I'm As Proud Of What We Don't

People Equated Burning Cds With Theft. That's Not What Burning Cds Is. Theft Is About Acquiring The Music From The Internet.

Whenever You Do Any One 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 To Get Anything Significant Accomplished. Especially If The Desire Is Not To Be A Businessman, But To Be A Creative Person.

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.

We've Had One Of These Before, When The Dot-com Bubble Burst. What I Told Our Company Was That We Were Just Going To Invest Our Way Through The Downturn, That We Weren't Going To Lay Off People, That We'd Taken A Tremendous Amount Of Effort To Get Them Into Apple In The First Place; The Last Thing We Were Going To Do Is Lay Them Off.

We Think That Computers Are The Most Remarkable Tools That Humankind Has Ever Come Up With, And We Think That People Are Basically Tool Users. So If We Can Just Get Lots Of Computers To Lots Of People, It Will Make Some Qualitative Difference To The World.