Your Time On This Earth Is Limited,

We're Not A Media Company. We Don't Own Media. We Don't Own Music. We Don't Own Films Or Television. We're Not A Media Company. We're Just Apple.

It's Not About Pop Culture, 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. And I Think We're Pretty Good At Having The Right Discipline To Think Through Whether A Lot Of Other People Are Going To Want It, Too. That's What We Get Paid To Do.

Without Passion, Any Rational Person Would Give Up!

The Japanese Have Hit The Shores Like Dead Fish. They're Just Like Dead Fish Washing Up On The Shores.

I Was Lucky To Get Into Computers When It Was A Very Young And Idealistic Industry. There Weren't Many Degrees Offered In Computer Science, So People In Computers Were Brilliant People From Mathematics, Physics, Music, Zoology, Whatever. They Loved It, And No One Was Really In It For The Money.