Times,	1997
“The	people	who	built
Silicon
Valley	were	engineers.	They
learned	business,	they
learned	a
lot	of	differe...
if
they	worked	hard	with	other
cre-
ative,	smart	people,	could
solve
most	of	humankind’s
problems.	I
believe	that	very	muc...
“…one	of	the	things	I	did
when	I	got	back	to	Apple	10
years
ago	was	I	gave	the	museum
to
Stanford	and	all	the	papers
and	a...
said,
let’s	stop	looking	backwards
here.
It’s	all	about	what	happens
tomor-
row.”
—	All	Things	Digital	D5
conference
“From...
at
Apple	we	were,	for	some
incred-
ibly
lucky
reason,
fortunate
enough	to	be	at	the	right
place	at
the	right	time.”
“I	had	dinner	in	Seattle	at
Bill
Gates’	house	a	couple	of
weeks
ago.	We	were	both	remarking
how
...
youngest
guys	in	this	business,	and
now
we’re	the	graybeards.”
“So	we	went	to	Atari	and
said,
‘Hey,	we’ve	got	this	amazing...
your	parts,	and	what	do	you
think
about	funding	us?	Or	we’ll
give
it	to	you.	We	just	want	to	do
it.
Pay	our	salary,	we’ll	...
then	we	went	to	Hewlett-
Packard,
and	they	said,	‘Hey,	we	don’t
need
you.	You	haven’t	got	through
col-
lege	yet.”
“I	think...
Sometimes
that	first	step	is	the	hardest
one,
and	we’ve	just	taken	it.”
“I	was	lucky—I	found	what	I
love	to	do	early	in	li...
Steve
Wozniak]	and	I	very	much
like
Bob	Dylan’s	poetry,	and	we
spent
a	lot	of	time	thinking	about	a
lot
of	that	stuff.	Thi...
You	could	get	LSD	fresh
made
from	Stanford.	You	could
sleep	on
the	beach	at	night	with	your
girl-
friend.	California	has	a...
openness—openness	to	new
pos-
sibilities.”
—	Playboy,	1985
“You	saw	the	1984	commer-
cial.	Macintosh	was	basically
this
re...
pertino,	California,	taking	on
the
goliath,	IBM,	and	saying,
“Wait	a
minute,	your	way	is	wrong.
This
is	not	the	way	we	wan...
want	to	leave.	This	is	not
what
we	want	our	kids	to	be
learning.
This	is	wrong	and	we	are
going
to	show	you	the	right	way	...
tosh	and	it	is	so	much	better.
It’s
going	to	beat	you	and	you’re
go-
ing	to	do	it.’”
—	Smithsonian	Institution,
1995
On	Bu...
customers
what	they	want	and	then	try
to
give	that	to	them.	By	the
time	you
get	it	built,	they’ll	want
something
new.”
—In...
“Quality	is	more	important
than	quantity.	One	home	run
is
much	better	than	two
doubles.”
—	BusinessWeek
“Apple	has	some	tr...
attention,	the	company	could,
could,	could—I’m	searching
for
the	right	word—could,	could
die.”
—	TIME,	1997,	on	his	return...
Apple	is
to	innovate	its	way	out	of	its
cur-
rent	predicament.”
—	Apple	Confidential	2.0:
The	Definitive
History	of	the	Wo...
Linzmayer
“That’s	been	one	of	my	man-
tras—focus
and
simplicity.
Simple	can	be	harder	than
com-
plex:	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	mounta...
“You	can’t	really	predict	ex-
actly	what	will	happen,	but
you
can	feel	the	direction	that
we’re
going.	And	that’s	about	as...
back	and	get	out	of	the	way,
and
these	things	take	on	a	life	of
their
own.”
—	Rolling	Stone,	1994
“We’re	gambling	on	our	v...
than	make	‘me	too’	products.
Let
some	other	companies	do
that.	For
us,	it’s	always	the	next
dream.”
—Interview	for	the	rel...
“Be	a	yardstick	of	quality.
Some	people	aren’t	used	to
an	en-
vironment	where	excellence
is	ex-
pected.”
“If	copyright	die...
property	is	eroded,	then
people
will	stop	investing.	That
hurts
everyone.”
—	Rolling	Stone,	2003
“We’re	not	just	building	...
pany.”
—	Esquire,	1986
“Apple	is	a	company	that
doesn’t	have	the	most
resources
of	everybody	in	the	world.
The
way	we’ve	s...
ing	what	horses	to	ride	really
care-
fully	…	we’re	organized	like
a
startup.	We’re	the	biggest
startup
on	the	planet.”
—	A...
“If	Mercedes	made	a	bicycle
or	a	hamburger	or	a
computer,	I
don’t	think	there’d	be	much
ad-
vantage	in	having	its	logo	on
...
equity	putting	its	name	on	an
automobile,	either.	And	just
be-
cause	the	whole	world	is
going	di-
gital—TV,	audio,	and	all...
wrong	with	just	being	in	the
com-
puter	business.	The	computer
business	is	huge.”
—	Fortune,	1998
“You	need	a	very	product...
logy	company.	Lots	of
companies
have	tons	of	great	engineers
and
smart	people.	But	ultimately,
there
needs	to	be	some
grav...
Otherwise,	you	can	get	great
pieces	of	technology	all
floating
around	the	universe.”
—	Newsweek,	2004
“I	think	the	way	out...
That’s	how	Apple	got	to	its
glory,
and	that’s	how	Apple	could
return
to	it.”
—	Wall	$treet	Week,	1996
“You	can’t	look	back...
I
hadn’t	have	gotten	fired,	I
wish	I
was	there,	I	wish	this,	I	wish
that.
It	doesn’t	matter.	And	so
let’s	go
invent	tomorr...
rying	about	what	happened
yester-
day.”
—	All	Things	Digital	D5
conference,	2007
“The	system	is	that	there	is
no
system.	T...
don’t	have	process.	Apple	is
a
very	disciplined	company,
and	we
have	great	processes.	But
that’s
not	what	it’s	about.	Proc...
—	Newsweek,	2004
“The	subscription	model	of
buying	music	is	bankrupt.	I
think
you	could	make	available	the
Se-
cond	Coming...
success-
ful.”
—	Rolling	Stone,	2003
“I’ve	always	wanted	to	own
and	control	the	primary
techno-
logy	in	everything	we	do.”...
“I	think	if	you	do	something
and	it	turns	out	pretty	good,
then
you	should	go	do	something
else
wonderful,	not	dwell	on	it...
—	MSNBC,	2006
“Just	avoid	holding	it	in	that
way.”
—Personal	email	to	a
customer	with	con-
cerns	over	an	antenna
reception...
dropped	calls	were	caused
when	the	user
grasped	the	product’s	steel-
banded	sides,
2010
“I	used	to	be	the	youngest
guy
in	...
now	I’m	usually	the	oldest.
And
the	older	I	get,	the	more	I’m
con-
vinced	that	motives	make	so
much
difference.”
—	Busines...
one	company	to	do
everything.
Life’s	complex.”
—	All	Things	Digital	D5
conference
“There	are	sneakers	that	cost
more	than	...
“Well,	you	know	us.	We
never
talk	about	future	products.
There
used	to	be	a	saying	at	Apple:
Isn’t
it	funny?	A	ship	that	l...
petuate	that.	So	I	really	can’t
say.”
—On	any	information
regarding	upcoming
iPod	releases,	ABC	News,
2005
“I	don’t	think	...
making	the	best	personal
com-
puters	in	the	world,	and	if	we
can
do	that,	I	think	our	market
share
will	go	up.”
—	CNA,	199...
chosen	to	downsize,	and
maybe
that	was	the	right	thing	for
them.
We	chose	a	different	path.
Our	be-
lief	was	that	if	we	ke...
ers,	they	would	continue	to
open
their	wallets.”
“It	wasn’t	that	Microsoft	was
so	brilliant	or	clever	in
copying
the	Mac,	...
That’s
Apple’s	problem:	Their
differenti-
ation	evaporated.”
“If	I	were	running	Apple,	I
would	milk	the	Macintosh
for	all
...
next	great	thing.	The	PC	wars
are
over.	Done.	Microsoft	won	a
long
time	ago.”
—	Fortune,	1996
“To	turn	really	interesting
...
into	a	company	that	can
continue
to	innovate	for	years,	it
requires	a
lot	of	disciplines.”
“Process	makes	you	more
effi-
c...
“I’ve	also	found	that	the	best
companies	pay	attention	to
aes-
thetics.	They	take	the	extra
time	to
lay	out	grids	and	prop...
off	for	them.	I	mean,	beyond
the
functional	benefits,	the
aesthetic
communicates	something
about
how	they	think	of
themsel...
eering,	how	they	run	their
com-
pany,	stuff	like	that.”
—	Inc.	,	1989
“Customers	think	the	price	is
really	good	where	it	i...
to
compete
with
pir-
acy—we’re	trying	to	pull
people
away	from	piracy	and	say,
‘You
can	buy	these	songs	legally
for	a
fair	price.’	But	if	the	price
goes
up	a	lot,	they’ll	go	back	to
piracy.
Then,	everybody	...
Everybody
wants	HD.”
—Apple	Special	Event
keynote,	2010
“In	business,	if	I	knew	earlier
what	I	know	now,	I’d	have
prob-
ab...
than	I	did,	but	I	also
would’ve
probably	done	some	other
things	a
lot	worse.	But	so	what?	It’s
more
important	to	be	engage...
—	Fortune,	1998
“If	I	give	you	20	bricks,	you
could	lay	them	all	on	the
ground
and	you’d	have	20	bricks	on
the
ground.	Or	...
build-
ing	a	wall.”
“We	hire	people	who	want	to
make	the	best	things	in	the
world.”
“Technology
is
nothing.
What’s	important	is	that	you
have
a	faith	in	people,	that	they’re
ba-
sically	good	and	smart,	and	if
you
give	them	tools,	...
—	Rolling	Stone,	1994
“And	boy,	have	we	patented
it!”
—Introducing	the	iPhone,
Macworld	2007
“Do	your	best	at	every	job.
D...
more	success	so	be	hungry
for	it.
Hire	good	people	with	a
passion
for	excellence.”
“You	make	some	of	the	best
products	in	...
rid	of
the	crappy	stuff.”
—As	said	to	Nike
“…there	were	too	many
people	at	Apple	and	in	the
Apple
ecosystem	playing	the	ga...
for	Apple	to	win,	Microsoft
has
to	lose.	And	it	was	clear	that
you
didn’t	have	to	play	that	game
be-
cause	Apple	wasn’t	go...
beat	Microsoft.	Apple	had	to
re-
member	who	Apple	was
because
they’d	forgotten	who	Apple
was.”
—	All	Things	Digital	D5
con...
“My	job	is	to	not	be	easy	on
people.	My	job	is	to	make
them
better.”
“When	I	hire	somebody
really
senior,	competence	is	th...
But
the	real	issue	for	me	is,	Are
they
going	to	fall	in	love	with
Apple?
Because	if	they	fall	in	love
with
Apple,	everythi...
care	of	itself.”
—	Fortune,	2008
“This	is	not	a	one-man
show.”
—	BusinessWeek,	1998
“My	number	one	job	here	at
Apple	is	to...
100	people	are	A+	players.
And
everything	else	will	take	care
of
itself.”
—	TIME,	1999
“I’m	a	very	big	believer	in
equal	o...
equal	outcome.	I	don’t
believe	in
equal	outcome	because
unfortu-
nately	life’s	not	like	that.	It
would
be	a	pretty	boring	...
“We	all	tend	to	reduce	reality
to	symbols,	but	Superman
went
out	a	long	time	ago.	The	way
you
accomplish	anything
signific...
“My	model	for	business	is
The
Beatles.	They	were	four	guys
who
kept	each	other’s	kind	of
negative
tendencies	in	check.	The...
greater	than	the	sum	of	the
parts.
That’s	how	I	see	business:
great
things	in	business	are	never
done
by	one	person,	they’...
—	60	Minutes,	2003
“I	know	people	like	symbols,
but	it’s	always	unsettling
when
people	write	stories	about
me,	be-
cause	t...
—	TIME,	1999
“Some	people	say,	‘Oh,	God,
if	Jobs	got	run	over	by	a	bus,
Apple	would	be	in	trouble.’
And,
you	know,	I	think...
people	at	Apple.	And	the
board
would	have	some	good
choices
about	who	to	pick	as	CEO.”
—	Fortune,	2008
“The	people	who	are...
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.”...
in	my	life,	I	think	the	things
we
do	now	at	Pixar,	these	are
team
sports.	They	are	not
something
one	person	does.”
—	Charl...
“Innovation
distinguishes
between	a	leader	and	a
follower.”
“Every	once	in	a	while	a	re-
volutionary	product	comes
along
t...
fortunate	if	you	can	work	on
just
one	of	these	in	your	career…
.
Apple’s	been	very	fortunate
in
that	it’s	introduced	a	few...
release	of	the
iPhone,	2007
“Everyone	wants	a	MacBook
Pro	because	they	are	so
bitchin’.”
—Apple	shareholder
meeting,	2006
...
advance	in	animation	since
Walt
Disney	started	it	all	with	the
re-
lease	of	Snow	White	50	years
ago.”
—	Fortune,	1995,	on	...
computer
for	$1,299,	not	last	year’s
com-
puter	for	$999.”
—Introducing	the	first	iMac
computer,
1998
“It’s	not	about	pop	...
and	it’s	not	about	fooling
people,
and	it’s	not	about	convincing
people	that	they	want
something
they	don’t.	We	figure	out...
“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	t...
“What	we	want	to	do	is	make
a	leapfrog	product	that	is	way
smarter	than	any	mobile
device
has	ever	been,	and	super-easy
to...
the
phone.”
“Innovation	has	nothing	to	do
with	how	many	R&D	dollars
you
have.	When	Apple	came	up
with
the	Mac,	IBM	was	spe...
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...
Let’s
make	a	great	phone	that	we
fall	in
love	with.”
“The	broader	one’s	under-
standing	of	the	human
experience,
the	bette...
“Creativity	is	just	connecting
things.	When	you	ask
creative
people	how	they	did
something,
they	feel	a	little	guilty
beca...
saw	something.	It	seemed
obvious
to	them	after	a	while.	That’s
be-
cause	they	were	able	to
connect
experiences	they’ve	had...
—1996
“And
[innovation]
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...
really	important.”
—	BusinessWeek,	2004
“Take	desktop	video	editing.
I	never	got	one	request	from
someone	who	wanted	to	ed...
‘Oh
my	God,	that’s	great!’”
—	Fortune,	2000
“It’s	rare	that	you	see	an
artist
in	his	30s	or	40s	able	to
really
contribute	...
—	Playboy,	1985
“People	think	it’s	this	veneer
-—that	the	designers	are
handed
this	box	and	told,	‘Make	it
look
good!’	Tha...
looks
like	and	feels	like.	Design	is
how
it	works.’’
—	The	New	York	Times,	2003
“The	products	suck!	There’s
no	sex	in	them...
before	his	re-
turn,	BusinessWeek,	1997
“You	know,	you	keep	on	in-
novating,	you	keep	on
making
better	stuff.	And	if	you
a...
you	have	to	buy	a	new	iPod
at
least	once	a	year.”
—	MSNBC,	2006
“We’re	trying	to	make	great
products	for	people,	and	we
at...
victions	to	say	‘We	don’t
think
this	is	part	of	what	makes	a
great
product,	we’re	going	to	leave
it
out.’	That’s	what	a	lo...
—	All	Things	Digital,	2010
“When	you’re	a	carpenter
making	a	beautiful	chest	of
draw-
ers,	you’re	not	going	to	use	a
piece...
nobody	will	ever	see	it.
You’ll
know	it’s	there,	so	you’re
going
to	use	a	beautiful	piece	of
wood
on	the	back.	For	you	to	...
has	to	be	carried	all	the	way
through.”
—1985
“…innovation	comes	from
people	meeting	up	in	the
hallways
or	calling	each	ot...
night	with	a	new	idea,	or
because
they	realized	something	that
shoots	holes	in	how	we’ve
been
thinking	about	a	problem.”
—...
If	you	want	to	live	your	life
in
a	creative	way,	as	an	artist,
you
have	to	not	look	back	too
much.
You	have	to	be	willing	...
ever	you	were	and	throw
them
away.”
—	Playboy,	1985
“We	cook	up	new	products.
You	never	really	know	if
people
will	love	th...
The	most	exciting	thing	is
you
have	butterflies	in	your
stomach
in	the	days	leading	up	to
these
events.”
—	CNBC,	2007
“Som...
ate,	you	make	mistakes.	It	is
best
to	admit	them	quickly,	and
get	on
with	improving	your	other
innov-
ations.”
“Take	the	i...
this
iPhone	until	way	too	close	to
the
introduction	to	ever	change
it.
And	I	came	in	one	Monday
morn-
ing,	I	said,	‘I	just...
I	can’t	convince	myself	to
fall	in
love	with	this.	And	this	is	the
most
important	product	we’ve	ever
done.’	And	we	pushed	...
“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.”
“The	reason	we	wouldn’t
make	a	seven-inch	tablet
isn’t	be-
cause	we	don’t	want	to	hit	a
price
point,	it’s	because	we	don’t
think
you	can	make	a	great	tablet
with	a
seven-inch	screen...
Air
and	the	reason	is	that	not
only	do
we	control	the	hardware,	but
we
control	the	operating	system.
And
it	is	the	intimat...
and
the	hardware	that	allows	us
to	do
that.	There	is	no	intimate
interac-
tion	between	Windows	and	a
Dell
notebook.”
“You‘...
customer	experience	and
work
back	toward	the	technology
—not
the	other	way	around.”
—	Apple	Worldwide
Developers	Conferenc...
has	vir-
tually	ceased.	Microsoft
domin-
ates	with	very	little
innovation.
That’s	over.	Apple	lost.	The
desktop	market	has...
be	in
the	dark	ages	for	the	next	10
years,	or	certainly	for	the	rest
of
this	decade.”
—	Wired,	1996
“There’s	an	old	Wayne	...
to
where	the	puck	is	going	to
be,	not
where	it	has	been.’	And
we’ve	al-
ways	tried	to	do	that	at
Apple.
Since	the	very	ver...
And	we	always	will.”
“You	know,	I’ve	got	a	plan
that	could	rescue	Apple.	I
can’t
say	any	more	than	that	it’s
the	per-
fect...
there	will	listen	to	me	…”
—	Fortune,	1995
“They	really	thought	the	pro-
cess	through.	They	did	such	a
great	job	designing...
them	than	I	have	out	of	any
piece
of	high	tech	in	years.”
—On	Miele,	a	Germany-
based	manufac-
turer	of	high-end	domestic
...
away
and	you	lose	‘em.	Yuck.
Nobody
wants	a	stylus.”
On	Everyone	Else
“The	only	problem	with	Mi-
crosoft	is	they	just	have...
they	have	absolutely	no
taste…	.	I
guess	I	am	saddened,	not	by
Mi-
crosoft’s	success—I	have	no
prob-
lem	with	their	succes...
part.	I	have	a	problem	with
the
fact	that	they	just	make
really
third-rate	products.”
—PBS	Documentary,
Triumph	of	the	Ner...
I
never	should	have	said	it	in
pub-
lic.”
—On	apologizing	to	Bill
Gates	for	dispar-
aging	Microsoft	in	a
documentary,	The	...
“Nobody	has	tried	to	swallow
us	since	I’ve	been	here.	I
think
they	are	afraid	how	we	would
taste.”
—	BusinessWeek,	1998
“W...
in	a
garage	can	blow	away	what
200
people	at	Microsoft	can	do”
“Bill	Gates‘d	be	a	broader
guy
if	he	had	dropped	acid	once
...
he
was	younger.”
—	The	New	York	Times,	1997
“Unfortunately,	people	are
not
rebelling	against	Microsoft.
They
don’t	know	an...
—	Rolling	Stone,	1994
“I’ve	seen	the
demonstrations
on	the	Internet	about	how
you	can
find	another	person	using	a
Zune
and...
play	three	times.	It	takes
forever.
By	the	time	you’ve	gone
through
all	that,	the	girl’s	got	up	and
left!
You’re	much	bett...
in	her	ear.	Then	you’re
connected
with	about	two	feet	of
headphone
cable.”
—On	competition	between
the	iPod	and
Microsoft’...
“The	problem	with	the	Inter-
net	startup	craze	isn’t	that
too
many	people	are	starting
compan-
ies;	it’s	that	too	many	peo...
cause	there	are	many
moments
that	are	filled	with	despair
and
agony,	when	you	have	to	fire
people	and	cancel	things	and
de...
who	you
are	and	what	your	values
are.”
—	Fortune,	2000
“It’s	like	giving	a	glass	of	ice
water	to	somebody	in	hell!”
—On	iT...
ware	developers	for
Windows	OS,	All	Things
Digital,	2007
“They	are	shamelessly	copy-
ing	us.”
—On	the	development	of
Micro...
“They’re	all	putting	their
dumb	controls	in	the	shape	of
a
circle,	to	fool	the	consumer
into
thinking	it’s	a	wheel	like
ou...
They’re	trying	to	copy	the
ver-
nacular	without
understanding
it.’’
—On	companies	making
iPod	lookalikes,
The	New	York	Tim...
along	and	Napster	came
along,
people	in	the	music	business
didn’t	know	what	to	make	of
the
changes.	A	lot	of	these	folks
d...
what
Napster	was	for	a	few	years.
They
were	pretty	doggone	slow	to
react.
Matter	of	fact,	they	still
haven’t
really	reacte...
“The	engineering	is	long
gone
in	most	PC	companies.	In	the
con-
sumer	electronics	companies,
they
don’t	understand	the	sof...
make	the	products	that	you
can
make	at	Apple	anywhere	else
right	now.	Apple’s	the	only
com-
pany	that	has	everything
under...
“So	when	these	people	sell
out,	even	though	they	get
fab-
ulously	rich,	they’re	gypping
themselves	out	of	one	of	the
po-
t...
Without	it,	they	may	never
know
their	values	or	how	to	keep
their
newfound	wealth	in
perspective.”
“Pretty	much,	Apple	and...
making	money.	They	make	it
by
being	Wal-Mart.	We	make	it
by
innovation.”
“This	is	a	story	that’s	amaz-
ing.	It’s	got	theft...
extortion.
I’m	sure	it’s	got	sex	in	there
some-
where.	Somebody	should
make	a
movie	out	of	this!”
—On	the	circumstances
su...
discovered	in	a
bar	and	published	in	an
online	technology
blog,	Gizmodo,	All	Things
Digital,	2010
“Our	friends	up	north	sp...
all
they	seem	to	do	is	copy
Google
and	Apple.”
—On	Microsoft,	Apple
Worldwide	Developer’s
Conference,	2006
“Japan’s
very
interesting.
Some	people	think	it	copies
things.	I	don’t	think	that
anymore.
I	think	what	they	do	is
reinvent
things.	They...
and
study	it	until	they	thoroughly
un-
derstand	it.	In	some	cases,
they
understand	it	better	than	the
ori-
ginal	inventor....
in	the	last	10	years.	One	was
to
copy	the	Mac,	and	the	other
was
to	copy	Lotus’	success	in	the
spreadsheet—basically,	the
...
course	of	the	last	10	years,
Mi-
crosoft	accomplished	both	of
those	goals.	And	now	they
are
completely	lost.”
“Bill	built	...
think	he	built	the	first
software
company	before	anybody
really	in
our	industry	knew	what	a
software
company	was,	except	f...
was	really	huge.”
—On	Bill	Gates,	All	Things
Digital	D5	conference
“You	think	I’m	an	arrogant
[expletive]	who	thinks	he’s
...
facts
wrong.”
—To	New	York	Times
reporter	who	asked	about
Jobs’	health,	2008
“It’s	like	when	IBM	drove	a
lot	of	innovation...
micro-
processor	came	along.
Eventually,
Microsoft	will	crumble
because	of
complacency,	and	maybe
some
new	things	will	gro...
that	happens,	until	there’s
some
fundamental	technology
shift,	it’s
just	over.”
—	Wired,	1996
On	Technology
“The	Web	is	no...
change	the	world,	certainly
not	in
the	next	10	years.	It’s	going
to
augment	the	world.”
—	Wired,	1996
“For	me,	the	most	ex...
ternet,	and	part	of	the	reason
for
that	is	no	one	owns	it.	It’s	a
free
for	all,	it’s	much	like	the
early
days	of	the	perso...
“It’ll	make	your	jaw	drop.”
—On	the	first	NeXT
computer,	The	New	York
Times,	1989
“Computers	are	the	first
thing
to	come	a...
endlessly,	without
judgment.”
—	Playboy,	1985
“I	think	humans	are	basically
tool	builders,	and	the
computer	is
the	most	re...
—	Inc.	,	1989
“I	love	things	that	level	hier-
archy,	that	bring	the
individual	up
to	the	same	level	as	an
organiz-
ation,	...
with
much	greater	resources.	And
the
Web	and	the	Internet	do	that.
It’s	a
very	profound	thing.”
—	Wired,	1996
“A	computer	...
credible	tool	we’ve	ever
seen.	It
can	be	a	writing	tool,	a
commu-
nications	center,	a
supercalculator,
a	planner,	a	filer	...
given	new	instructions,	or
soft-
ware,	to	work	from.	There
are	no
other	tools	that	have	the
power
and	versatility	of	a
com...
“Older	people	sit	down	and
ask,	‘What	is	it?’	but	the	boy
asks,
‘What	can	I	do	with	it?’”
“I	think	humans	are	basically
to...
ever	built.	The	big	insight	a
lot	of
us	had	in	the	1970s	had	to	do
with
the	importance	of	putting
that	tool
in	the	hands	o...
where	everything’s	a
computer	in
a	different	form	factor.	So
what,
right?	So	what	if	it’s	built
with	a
computer	inside	it?...
use	it?	You	know,	how	does
the
consumer	approach	it?	And
so
who	cares	what’s	inside	it
any-
more?”
—	All	Things	Digital	D5...
“There	are	no	other	tools	that
have	the	power	and
versatility	of
a	computer.	We	have	no	idea
how
far	it’s	going	to	go.”
—	...
a	lot	closer	together,	and	will
con-
tinue	to	do	that.	There	are
down-
sides	to	everything;	there	are
un-
intended
consequ...
everything.	The	most
corrosive
piece	of	technology	that	I’ve
ever
seen	is	called	television—but
then,	again,	television,	a...
“The	most	exciting	things
happening	today	are	objects
and
the	Web.	The	Web	is	exciting
for
two	reasons.	One,	it’s
ubiquito...
where.	And	anything	that’s
ubi-
quitous	gets	interesting.	Two,
I
don’t	think	Microsoft	will
figure
out	a	way	to	own	it.	Th...
that	will	create	a	place	where
there	isn’t	this	dark	cloud	of
dom-
inance.”
—	Wired,	1996
“If	you	look	at	things	I’ve
done...
ment	of	democratizing.	The
Web
is	an	incredible	democratizer.
A
small	company	can	look	as
large
as	a	big	company	and	be	as...
Web.	Big	companies	spend
hun-
dreds	of	millions	of	dollars
build-
ing	their	distribution
channels.
And	the	Web	is	going	to...
—	Wired,	1996
“The	Apple	II	peeled	off	the
hardware	layer.	You	didn’t
need	to
know	about	the	hardware	to
use	a
computer.	T...
to	the
Macintosh,	which	peeled	off
the
computer-literacy	layer,	if
you
will.	In	other	words,	you
didn’t
have	to	be	a	hacke...
scientist	to	use	one	of	these.”
—	Inc.	,	1989
“We	think	basically	you
watch
television	to	turn	your	brain
off,
and	you	wor...
brain
on.”
—	Macworld,	2004
“What	we	can	put	in	a	com-
puter	for	$1000	is	just	mind-
blow-
ing.”
“Computers	themselves,	and
software	yet	to	be	developed,
will
revolutionize	the	way	we
learn.”
“It	takes	these	very	simple-
minded	instructions—Go
fe...
the	result	there,	perceive	if
it’s
greater	than	this	other	num-
ber’—but	executes	them	at	a
rate
of,	let’s	say,	1,000,000	...
ults	appear	to	be	magic.”
—Explaining	the	first
computers
“What	a	computer	is	to	me	is
the	most	remarkable	tool	that
we
ha...
our
minds.”
—	Memory	and	Imagination:
New	Pathways	to	the	Library
of	Congress	(1991)
“You’ll	see	more	and	more
perfection	...
go-
ing	to	be	computer	as	a	guide
or
agent.”
“The	most	compelling	reason
for	most	people	to	buy	a
computer
for	the	home	wi...
a	nationwide
communications
network.	We’re	just	in	the
begin-
ning	stages	of	what	will	be	a
truly
remarkable	breakthrough	...
telephone.”
“These	technologies	can
make
life	easier,	can	let	us	touch
people
we	might	not	otherwise.	You
may
have	a	child...
and	be	able	to	get	in	touch
with
other	parents	and	support
groups,
get	medical	information,	the
latest
experimental	drugs....
not	downplaying	that.”
On	Drive
“There’s	a	very	strong	DNA
within	Apple,	and	that’s
about
taking	state-of-the-art
technolo...
—	The	Guardian,	2005
“Because	I’m	the	CEO,	and	I
think	it	can	be	done.”
—On	why	he	chose	to
override	engineers
who	thought...
thing	intensely	over	a	period
of
time,	you	have	to	give	up
other
lives	you	could	be	living.
You
have	to	have	a	real	single...
to	get	anything	significant
accom-
plished.	Especially	if	the
desire	is
not	to	be	a	businessman,	but
to	be
a	creative	pers...
this
industry	who	can	do	it,	and
that’s
what	we’re	about.”
“Our	goal	is	to	make	the	best
devices	in	the	world,	not	to
be	t...
—Conference	call	with
analysts,	2010
“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	exper...
plain	and	simply.”
“We	believe	that	customers
are	smart,	and	want	objects
which
are	well	thought	through.”
“Remembering	th...
to	avoid	the	trap	of	thinking
you
have	something	to	lose.	You
are
already	naked.	There	is	no
reason
not	to	follow	your	hea...
of	what	separates	the
successful
entrepreneurs	from	the	non-
suc-
cessful	ones	is	pure	persever-
ance.”
“If	they	keep	on	r...
Picasso	were	always	risking
fail-
ure.”
“Leonardo	da	Vinci	was	a
great	artist	and	a	great
scientist.
Michelangelo	knew	a
t...
stone	at
the	quarry.	The	finest	dozen
com-
puter	scientists	I	know	are	all
mu-
sicians.”
“I	have	a	great	respect	for	in-
c...
done	that	sort	of	thing	in	my
life,
but	I’ve	always	been
attracted	to
the	more	revolutionary
changes.	I
don’t	know	why.	Be...
ful	emotionally.	And	you
usually
go	through	a	period	where
every-
body	tells	you	that	you’ve
com-
pletely	failed.”
“We	don...
one
should	be	really	excellent.
Be-
cause	this	is	our	life.	Life	is
brief,
and	then	you	die	…	And
we’ve	all
chosen	to	do	t...
So	it	better	be	damn	good.	It
better
be	worth	it.”
—	Fortune
“We	want	to	stand	at	the
inter-
section	of	computers	and
huma...
“Why	music?	Well,	we	love
music	and	it’s	always	good	to
do
something	you	love.”
—Introducing	the	first	iPod,
2001
“We	thin...
Mac	for	anybody	else.	We
built	it
for	ourselves.”
“We’re	still	heavily	into	the
box.	We	love	the	box.	[…]	I
still
spend	a	...
al-
ways	be	a	primal	thing	for
Apple.
But	the	user	experience	is
what
we	care	about	most,	and
we’re	ex-
panding	that	exper...
the	box	by	making	better	use
of
the	Internet.”
—	Fortune,	2000
“The	worst	thing	that	could
possibly	happen	as	we	get	big
a...
in	the	world	is	if	we	change
our
core	values	and	start	letting	it
slide.	I	can’t	do	that.	I’d
rather
quit.	We	have	the	sam...
should	have
gone	after	Gizmodo,	All
Things	Digital,	2010
“My	position	coming	back	to
Apple	was	that	our	industry
was
in	a	...
cars	were	boats	on	wheels.”
“I	think	I	have	five	more
great
products	in	me.”
—	Esquire,	1986
“Everyone	here	has	the	sense
...
ments	when	we	are
influencing
the	future.”
“People	say	you	have	to	have
a	lot	of	passion	for	what
you’re
doing	and	it’s	to...
that
if	you	don’t,	any	rational
person
would	give	up.”
—	All	Things	Digital	D5
conference,	2007
“I’m	convinced	that	about
...
successful
entrepreneurs	from	the	non-
suc-
cessful	ones	is	pure
perseverance.
It	is	so	hard.	You	put	so
much	of
your	life...
Smithsonian	Awards,	1995
“You’ve	got	to	be	careful
choosing	what	you’re	going
to	do.
Once	you	pick	something	you
really	ca...
kind	of	forget	about	it	and
just
work	at	it.	The	dedication
comes
naturally.”
—	Fortune,	1998
“We’re	just	enthusiastic
abo...
“It’s	hard	to	tell	with	these
In-
ternet	startups	if	they’re
really	in-
terested	in	building
companies	or
if	they’re	just	...
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	p...
—	Fortune,	2000
On	Legacy
“It	will	go	down	in	history	as
a	turning	point	for	the	music
in-
dustry.	This	is	landmark
stuff....
—On	the	iPod	and	the	iTunes
music	store,
Fortune,	2003
“Pixar	is	making	art	for	the
ages.	Kids	will	be	watching
Toy	St-
or...
to
continually	improve	things
and
stay	ahead	of	the
competition.”
—	TIME,	1999
“Being	the	richest	man	in	the
cemetery	does...
Going	to	bed	at	night	saying
we’ve	done	something
wonderful
…	that’s	what	matters	to
me.”
—	The	Wall	Street	Journal,
1993
...
with	problems	and	successes
and
learning	experiences	and
human
experiences	that	a	year	is	a
life-
time	at	Apple.”
“Pixar	i...
creative
company;
Apple	is	the	most	creatively
ad-
vanced	technical	company.”
—	Fortune,	2005
“That’s	why	I	love	what	we
d...
they’re	constantly	surprising
us.”
—	All	Things	Digital,	2007
“We	used	to	dream	about	this
stuff.	Now	we	get	to	build	it.
...
Conference,	2004
“Things	don’t	have	to	change
the	world	to	be	important.”
—	Wired,	2006
“And	no,	we	don’t	know
where	it	wi...
bigger
than	any	of	us	here.”
“Apple	really	beats	to	a	dif-
ferent	drummer.	I	used	to	say
that
Apple	should	be	the	Sony	of
...
Apple	should	be	the	Apple	of
this
business.”
—	BusinessWeek,	1998
“We	are	guilty	as	charged	of
making
mistakes,
because
nobody’s	ever	done	this
before.”
—On	Apple’s	App	Store’s
policy	for	rejec-
tion,	All	Things	Digital	D8
interview
“Apple	is...
major	products.	I	don’t	know
if
that’s	ever	been	done
before.”
“If	you	go	out	and	ask	people
what’s	wrong	with	computers
t...
zillion	cables	coming	out	of
the
back,	they’re	really	big	and
noisy,
they’re	really	ugly,	and	they
take
forever	to	get	on	...
problems	with	products	like
the
iMac.”
—	CNA,	1999
“The	buying	experience	and
ownership	experience	of
owning
a	Mac	is	mayb...
product	I	know.”
—	CNBC,	2006
“It	took	us	three	years	to
build
the	NeXT	computer.	If	we’d
given
customers	what	they	said
t...
com-
puter	they’d	have	been	happy
with
a	year	after	we	spoke	to
them—not	something	they’d
want
now.”
“That	same	innovation...
same	engineering,	that	same
talent
applied	where	we	don’t	run
up
against	the	fact	that
Microsoft	got
this	monopoly,	and	bo...
—On	the	iPod’s	success
“I	don’t	think	that	people
have
special	responsibilities	just
be-
cause	they’ve	done
something	that...
think	the	work	speaks	for
itself.”
—	Smithsonian	Institution,
1995
“Apple’s	market	share	is	big-
ger	than	BMW’s	or
Mercede...
ket.	What’s	wrong	with	being
BMW	or	Mercedes?”
“I	get	asked	a	lot	why
Apple’s
customers	are	so	loyal.	It’s
not	be-
cause	t...
“I’m	as	proud	of	what	we
don’t	do	as	I	am	of	what	we
do.”
—	BusinessWeek
“Most	people	have	no
concept
of	how	an	automatic
...
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...
stuff	to	use	Macintosh.”
“Now,	we	are	selling	over	5
million	songs	a	day	now.
Isn’t	that
unbelievable?	That’s	58
songs
eve...
“So	let’s	not	use	a	stylus.
We’re	going	to	use	the	best
point-
ing	device	in	the	world.
We’re	go-
ing	to	use	a	pointing	de...
ten	of	them.	We’re	going	to
use
our	fingers.	We’re	going	to
touch
this	with	our	fingers.	And	we
have
invented	a	new	techno...
al.	It	works	like	magic.”
“Picasso	had	a	saying:	‘Good
artists	copy,	great	artists
steal.’	We
have	always	been	shameless
a...
great
was	that	the	people	working
on	it
were	musicians,	poets,
artists,	zo-
ologists	and	historians	who
also
happened	to	b...
scientists	in	the	world.”
—Interview,	1994
“There’s	nothing	that	makes
my	day	more	than	getting	an
e-
mail	from	some	rando...
iPad	over	in	the	UK	and	tells
me
the	story	about	how	it’s	the
coolest	product	they’ve	ever
brought	home	in	their	lives.
Th...
turns
out
many
products—a	dozen	a	year;	if
you
count	all	the	minor	ones,
probably
a	hundred.	Pixar	is	striving	to
turn
out	one	a	year.	But	the
converse
of	that	is	that	Pixar’s
products	will
still	be	used	fifty	years	from
now,
whereas	I	don’t...
market	this	year	fifty	years
from
now.”
—	TIME,	1999
“John	Sculley	ruined	Apple
and	he	ruined	it	by	bringing	a
set
of	valu...
which	were	corrupt	and
corrupted
some	of	the	top	people	who
were
there,	drove	out	some	of	the
ones
who	were	not	corruptibl...
paid	themselves	collectively
tens
of	millions	of	dollars	and
cared
more	about	their	own	glory
and
wealth	than	they	did	abo...
Apple
in
the
first
place—which	was	making
great
computers	for	people	to	use.”
—	Computerworld
Smithsonian	Awards
Program,	1995
“We’ve	gone	through	the	op-
erating	system	and	looked	at
everything	and	asked	how
can	we
...
“We	made	the	buttons	on	the
screen	look	so	good	you’ll
want	to
lick	them.”
—	Fortune,	2000
“Click.	Boom.	Amazing!”
—	Macwo...
“I’ve	had	lots	of	girlfriends.
But	the	greatest	high	in	my
life
was	the	day	we	introduced
the
Macintosh.”
—	Esquire,	1986
...
“I	would	trade	all	of	my	tech-
nology	for	an	afternoon	with
So-
crates.”
—	Newsweek,	2001
“Your	time	is	limited,	so
don’t
...
…	Don’t	let	the	noise	of
other’s
opinions	drown	out	your	own
in-
ner	voice.	And	most
important,
have	the	courage	to	follow...
how	already	know	what	you
truly
want	to	become.”
—Stanford	University
commencement	ad-
dress,	2005
“It’s	more	fun	to	be	a	...
—	Odyssey:	Pepsi	to	Apple,
1982
“You	can	tell	a	lot	about	a
per-
son	by	who	his	or	her	heroes
are.”
—	BusinessWeek,	2004
“...
change	the	world,	are	the
ones
who	do.”
—“Think	Different”
promotional	video	by
Apple,	1997
“I’m	the	only	person	I	know
th...
dollars	in	one	year…	.	It’s
very
character-building.”
—	Apple	Confidential	2.0:
The	Definitive	History	of	the
World’s	Most...
lose
faith.”
‘’Just	to	try	to	be	as	good	a
father	to	them	as	my	father
was	to
me.	I	think	about	that	every
day	of
my	life....
—On	raising	his	children,
The	New	York	Times,	1997
“I	make	fifty	cents	for	show-
ing	up	…	and	the	other	fifty
cents
is	bas...
annual	salary	of	$1
“You	have	no	reason	not	to
follow	your	heart.”
“When	I	stand	before	God	at
the	end	of	my	life	I	would
...
of	talent	left,	and	could	say,	I
used
everything	you	gave	me.”
“I	was	worth	about	over	a
mil-
lion	dollars	when	I	was
twen...
when	I	was	twenty-four,	and
over
a	hundred	million	dollars
when	I
was	twenty-five	and	it	wasn’t
that
important	because	I	n...
—	Triumph	of	the	Nerds,
1996
“The	only	way	to	do	great
work	is	to	love	what	you	do.
If
you	haven’t	found	it	yet,
keep
look...
matters	of	the	heart,	you’ll
know
when	you	find	it.”
—Stanford	University
commencement	ad-
dress,	2005
“I	think	of	most	th...
song.”
—	All	Things	Digital	D5
conference
“I’m	an	optimist	in	the	sense
that	I	believe	humans	are
noble
and	honorable,	and...
very	op-
timistic	view	of	individuals.
As
individuals,	people	are
inherently
good.	I	have	a	somewhat
more
pessimistic	view...
—	Wired,	1996
“That	was	one	of	the	things
that	came	out	most	clearly
from
this	whole	experience.	I
realized
that	I	love	my...
in	the
world,	and	I’ve	got	my	work.
And
that’s	pretty	much	all	I	do.	I
don’t
socialize	much	or	go	to
conferen-
ces.	I	love...
running	Apple,	and	I	love
Pixar.
And	I	get	to	do	that.	I’m	very
lucky.”
—On	living	with	cancer,
Business	Week,	2004
“You	c...
connect	them	looking
backwards.
So	you	have	to	trust	that	the
dots
will	somehow	connect	in
your	fu-
ture.	You	have	to	trus...
life,	karma,	whatever.	This
ap-
proach	has	never	let	me
down,	and
it	has	made	all	the	difference
in
my	life.”
—Stanford	Un...
dress,	2005
“Much	of	what	I	stumbled	in-
to,	by	following	my	curiosity
and
intuition,	turned	out	to	be
price-
less	later	o...
more	than	anything	means	a
great
education.”
“I	don’t	think	much	about	my
time	of	life.	I	just	get	up	in
the
morning	and	i...
about
yesterday,
dream	about	tomorrow,	but
live
today.”
“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	n...
—	Wired,	1996
“I	didn’t	see	it	then,	but	it
turned	out	that	getting	fired
from
Apple	was	the	best	thing	that
could	have	ev...
was	replaced	by	the	lightness
of
being	a	beginner	again,	less
sure
about	everything.	It	freed	me
to
enter	one	of	the	most	...
commencement	ad-
dress,	2005
“I	think	one	of	the	most	pre-
cious	resources	we	all	have
these
days	is	free	time.”
—	ABC	New...
with	Apple.”
—	Playboy,	1985
“Bottom	line	is,	I	didn’t
return
to	Apple	to	make	a	fortune.
I’ve
been	very	lucky	in	my	life
...
was	25,
my	net	worth	was	$100
million	or
so.	I	decided	then	that	I
wasn’t	go-
ing	to	let	it	ruin	my	life.
There’s
no	way	y...
all,	and	I	don’t	view	wealth
as
something	that	validates	my
intel-
ligence.”
“You	know,	my	main
reaction
to	this	money	thi...
morous,	all	the	attention	to	it,
be-
cause	it’s	hardly	the	most
insight-
ful	or	valuable	thing	that’s
happened	to	me.”
—	P...
cerned	when	I	see	what’s
happen-
ing	in	our	country,	which	is
in
many	ways	the	luckiest	place
in
the	world.	We	don’t	seem	...
a	better	place	for	our	kids”
—	Wired,	1996
“My	self-identity	does	not
re-
volve	around	being	a
business-
man,	though	I	rec...
more
as	a	person	who	builds	neat
things.	I	like	building	neat
things.
I	like	making	tools	that	are
useful
to	people.”
—	Es...
“I	feel	like	somebody	just
punched	me	in	the	stomach
and
knocked	all	my	wind	out.	I’m
only
30	years	old	and	I	want	to
have...
least	one
more	great	computer	in	me.
And
Apple	is	not	going	to	give	me
a
chance	to	do	that.”
—	Playboy,	1987
“I	have	alway...
ever	came	a	day	when	I	could
no
longer	meet	my	duties	and
expect-
ations	as	Apple’s	CEO,	I
would	be
the	first	to	let	you	k...
—Memo	to	Apple
employees,	2011
“No	one	wants	to	die.	Even
people	who	want	to	go	to
heaven
don’t	want	to	die	to	get	there.
...
share.	No	one	has	ever
escaped	it.
And	that	is	as	it	should	be,
be-
cause	Death	is	very	likely	the
single	best	invention	o...
dress,	2005
“And	one	more	thing…”
—An	oft-used	phrase	used	to
unveil
products	towards	the	end	of
Apple	present-
ations
“Re...
Catalog?	The	last	edition	had
a
photo	on	the	back	cover	of	a
re-
mote	country	road	you	might
find
yourself	on	while	hitchh...
and	it	had	a	caption	that
really
grabbed	me.	It	said:	‘Stay
hungry.
Stay	foolish.’	It	wasn’t	an	ad
for
anything—	just	one	...
wisdom.”	Stay	hungry.	Stay
fool-
ish.’
—	Fortune,	1998
Thank	you	for	evaluating
ePub	to	PDF	Converter.
That	is	a	trial	ver...
The business wisdom of steve jobs
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  1. 1. The Business Wisdom of Steve Jobs The Business Wisdom of Steve Jobs 250 Quotes from the Innovator Who Changed the World
  2. 2. Edited by Alan Ken Thomas Skyhorse Publishing Copyright © 2011 by Skyhorse Publishing, Inc. All Rights Reserved. No part of this book may be re- produced in any manner without the express written
  3. 3. consent of the publisher, except in the case of brief excerpts in critical reviews or articles. All inquiries should be addressed to Skyhorse Publishing, 307 West 36th Street, 11th Floor, New York, NY 10018. Skyhorse Publishing books may be purchased in bulk at special discounts for sales promotion, corporate gifts, fund-raising, or educational
  4. 4. purposes. Special editions can also be created to specifications. For details, con-tact the Special Sales Department, Skyhorse Publishing, 307 West 36th Street, 11th Floor, New York, NY 10018 or info@skyhorsepublishing.com Skyhorse® and Skyhorse Publishing® are registered
  5. 5. trademarks of Skyhorse Publishing, Inc.®, a Delaware corporation. www.skyhorsepublishing.com 10 9 8 7 6 5 4 3 2 1 Library of Congress Cataloging-in-Publica- tion Data is available on file. ISBN: 978-1-61608-749-4
  6. 6. Printed in the United States of America Contents Introduction On Beginnings On Business On Leadership On Innovation
  7. 7. On Everyone Else On Technology On Drive On Legacy On Life
  8. 8. Introduction Even in death, people remain divided over Steve Jobs, the co-founder of Apple Inc. and known to the world as the man behind the iMac, iPod, iPhone and iPad. To some, Jobs was a man who changed the world for the better, an inventor and entrepreneur
  9. 9. whose impact on daily life is immeasurable. To others, Jobs was a false idol, the symbol of everything wrong with a business playing its cards close to the chest. Everyone had an opinion about him. But he wasn’t always the center of attention. Steven Paul Jobs, born in San Francisco in 1955 and
  10. 10. adopted and raised by Paul and Clara Jobs, was in fact a college dropout who found his lack of high-er education hindering his path into the technology business. He eventually found work at burgeoning videogame company Atari, Inc., and it was around this time that he met Steve Wozniak. It was a small humble beginning: Jobs,
  11. 11. Wozniak and third partner Ronald Wayne founded Apple in 1976. A year later the “Apple II” was released to some success, but it wasn’t until 1984, with a Superbowl ad and the release of the “Macintosh” that
  12. 12. Apple really began the first of two creative and financial ascensions. By all accounts, Jobs was a brilliant but difficult creative thinker, someone motiv- ated by the idea that the simpler the design
  13. 13. and the easier to use, the better the product. But his unorthodox ideas and ambitions eventually forced his resignation from Apple amidst power grabs over the com- pany’s board of directors and executives.
  14. 14. He left in 1985, and given the full his- tory of the company, it’s telling that in his absence Apple began to stagnate in innovation and products, while Jobs’ two new ven- tures become the foundation for the later years of his life.
  15. 15. In the case of Pixar, originally a small graphic design offshoot of Lucasfilms, Jobs bought a $10 million company and sold it less than twenty years later for $7.4 billion to Disney. Along the way, the company revolutionized animation, starting with Toy Story and
  16. 16. releasing successful full- length fea-tures almost most every year since. At NeXT Computer, Jobs’ vision for the computer as an educational tool would eventually prove to be too cost-prohibitive for mass success, but the
  17. 17. technical strengths of its hardware and software were years ahead of its time, something that even Apple recognized, acquiring the company in 1997 and bringing Jobs back with it. And so began the history that
  18. 18. pretty much everyone knows by now: first came the iMac, with its unique one-piece design and Technicolor hues. Then it was the iPod, turning the music industry on its head and
  19. 19. marking the new age and format of digital music sales. The iPhone and iPad, elabor- ating on the iPod’s idea of portability and accessibility, exceeded all expectations, so- lidifying the Jobs’ legacy and the second
  20. 20. coming of Apple, Inc., something not many people ever anticipated out of the company. This book was written and researched on an iMac, with text messages from an iPhone vibrating on the table next to me, a girlfriend tapping on an
  21. 21. iPad in the living room and an iPod updating on iTunes in the computer’s background. Typing out that sentence and re-reading it struck me as odd—it made me seem like a nerdy fan-boy obsessed with the
  22. 22. ‘cult of Mac.’ But then two things hit me: one, that an extraordinary amount of my day is built around products Steve Jobs oversaw the making of and two, that my current situ- ation is not one confined to the select few
  23. 23. technophiles. It’s indisputable that the lives of people across the world have changed (for better or for worse is an entirely different discus- sion) with the introduction of the personal
  24. 24. computing experience. Take a full week and start a running tally on how many hours you spend using a computer, listening to music on a digital device, operating a smart phone. Directly or indirectly, Steve Jobs pushed the world
  25. 25. forcefully in the direction he wanted it to go. He may not have been the inventor of any of the devices or programs that have come to be synonymously associated with Steve Jobs. But his genius was in under-
  26. 26. standing and anticipating what people wanted before they knew it even existed (there are more than a few quotes in this collection relaying that exact sentiment). Jobs, battling pancreatic cancer in the
  27. 27. late years of his life, passed away in 2011, at the age of 56. He was as unique as he was private, both as an individual and as the public face of Apple Inc. You may not be sur- prised to find that the number of interviews he granted since 1976 is
  28. 28. limited. But what touched me, and hopefully leave its mark on you, is how much he was able to convey in such a short time span. His 2005 commence- ment address at Stanford University alone
  29. 29. could serve as a standalone piece of literat- ure itself. As many have pointed out, it’s rare that one man represents the public face of a com- pany to the extent that Steve Jobs did for
  30. 30. Apple. Maybe that’s why so many took it so person-ally upon hearing the news of his passing. It wasn’t because he was a partic- ularly kind or generous man (as you’ll see hints of throughout this book). It wasn’t be-
  31. 31. cause Apple’s products were perfect (they weren’t, and you’ll see some of that here too). Maybe, just maybe, it was because for the past ten years we’ve all relied on Steve to show us what’s next, to let us know where
  32. 32. we’re heading and what we’re going to need to get us there. It could be that we’re all sub- consciously fan-boys, whether we want to admit it or not. Stock in Apple took a dip immediately following his death and I’d
  33. 33. like to think, ro-mantically, that for the first time in a decade there was a brief but unified moment as the world, suddenly facing a void, wobbled as it found its balance. —A.K.T., 2011 On Beginnings
  34. 34. “We started off with a very idealistic perspective—that doing something with the highest qual- ity, doing it right the first time, would really be cheaper than hav-
  35. 35. ing to go back and do it again.” — Newsweek, 1984 “Silicon Valley for the most part at that time was still orch- ards—apricot orchards and prune orchards—and it was really
  36. 36. para- dise. I remember the air being crystal clear, where you could see from one end of the valley to the other.” —On growing up in Silicon
  37. 37. Valley in the early 1960s, Smithsonian Institution, 1995 “Things became much more clear that they were the results of human creation not these magical things that just appeared in
  38. 38. one’s environment that one had no knowledge of their interiors. It gave a tremendous level of self- confidence, that through explora- tion and learning one could
  39. 39. un- derstand seemingly very complex things in one’s environment. My childhood was very fortunate in that way.” —Smithsonian Institution,
  40. 40. 1995 “When we finally presented [the Macintosh desktop computer] at the shareholders’ meeting, everyone in the auditorium gave it a five-minute ovation. What was
  41. 41. incredible to me was that I could see the Mac team in the first few rows. It was as though none of us could believe we’d actually fin- ished it. Everyone started crying.”
  42. 42. — Playboy, 1985 “Usually it takes ten years and a 100 million dollars to associate a symbol with the name of the com- pany. Our challenge was how could we have a little jewel
  43. 43. that we could use without a name to put on the product?” —1993 interview about the famous Apple logo “‘I was in the parking lot, with
  44. 44. 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
  45. 45. lot, asked her if she’d have dinner with me. She said yes, we walked into town and we’ve been together ever since.’’ —On meeting his wife, Laurene, The New
  46. 46. York Times, 1997 “The people who built Silicon Valley were engineers. They learned business, they learned a lot of different things, but they had a real belief that humans,
  47. 47. if they worked hard with other cre- ative, smart people, could solve most of humankind’s problems. I believe that very much.” — Wired, 1996
  48. 48. “…one of the things I did when I got back to Apple 10 years ago was I gave the museum to Stanford and all the papers and all the old machines and kind of cleared out the cobwebs and
  49. 49. said, let’s stop looking backwards here. It’s all about what happens tomor- row.” — All Things Digital D5 conference “From almost the beginning
  50. 50. at Apple we were, for some incred- ibly lucky reason, fortunate enough to be at the right
  51. 51. place at the right time.” “I had dinner in Seattle at Bill Gates’ house a couple of weeks ago. We were both remarking how at one time we were the
  52. 52. youngest guys in this business, and now we’re the graybeards.” “So we went to Atari and said, ‘Hey, we’ve got this amazing thing, even built with some of
  53. 53. your parts, and what do you think about funding us? Or we’ll give it to you. We just want to do it. Pay our salary, we’ll come work for you.’ And they said, ‘No.’ So
  54. 54. then we went to Hewlett- Packard, and they said, ‘Hey, we don’t need you. You haven’t got through col- lege yet.” “I think this is the start of something really big.
  55. 55. Sometimes that first step is the hardest one, and we’ve just taken it.” “I was lucky—I found what I love to do early in life.” “[Apple co-founder
  56. 56. Steve Wozniak] and I very much like Bob Dylan’s poetry, and we spent a lot of time thinking about a lot of that stuff. This was California.
  57. 57. You could get LSD fresh made from Stanford. You could sleep on the beach at night with your girl- friend. California has a sense of experimentation and a sense of
  58. 58. openness—openness to new pos- sibilities.” — Playboy, 1985 “You saw the 1984 commer- cial. Macintosh was basically this relatively small company in Cu-
  59. 59. pertino, California, taking on the goliath, IBM, and saying, “Wait a minute, your way is wrong. This is not the way we want computers to go. This is not the legacy we
  60. 60. want to leave. This is not what we want our kids to be learning. This is wrong and we are going to show you the right way to do it and here it is. It’s called Macin-
  61. 61. tosh and it is so much better. It’s going to beat you and you’re go- ing to do it.’” — Smithsonian Institution, 1995 On Business “You can’t just ask
  62. 62. customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.” —Inc. , 1989
  63. 63. “Quality is more important than quantity. One home run is much better than two doubles.” — BusinessWeek “Apple has some tremendous assets, but I believe without some
  64. 64. attention, the company could, could, could—I’m searching for the right word—could, could die.” — TIME, 1997, on his return to Apple as CEO “The cure for Apple is not cost-cutting. The cure for
  65. 65. Apple is to innovate its way out of its cur- rent predicament.” — Apple Confidential 2.0: The Definitive History of the World’s Most Colorful Com- pany (2004) by Owen W.
  66. 66. Linzmayer “That’s been one of my man- tras—focus and simplicity. Simple can be harder than com- plex: You have to work hard
  67. 67. 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.” — BusinessWeek, 1998
  68. 68. “You can’t really predict ex- actly what will happen, but you can feel the direction that we’re going. And that’s about as close as you can get. Then you just stand
  69. 69. back and get out of the way, and these things take on a life of their own.” — Rolling Stone, 1994 “We’re gambling on our vis- ion, and we would rather do that
  70. 70. than make ‘me too’ products. Let some other companies do that. For us, it’s always the next dream.” —Interview for the release of the MacIn- tosh, 1984
  71. 71. “Be a yardstick of quality. Some people aren’t used to an en- vironment where excellence is ex- pected.” “If copyright dies, if patents die, if the protection of intellectual
  72. 72. property is eroded, then people will stop investing. That hurts everyone.” — Rolling Stone, 2003 “We’re not just building a computer, we’re building a com-
  73. 73. pany.” — Esquire, 1986 “Apple is a company that doesn’t have the most resources of everybody in the world. The way we’ve succeeded is by choos-
  74. 74. ing what horses to ride really care- fully … we’re organized like a startup. We’re the biggest startup on the planet.” — All Things Digital D8 conference, 2005
  75. 75. “If Mercedes made a bicycle or a hamburger or a computer, I don’t think there’d be much ad- vantage in having its logo on it. I don’t think Apple would get much
  76. 76. equity putting its name on an automobile, either. And just be- cause the whole world is going di- gital—TV, audio, and all that — doesn’t mean there’s anything
  77. 77. wrong with just being in the com- puter business. The computer business is huge.” — Fortune, 1998 “You need a very product- ori- ented culture, even in a techno-
  78. 78. logy company. Lots of companies have tons of great engineers and smart people. But ultimately, there needs to be some gravitational force that pulls it all together.
  79. 79. Otherwise, you can get great pieces of technology all floating around the universe.” — Newsweek, 2004 “I think the way out is not to slash and burn, it’s to innovate.
  80. 80. That’s how Apple got to its glory, and that’s how Apple could return to it.” — Wall $treet Week, 1996 “You can’t look back and say, well, gosh, you know, I wish
  81. 81. I hadn’t have gotten fired, I wish I was there, I wish this, I wish that. It doesn’t matter. And so let’s go invent tomorrow rather than wor-
  82. 82. rying about what happened yester- day.” — All Things Digital D5 conference, 2007 “The system is that there is no system. That doesn’t mean we
  83. 83. don’t have process. Apple is a very disciplined company, and we have great processes. But that’s not what it’s about. Process makes you more efficient.”
  84. 84. — Newsweek, 2004 “The subscription model of buying music is bankrupt. I think you could make available the Se- cond Coming in a subscription model and it might not be
  85. 85. success- ful.” — Rolling Stone, 2003 “I’ve always wanted to own and control the primary techno- logy in everything we do.” — BusinessWeek, 2004
  86. 86. “I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long. Just figure out what’s next.”
  87. 87. — MSNBC, 2006 “Just avoid holding it in that way.” —Personal email to a customer with con- cerns over an antenna reception issue with the newly released iPhone 4, where
  88. 88. dropped calls were caused when the user grasped the product’s steel- banded sides, 2010 “I used to be the youngest guy in every meeting I was in, and
  89. 89. now I’m usually the oldest. And the older I get, the more I’m con- vinced that motives make so much difference.” — BusinessWeek, 2004 “…I think it’s really hard for
  90. 90. one company to do everything. Life’s complex.” — All Things Digital D5 conference “There are sneakers that cost more than an iPod.” —On the iPod’s $300 price tag, Newsweek, 2003
  91. 91. “Well, you know us. We never talk about future products. There used to be a saying at Apple: Isn’t it funny? A ship that leaks from the top. So-—I don’t wanna per-
  92. 92. petuate that. So I really can’t say.” —On any information regarding upcoming iPod releases, ABC News, 2005 “I don’t think in terms of mar- ket shares, I think in terms of us
  93. 93. making the best personal com- puters in the world, and if we can do that, I think our market share will go up.” — CNA, 1999 “A lot of companies have
  94. 94. chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our be- lief was that if we kept putting great products in front of custom-
  95. 95. ers, they would continue to open their wallets.” “It wasn’t that Microsoft was so brilliant or clever in copying the Mac, it’s that the Mac was a sitting duck for 10 years.
  96. 96. That’s Apple’s problem: Their differenti- ation evaporated.” “If I were running Apple, I would milk the Macintosh for all it’s worth—and get busy on the
  97. 97. next great thing. The PC wars are over. Done. Microsoft won a long time ago.” — Fortune, 1996 “To turn really interesting ideas and fledgling technologies
  98. 98. into a company that can continue to innovate for years, it requires a lot of disciplines.” “Process makes you more effi- cient.” — BusinessWeek, 2004
  99. 99. “I’ve also found that the best companies pay attention to aes- thetics. They take the extra time to lay out grids and proportion things appropriately, and it seems to pay
  100. 100. off for them. I mean, beyond the functional benefits, the aesthetic communicates something about how they think of themselves, their sense of discipline in engin-
  101. 101. eering, how they run their com- pany, stuff like that.” — Inc. , 1989 “Customers think the price is really good where it is. We’re try- ing
  102. 102. to compete with pir- acy—we’re trying to pull people away from piracy and say, ‘You
  103. 103. can buy these songs legally for a fair price.’ But if the price goes up a lot, they’ll go back to piracy. Then, everybody loses.” “The HD revolution is over, it happened. HD won.
  104. 104. Everybody wants HD.” —Apple Special Event keynote, 2010 “In business, if I knew earlier what I know now, I’d have prob- ably done some things a lot better
  105. 105. than I did, but I also would’ve probably done some other things a lot worse. But so what? It’s more important to be engaged in the present.”
  106. 106. — Fortune, 1998 “If I give you 20 bricks, you could lay them all on the ground and you’d have 20 bricks on the ground. Or you can lay them on top of each other and start
  107. 107. build- ing a wall.” “We hire people who want to make the best things in the world.” “Technology is nothing.
  108. 108. What’s important is that you have a faith in people, that they’re ba- sically good and smart, and if you give them tools, they’ll do won- derful things with them.”
  109. 109. — Rolling Stone, 1994 “And boy, have we patented it!” —Introducing the iPhone, Macworld 2007 “Do your best at every job. Don’t sleep! Success generates
  110. 110. more success so be hungry for it. Hire good people with a passion for excellence.” “You make some of the best products in the world—but you also make a lot of crap. Get
  111. 111. rid of the crappy stuff.” —As said to Nike “…there were too many people at Apple and in the Apple ecosystem playing the game of,
  112. 112. for Apple to win, Microsoft has to lose. And it was clear that you didn’t have to play that game be- cause Apple wasn’t going to beat Microsoft. Apple didn’t have to
  113. 113. beat Microsoft. Apple had to re- member who Apple was because they’d forgotten who Apple was.” — All Things Digital D5 conference On Leadership
  114. 114. “My job is to not be easy on people. My job is to make them better.” “When I hire somebody really senior, competence is the ante. They have to be really smart.
  115. 115. But the real issue for me is, Are they going to fall in love with Apple? Because if they fall in love with Apple, everything else will take
  116. 116. care of itself.” — Fortune, 2008 “This is not a one-man show.” — BusinessWeek, 1998 “My number one job here at Apple is to make sure that the top
  117. 117. 100 people are A+ players. And everything else will take care of itself.” — TIME, 1999 “I’m a very big believer in equal opportunity as opposed to
  118. 118. equal outcome. I don’t believe in equal outcome because unfortu- nately life’s not like that. It would be a pretty boring place if it was.” — Computerworld Smithsonian Awards, 1995
  119. 119. “We all tend to reduce reality to symbols, but Superman went out a long time ago. The way you accomplish anything significant is with a team.” — Inc. , 1989
  120. 120. “My model for business is The Beatles. They were four guys who kept each other’s kind of negative tendencies in check. They bal- anced each other and the total was
  121. 121. greater than the sum of the parts. That’s how I see business: great things in business are never done by one person, they’re done by a team of people.”
  122. 122. — 60 Minutes, 2003 “I know people like symbols, but it’s always unsettling when people write stories about me, be- cause they tend to overlook a lot of other people.”
  123. 123. — TIME, 1999 “Some people say, ‘Oh, God, if Jobs got run over by a bus, Apple would be in trouble.’ And, you know, I think it wouldn’t be a party, but there are really capable
  124. 124. people at Apple. And the board would have some good choices about who to pick as CEO.” — Fortune, 2008 “The people who are doing the work are the moving force
  125. 125. 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.” “The things that I have done
  126. 126. in my life, I think the things we do now at Pixar, these are team sports. They are not something one person does.” — Charlie Rose, 1996 On Innovation
  127. 127. “Innovation distinguishes between a leader and a follower.” “Every once in a while a re- volutionary product comes along that changes everything. It’s very
  128. 128. fortunate if you can work on just one of these in your career… . Apple’s been very fortunate in that it’s introduced a few of these.” —Apple press release for the
  129. 129. release of the iPhone, 2007 “Everyone wants a MacBook Pro because they are so bitchin’.” —Apple shareholder meeting, 2006 “We believe it’s the biggest
  130. 130. advance in animation since Walt Disney started it all with the re- lease of Snow White 50 years ago.” — Fortune, 1995, on Toy Story “iMac is next year’s
  131. 131. computer for $1,299, not last year’s com- puter for $999.” —Introducing the first iMac computer, 1998 “It’s not about pop culture,
  132. 132. and it’s not about fooling people, and it’s not about convincing people that they want something they don’t. We figure out what we want.” — Fortune, 2008
  133. 133. “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.” — BusinessWeek, 1998
  134. 134. “What we want to do is make a leapfrog product that is way smarter than any mobile device has ever been, and super-easy to use. This is what iPhone is. OK? So, we’re going to reinvent
  135. 135. the phone.” “Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at
  136. 136. 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.” — Fortune, 1998 “It was a great challenge.
  137. 137. Let’s make a great phone that we fall in love with.” “The broader one’s under- standing of the human experience, the better design we will have.”
  138. 138. “Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just
  139. 139. saw something. It seemed obvious to them after a while. That’s be- cause they were able to connect experiences they’ve had and syn- thesize new things.”
  140. 140. —1996 “And [innovation] comes from saying no to 1,000 things to make sure we don’t get on the
  141. 141. 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
  142. 142. really important.” — BusinessWeek, 2004 “Take desktop video editing. I never got one request from someone who wanted to edit movies on his computer. Yet now that people see it, they say,
  143. 143. ‘Oh my God, that’s great!’” — Fortune, 2000 “It’s rare that you see an artist in his 30s or 40s able to really contribute something amazing.”
  144. 144. — Playboy, 1985 “People think it’s this veneer -—that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it
  145. 145. looks like and feels like. Design is how it works.’’ — The New York Times, 2003 “The products suck! There’s no sex in them anymore!” —On the state of Apple just
  146. 146. before his re- turn, BusinessWeek, 1997 “You know, you keep on in- novating, you keep on making better stuff. And if you always want the latest and greatest, then
  147. 147. you have to buy a new iPod at least once a year.” — MSNBC, 2006 “We’re trying to make great products for people, and we at least have the courage of our con-
  148. 148. victions to say ‘We don’t think this is part of what makes a great product, we’re going to leave it out.’ That’s what a lot of custom- ers pay us to do.”
  149. 149. — All Things Digital, 2010 “When you’re a carpenter making a beautiful chest of draw- ers, you’re not going to use a piece of plywood on the back, even though it faces the wall and
  150. 150. nobody will ever see it. You’ll know it’s there, so you’re going to use a beautiful piece of wood on the back. For you to sleep well at night, the aesthetic, the quality,
  151. 151. has to be carried all the way through.” —1985 “…innovation comes from people meeting up in the hallways or calling each other at 10:30 at
  152. 152. night with a new idea, or because they realized something that shoots holes in how we’ve been thinking about a problem.” — Businessweek, 2004 “Don’t take it all too seriously.
  153. 153. If you want to live your life in a creative way, as an artist, you have to not look back too much. You have to be willing to take whatever you’ve done and who-
  154. 154. ever you were and throw them away.” — Playboy, 1985 “We cook up new products. You never really know if people will love them as much as you do.
  155. 155. The most exciting thing is you have butterflies in your stomach in the days leading up to these events.” — CNBC, 2007 “Sometimes when you innov-
  156. 156. ate, you make mistakes. It is best to admit them quickly, and get on with improving your other innov- ations.” “Take the iPhone. We had a different enclosure design for
  157. 157. this iPhone until way too close to the introduction to ever change it. And I came in one Monday morn- ing, I said, ‘I just don’t love this.
  158. 158. I can’t convince myself to fall in love with this. And this is the most important product we’ve ever done.’ And we pushed the reset button.” — Fortune, 2008
  159. 159. “The design of the Mac wasn’t what it looked like, although that was part of it. Primarily, it was how it worked.
  160. 160. To design something really well, you have to get it.” “The reason we wouldn’t make a seven-inch tablet isn’t be-
  161. 161. cause we don’t want to hit a price point, it’s because we don’t think you can make a great tablet with a seven-inch screen.” “There’s no other company that could make a MacBook
  162. 162. Air and the reason is that not only do we control the hardware, but we control the operating system. And it is the intimate interaction between the operating system
  163. 163. and the hardware that allows us to do that. There is no intimate interac- tion between Windows and a Dell notebook.” “You‘ve got to start with the
  164. 164. customer experience and work back toward the technology —not the other way around.” — Apple Worldwide Developers Conference, 1997 “The desktop computer in- dustry is dead. Innovation
  165. 165. has vir- tually ceased. Microsoft domin- ates with very little innovation. That’s over. Apple lost. The desktop market has entered the dark ages, and it’s going to
  166. 166. be in the dark ages for the next 10 years, or certainly for the rest of this decade.” — Wired, 1996 “There’s an old Wayne Gret- zky quote that I love. ‘I skate
  167. 167. to where the puck is going to be, not where it has been.’ And we’ve al- ways tried to do that at Apple. Since the very very beginning.
  168. 168. And we always will.” “You know, I’ve got a plan that could rescue Apple. I can’t say any more than that it’s the per- fect product and the perfect strategy for Apple. But nobody
  169. 169. there will listen to me …” — Fortune, 1995 “They really thought the pro- cess through. They did such a great job designing these washers and dryers. I got more thrill out of
  170. 170. them than I have out of any piece of high tech in years.” —On Miele, a Germany- based manufac- turer of high-end domestic appliances, Wired, 1996 “Who wants a stylus? You have to get ‘em and put ‘em
  171. 171. away and you lose ‘em. Yuck. Nobody wants a stylus.” On Everyone Else “The only problem with Mi- crosoft is they just have no taste,
  172. 172. they have absolutely no taste… . I guess I am saddened, not by Mi- crosoft’s success—I have no prob- lem with their success, they’ve earned their success for the most
  173. 173. part. I have a problem with the fact that they just make really third-rate products.” —PBS Documentary, Triumph of the Nerds, 1996 “I told him I believed every word of what I’d said but that
  174. 174. I never should have said it in pub- lic.” —On apologizing to Bill Gates for dispar- aging Microsoft in a documentary, The New York Times, 1997
  175. 175. “Nobody has tried to swallow us since I’ve been here. I think they are afraid how we would taste.” — BusinessWeek, 1998 “With our technology, with objects, literally three people
  176. 176. in a garage can blow away what 200 people at Microsoft can do” “Bill Gates‘d be a broader guy if he had dropped acid once or gone off to an ashram when
  177. 177. he was younger.” — The New York Times, 1997 “Unfortunately, people are not rebelling against Microsoft. They don’t know any better.”
  178. 178. — Rolling Stone, 1994 “I’ve seen the demonstrations on the Internet about how you can find another person using a Zune and give them a song they can
  179. 179. play three times. It takes forever. By the time you’ve gone through all that, the girl’s got up and left! You’re much better off to take one of your ear buds out and put it
  180. 180. in her ear. Then you’re connected with about two feet of headphone cable.” —On competition between the iPod and Microsoft’s Zune, Newsweek, 2006
  181. 181. “The problem with the Inter- net startup craze isn’t that too many people are starting compan- ies; it’s that too many people aren’t sticking with it. That’s somewhat understandable, be-
  182. 182. cause there are many moments that are filled with despair and agony, when you have to fire people and cancel things and deal with very difficult situations. That’s when you find out
  183. 183. who you are and what your values are.” — Fortune, 2000 “It’s like giving a glass of ice water to somebody in hell!” —On iTunes being one of the largest soft-
  184. 184. ware developers for Windows OS, All Things Digital, 2007 “They are shamelessly copy- ing us.” —On the development of Microsoft’s Vista operating system, CNET News, 2005
  185. 185. “They’re all putting their dumb controls in the shape of a circle, to fool the consumer into thinking it’s a wheel like ours. We’ve sort of set the vernacular.
  186. 186. They’re trying to copy the ver- nacular without understanding it.’’ —On companies making iPod lookalikes, The New York Times, 2003 “When the Internet came
  187. 187. along and Napster came along, people in the music business didn’t know what to make of the changes. A lot of these folks didn’t use computers, weren’t on e-mail—didn’t really know
  188. 188. what Napster was for a few years. They were pretty doggone slow to react. Matter of fact, they still haven’t really reacted.” — Rolling Stone, 2003
  189. 189. “The engineering is long gone in most PC companies. In the con- sumer electronics companies, they don’t understand the software parts of it. And so you really can’t
  190. 190. make the products that you can make at Apple anywhere else right now. Apple’s the only com- pany that has everything under one roof.” — Fortune, 2008
  191. 191. “So when these people sell out, even though they get fab- ulously rich, they’re gypping themselves out of one of the po- tentially most rewarding experien- ces of their unfolding lives.
  192. 192. Without it, they may never know their values or how to keep their newfound wealth in perspective.” “Pretty much, Apple and Dell are the only ones in this industry
  193. 193. making money. They make it by being Wal-Mart. We make it by innovation.” “This is a story that’s amaz- ing. It’s got theft, it’s got buying stolen property, it’s got
  194. 194. extortion. I’m sure it’s got sex in there some- where. Somebody should make a movie out of this!” —On the circumstances surrounding an iPhone prototype that was
  195. 195. discovered in a bar and published in an online technology blog, Gizmodo, All Things Digital, 2010 “Our friends up north spend over five billion dollars on re- search and development and
  196. 196. all they seem to do is copy Google and Apple.” —On Microsoft, Apple Worldwide Developer’s Conference, 2006 “Japan’s very
  197. 197. interesting. Some people think it copies things. I don’t think that anymore. I think what they do is reinvent things. They will get something that’s already been invented
  198. 198. and study it until they thoroughly un- derstand it. In some cases, they understand it better than the ori- ginal inventor.” “Microsoft has had two goals
  199. 199. in the last 10 years. One was to copy the Mac, and the other was to copy Lotus’ success in the spreadsheet—basically, the ap- plications business. And over the
  200. 200. course of the last 10 years, Mi- crosoft accomplished both of those goals. And now they are completely lost.” “Bill built the first software company in the industry and I
  201. 201. think he built the first software company before anybody really in our industry knew what a software company was, except for these guys. And that was huge. That
  202. 202. was really huge.” —On Bill Gates, All Things Digital D5 conference “You think I’m an arrogant [expletive] who thinks he’s above the law, and I think you’re a slime bucket who gets most of his
  203. 203. facts wrong.” —To New York Times reporter who asked about Jobs’ health, 2008 “It’s like when IBM drove a lot of innovation out of the com- puter industry before the
  204. 204. micro- processor came along. Eventually, Microsoft will crumble because of complacency, and maybe some new things will grow. But until
  205. 205. that happens, until there’s some fundamental technology shift, it’s just over.” — Wired, 1996 On Technology “The Web is not going to
  206. 206. change the world, certainly not in the next 10 years. It’s going to augment the world.” — Wired, 1996 “For me, the most exciting thing in the software area is the In-
  207. 207. ternet, and part of the reason for that is no one owns it. It’s a free for all, it’s much like the early days of the personal computer.” — Wall $treet Week, 1995
  208. 208. “It’ll make your jaw drop.” —On the first NeXT computer, The New York Times, 1989 “Computers are the first thing to come along since books that will sit there and interact with you
  209. 209. endlessly, without judgment.” — Playboy, 1985 “I think humans are basically tool builders, and the computer is the most remarkable tool we’ve ever built.”
  210. 210. — Inc. , 1989 “I love things that level hier- archy, that bring the individual up to the same level as an organiz- ation, or a small group up to the same level as a large group
  211. 211. with much greater resources. And the Web and the Internet do that. It’s a very profound thing.” — Wired, 1996 “A computer is the most in-
  212. 212. credible tool we’ve ever seen. It can be a writing tool, a commu- nications center, a supercalculator, a planner, a filer and an artistic in- strument all in one, just by being
  213. 213. given new instructions, or soft- ware, to work from. There are no other tools that have the power and versatility of a computer.” — Playboy, 1985
  214. 214. “Older people sit down and ask, ‘What is it?’ but the boy asks, ‘What can I do with it?’” “I think humans are basically tool builders, and the computer is the most remarkable tool we’ve
  215. 215. ever built. The big insight a lot of us had in the 1970s had to do with the importance of putting that tool in the hands of individuals.” — Inc. , 1989 “We’re getting to the point
  216. 216. where everything’s a computer in a different form factor. So what, right? So what if it’s built with a computer inside it? It doesn’t mat- ter. It’s, what is it? How do you
  217. 217. use it? You know, how does the consumer approach it? And so who cares what’s inside it any- more?” — All Things Digital D5 conference
  218. 218. “There are no other tools that have the power and versatility of a computer. We have no idea how far it’s going to go.” — Playboy, 1985 “I think it’s brought the world
  219. 219. a lot closer together, and will con- tinue to do that. There are down- sides to everything; there are un- intended consequences to
  220. 220. everything. The most corrosive piece of technology that I’ve ever seen is called television—but then, again, television, at its best, is magnificent.” — Rolling Stone, 2003
  221. 221. “The most exciting things happening today are objects and the Web. The Web is exciting for two reasons. One, it’s ubiquitous. There will be Web dial tone every-
  222. 222. where. And anything that’s ubi- quitous gets interesting. Two, I don’t think Microsoft will figure out a way to own it. There’s going to be a lot more innovation, and
  223. 223. that will create a place where there isn’t this dark cloud of dom- inance.” — Wired, 1996 “If you look at things I’ve done in my life, they have an ele-
  224. 224. ment of democratizing. The Web is an incredible democratizer. A small company can look as large as a big company and be as ac- cessible as a big company on the
  225. 225. Web. Big companies spend hun- dreds of millions of dollars build- ing their distribution channels. And the Web is going to com- pletely neutralize that advantage.”
  226. 226. — Wired, 1996 “The Apple II peeled off the hardware layer. You didn’t need to know about the hardware to use a computer. The next step was the transition from the Apple II
  227. 227. to the Macintosh, which peeled off the computer-literacy layer, if you will. In other words, you didn’t have to be a hacker or a computer
  228. 228. scientist to use one of these.” — Inc. , 1989 “We think basically you watch television to turn your brain off, and you work on your computer when you want to turn your
  229. 229. brain on.” — Macworld, 2004 “What we can put in a com- puter for $1000 is just mind- blow- ing.” “Computers themselves, and
  230. 230. software yet to be developed, will revolutionize the way we learn.” “It takes these very simple- minded instructions—Go fetch a number, add it to this number, put
  231. 231. the result there, perceive if it’s greater than this other num- ber’—but executes them at a rate of, let’s say, 1,000,000 per second. At 1,000,000 per second, the res-
  232. 232. ults appear to be magic.” —Explaining the first computers “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
  233. 233. our minds.” — Memory and Imagination: New Pathways to the Library of Congress (1991) “You’ll see more and more perfection of that—computer as servant. But the next thing is
  234. 234. go- ing to be computer as a guide or agent.” “The most compelling reason for most people to buy a computer for the home will be to link it into
  235. 235. a nationwide communications network. We’re just in the begin- ning stages of what will be a truly remarkable breakthrough for most people -—as remarkable as the
  236. 236. telephone.” “These technologies can make life easier, can let us touch people we might not otherwise. You may have a child with a birth defect
  237. 237. 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
  238. 238. not downplaying that.” On Drive “There’s a very strong DNA within Apple, and that’s about taking state-of-the-art technology and making it easy for people.”
  239. 239. — The Guardian, 2005 “Because I’m the CEO, and I think it can be done.” —On why he chose to override engineers who thought the iMac wasn’t feasible, TIME, 2005 “Whenever you do any one
  240. 240. thing intensely over a period of time, you have to give up other lives you could be living. You have to have a real single- minded kind of tunnel vision if you want
  241. 241. to get anything significant accom- plished. Especially if the desire is not to be a businessman, but to be a creative person.” — Esquire, 1986 “We’re the last guys left in
  242. 242. this industry who can do it, and that’s what we’re about.” “Our goal is to make the best devices in the world, not to be the biggest.”
  243. 243. —Conference call with analysts, 2010 “Our DNA is as a consumer company—for that individual customer who’s voting thumbs up
  244. 244. 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,
  245. 245. plain and simply.” “We believe that customers are smart, and want objects which are well thought through.” “Remembering that you are going to die is the best way I know
  246. 246. to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.” “I’m convinced that about half
  247. 247. of what separates the successful entrepreneurs from the non- suc- cessful ones is pure persever- ance.” “If they keep on risking fail- ure, they’re still artists. Dylan and
  248. 248. Picasso were always risking fail- ure.” “Leonardo da Vinci was a great artist and a great scientist. Michelangelo knew a tremendous amount about how to cut
  249. 249. stone at the quarry. The finest dozen com- puter scientists I know are all mu- sicians.” “I have a great respect for in- cremental improvement, and I’ve
  250. 250. done that sort of thing in my life, but I’ve always been attracted to the more revolutionary changes. I don’t know why. Because they’re harder. They’re much more stress-
  251. 251. ful emotionally. And you usually go through a period where every- body tells you that you’ve com- pletely failed.” “We don’t get a chance to do that many things, and every
  252. 252. one should be really excellent. Be- cause this is our life. Life is brief, and then you die … And we’ve all chosen to do this with our lives.
  253. 253. So it better be damn good. It better be worth it.” — Fortune “We want to stand at the inter- section of computers and human- ism”
  254. 254. “Why music? Well, we love music and it’s always good to do something you love.” —Introducing the first iPod, 2001 “We think the Mac will sell zillions, but we didn’t build the
  255. 255. Mac for anybody else. We built it for ourselves.” “We’re still heavily into the box. We love the box. […] I still spend a lot of my time working on new computers, and it will
  256. 256. al- ways be a primal thing for Apple. But the user experience is what we care about most, and we’re ex- panding that experience beyond
  257. 257. the box by making better use of the Internet.” — Fortune, 2000 “The worst thing that could possibly happen as we get big and we get a little bit more influence
  258. 258. in the world is if we change our core values and start letting it slide. I can’t do that. I’d rather quit. We have the same values now as we had then.” —On whether the company
  259. 259. should have gone after Gizmodo, All Things Digital, 2010 “My position coming back to Apple was that our industry was in a coma. It reminded me of Detroit in the 70s, when American
  260. 260. cars were boats on wheels.” “I think I have five more great products in me.” — Esquire, 1986 “Everyone here has the sense that right now is one of those mo-
  261. 261. ments when we are influencing the future.” “People say you have to have a lot of passion for what you’re doing and it’s totally true. And the reason is because it’s so hard
  262. 262. that if you don’t, any rational person would give up.” — All Things Digital D5 conference, 2007 “I’m convinced that about half of what separates the
  263. 263. successful entrepreneurs from the non- suc- cessful ones is pure perseverance. It is so hard. You put so much of your life into this thing.” — Computerworld
  264. 264. Smithsonian Awards, 1995 “You’ve got to be careful choosing what you’re going to do. Once you pick something you really care about, and it’s a worth- while thing to do, then you can
  265. 265. kind of forget about it and just work at it. The dedication comes naturally.” — Fortune, 1998 “We’re just enthusiastic about what we do.”
  266. 266. “It’s hard to tell with these In- ternet startups if they’re really in- terested in building companies or if they’re just interested in the money. I can tell you, though: If
  267. 267. 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.”
  268. 268. — Fortune, 2000 On Legacy “It will go down in history as a turning point for the music in- dustry. This is landmark stuff. I can’t overestimate it!”
  269. 269. —On the iPod and the iTunes music store, Fortune, 2003 “Pixar is making art for the ages. Kids will be watching Toy St- ory in the future. And Apple is much more of a constant race
  270. 270. to continually improve things and stay ahead of the competition.” — TIME, 1999 “Being the richest man in the cemetery doesn’t matter to me …
  271. 271. Going to bed at night saying we’ve done something wonderful … that’s what matters to me.” — The Wall Street Journal, 1993 “Each year has been so robust
  272. 272. with problems and successes and learning experiences and human experiences that a year is a life- time at Apple.” “Pixar is the most technically advanced
  273. 273. creative company; Apple is the most creatively ad- vanced technical company.” — Fortune, 2005 “That’s why I love what we do—we make these tools and
  274. 274. they’re constantly surprising us.” — All Things Digital, 2007 “We used to dream about this stuff. Now we get to build it. It’s pretty great.” —Keynote address, Apple Worldwide Development
  275. 275. Conference, 2004 “Things don’t have to change the world to be important.” — Wired, 2006 “And no, we don’t know where it will lead. We just know there’s something much
  276. 276. bigger than any of us here.” “Apple really beats to a dif- ferent drummer. I used to say that Apple should be the Sony of this business, but in reality, I think
  277. 277. Apple should be the Apple of this business.” — BusinessWeek, 1998 “We are guilty as charged of making mistakes, because
  278. 278. nobody’s ever done this before.” —On Apple’s App Store’s policy for rejec- tion, All Things Digital D8 interview “Apple is a $30 billion com- pany, yet we’ve got less than 30
  279. 279. major products. I don’t know if that’s ever been done before.” “If you go out and ask people what’s wrong with computers today, they’ll tell you they’re really complicated, they have a
  280. 280. zillion cables coming out of the back, they’re really big and noisy, they’re really ugly, and they take forever to get on the Internet. And so we tried to set out to fix those
  281. 281. problems with products like the iMac.” — CNA, 1999 “The buying experience and ownership experience of owning a Mac is maybe the best of any
  282. 282. product I know.” — CNBC, 2006 “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
  283. 283. com- puter they’d have been happy with a year after we spoke to them—not something they’d want now.” “That same innovation, that
  284. 284. same engineering, that same talent applied where we don’t run up against the fact that Microsoft got this monopoly, and boom! We have 75 per cent market share.”
  285. 285. —On the iPod’s success “I don’t think that people have special responsibilities just be- cause they’ve done something that other people like or don’t like. I
  286. 286. think the work speaks for itself.” — Smithsonian Institution, 1995 “Apple’s market share is big- ger than BMW’s or Mercedes’s or Porsche’s in the automotive mar-
  287. 287. ket. What’s wrong with being BMW or Mercedes?” “I get asked a lot why Apple’s customers are so loyal. It’s not be- cause they belong to the Church of Mac! That’s ridiculous.”
  288. 288. “I’m as proud of what we don’t do as I am of what we do.” — BusinessWeek “Most people have no concept of how an automatic transmission works, yet they know how to
  289. 289. 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
  290. 290. stuff to use Macintosh.” “Now, we are selling over 5 million songs a day now. Isn’t that unbelievable? That’s 58 songs every second of every minute of every hour of every day.”
  291. 291. “So let’s not use a stylus. We’re going to use the best point- ing device in the world. We’re go- ing to use a pointing device that we’re all born with—born with
  292. 292. ten of them. We’re going to use our fingers. We’re going to touch this with our fingers. And we have invented a new technology called multi-touch, which is phenomen-
  293. 293. al. It works like magic.” “Picasso had a saying: ‘Good artists copy, great artists steal.’ We have always been shameless about stealing great ideas … I think part of what made the Macintosh
  294. 294. great was that the people working on it were musicians, poets, artists, zo- ologists and historians who also happened to be the best computer
  295. 295. scientists in the world.” —Interview, 1994 “There’s nothing that makes my day more than getting an e- mail from some random person in the universe who just bought an
  296. 296. iPad over in the UK and tells me the story about how it’s the coolest product they’ve ever brought home in their lives. That’s what keeps me going.” “Apple
  297. 297. turns out many products—a dozen a year; if you count all the minor ones, probably a hundred. Pixar is striving to turn
  298. 298. out one a year. But the converse of that is that Pixar’s products will still be used fifty years from now, whereas I don’t think you’ll be us- ing any product Apple brings to
  299. 299. market this year fifty years from now.” — TIME, 1999 “John Sculley ruined Apple and he ruined it by bringing a set of values to the top of Apple
  300. 300. which were corrupt and corrupted some of the top people who were there, drove out some of the ones who were not corruptible, and brought in more corrupt ones and
  301. 301. paid themselves collectively tens of millions of dollars and cared more about their own glory and wealth than they did about what built
  302. 302. Apple in the first place—which was making great computers for people to use.” — Computerworld
  303. 303. Smithsonian Awards Program, 1995 “We’ve gone through the op- erating system and looked at everything and asked how can we simplify this and make it more powerful at the same time.”
  304. 304. “We made the buttons on the screen look so good you’ll want to lick them.” — Fortune, 2000 “Click. Boom. Amazing!” — Macworld keynote address, 2006
  305. 305. “I’ve had lots of girlfriends. But the greatest high in my life was the day we introduced the Macintosh.” — Esquire, 1986 On Life
  306. 306. “I would trade all of my tech- nology for an afternoon with So- crates.” — Newsweek, 2001 “Your time is limited, so don’t waste it living someone else’s life
  307. 307. … Don’t let the noise of other’s opinions drown out your own in- ner voice. And most important, have the courage to follow your heart and intuition. They some-
  308. 308. how already know what you truly want to become.” —Stanford University commencement ad- dress, 2005 “It’s more fun to be a pirate than to join the navy.”
  309. 309. — Odyssey: Pepsi to Apple, 1982 “You can tell a lot about a per- son by who his or her heroes are.” — BusinessWeek, 2004 “…the ones who are crazy enough to think that they can
  310. 310. change the world, are the ones who do.” —“Think Different” promotional video by Apple, 1997 “I’m the only person I know that’s lost a quarter of a billion
  311. 311. dollars in one year… . It’s very character-building.” — Apple Confidential 2.0: The Definitive History of the World’s Most Colorful Company (2004) by Owen W. Linzmayer “Sometimes life hits you in the head with a brick. Don’t
  312. 312. lose faith.” ‘’Just to try to be as good a father to them as my father was to me. I think about that every day of my life.’’
  313. 313. —On raising his children, The New York Times, 1997 “I make fifty cents for show- ing up … and the other fifty cents is based on my performance.” —Apple shareholder meeting, 2007, on his
  314. 314. annual salary of $1 “You have no reason not to follow your heart.” “When I stand before God at the end of my life I would hope that I would not have a single bit
  315. 315. of talent left, and could say, I used everything you gave me.” “I was worth about over a mil- lion dollars when I was twenty- three and over ten million dollars
  316. 316. when I was twenty-four, and over a hundred million dollars when I was twenty-five and it wasn’t that important because I never did it for the money.”
  317. 317. — Triumph of the Nerds, 1996 “The only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all
  318. 318. matters of the heart, you’ll know when you find it.” —Stanford University commencement ad- dress, 2005 “I think of most things in life as either a Bob Dylan or a Beatles
  319. 319. song.” — All Things Digital D5 conference “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
  320. 320. very op- timistic view of individuals. As individuals, people are inherently good. I have a somewhat more pessimistic view of people in groups.”
  321. 321. — Wired, 1996 “That was one of the things that came out most clearly from this whole experience. I realized that I love my life. I really do. I’ve got the greatest family
  322. 322. in the world, and I’ve got my work. And that’s pretty much all I do. I don’t socialize much or go to conferen- ces. I love my family, and I love
  323. 323. running Apple, and I love Pixar. And I get to do that. I’m very lucky.” —On living with cancer, Business Week, 2004 “You can’t connect the dots looking forward; you can only
  324. 324. connect them looking backwards. So you have to trust that the dots will somehow connect in your fu- ture. You have to trust in something—your gut, destiny,
  325. 325. life, karma, whatever. This ap- proach has never let me down, and it has made all the difference in my life.” —Stanford University commencement ad-
  326. 326. dress, 2005 “Much of what I stumbled in- to, by following my curiosity and intuition, turned out to be price- less later on.” “Equal opportunity to me
  327. 327. more than anything means a great education.” “I don’t think much about my time of life. I just get up in the morning and it’s a new day.” “Think
  328. 328. about yesterday, dream about tomorrow, but live today.” “I’m sorry, it’s true. Having children really changes your view
  329. 329. 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.”
  330. 330. — Wired, 1996 “I didn’t see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful
  331. 331. was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.” —Stanford University
  332. 332. commencement ad- dress, 2005 “I think one of the most pre- cious resources we all have these days is free time.” — ABC News, 2005 “I’ll always stay connected
  333. 333. with Apple.” — Playboy, 1985 “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
  334. 334. was 25, my net worth was $100 million or so. I decided then that I wasn’t go- ing to let it ruin my life. There’s no way you could ever spend it
  335. 335. all, and I don’t view wealth as something that validates my intel- ligence.” “You know, my main reaction to this money thing is that it’s hu-
  336. 336. morous, all the attention to it, be- cause it’s hardly the most insight- ful or valuable thing that’s happened to me.” — Playboy, 1985 “I remain extremely con-
  337. 337. cerned when I see what’s happen- ing in our country, which is in many ways the luckiest place in the world. We don’t seem to be excited about making our country
  338. 338. a better place for our kids” — Wired, 1996 “My self-identity does not re- volve around being a business- man, though I recognize that is what I do. I think of myself
  339. 339. more as a person who builds neat things. I like building neat things. I like making tools that are useful to people.” — Esquire, 1986
  340. 340. “I feel like somebody just punched me in the stomach and knocked all my wind out. I’m only 30 years old and I want to have a chance to continue creating things. I know I’ve got at
  341. 341. least one more great computer in me. And Apple is not going to give me a chance to do that.” — Playboy, 1987 “I have always said if there
  342. 342. ever came a day when I could no longer meet my duties and expect- ations as Apple’s CEO, I would be the first to let you know. Unfortu- nately, that day has come.”
  343. 343. —Memo to Apple employees, 2011 “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
  344. 344. share. No one has ever escaped it. And that is as it should be, be- cause Death is very likely the single best invention of Life.” —Stanford University commencement ad-
  345. 345. dress, 2005 “And one more thing…” —An oft-used phrase used to unveil products towards the end of Apple present- ations “Remember The Whole Earth
  346. 346. Catalog? The last edition had a photo on the back cover of a re- mote country road you might find yourself on while hitchhiking up to Oregon. It was a beautiful shot,
  347. 347. and it had a caption that really grabbed me. It said: ‘Stay hungry. Stay foolish.’ It wasn’t an ad for anything— just one of Stewart Brand’s profound statements. It’s
  348. 348. wisdom.” Stay hungry. Stay fool- ish.’ — Fortune, 1998 Thank you for evaluating ePub to PDF Converter. That is a trial version. Get full version in http://www.epub-to- pdf.com/?pdf_out

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