Innovation Is The Only Way To Win.

Apple's Goal Isn't To Make Money. Our Goal Is To Design And Develop And Bring To Market Good Products... We Trust As A Consequence Of That, People Will Like Them, And As Another Consequence, We'll Make Some Money. But We're Really Clear About What Our Goals Are.

The Were Good Times, There Were Hard Times, But There Were Never Bad Times

You Can't Just Ask Customers What They Want And Then Try To Give That To Them. By The Time You Get It Built, They'll Want Something New.

Do You Want To Sell Sugar Water All Your Life, Or Do You Want To Come With Me And Change The World?

Remembering That I’ll Be Dead Soon Is The Most Important Tool I’ve Ever Encountered To Help Make The Big Choices In Life. Remembering That You Are Going To Die Is The Best Way I Know To Avoid The Trap Of Thinking You Have Something To Lose.