Let Them Know Precisely What You Are

Design Is The Fundamental Soul Of A Man-made Creation That Ends Up Expressing Itself In Successive Outer Layers Of The Product Or Service. The Imac Is Not Just The Color Or Translucence Or The Shape Of The Shell. The Essence Of The Imac Is To Be The Finest Possible Consumer Computer In Which Each Element Plays Together.

When Companies Get Bigger They Try To Replicate Their Success. But They Assume Their Magic Came From Process. They Try To Use Processes To Substitute Content.

I Don't View Wealth As Something That Validates My Intelligence.

Why Join The Navy If You Can Be A Pirate?

If You Keep Your Eye On The Profit, You’re Going To Skimp On The Product. But If You Focus On Making Really Great Products, Then The Profits Will Follow.