Life Can Be Much Broader. You Can

We're Gambling On Our Vision, And We Would Rather Do That Than Make "me Too" Products. Let Some Other Companies Do That. For Us, It's Always The Next Dream.

There's Nothing That Makes My Day More Than Getting An E-mail From Some Random Person In The Universe Who Just Bought An 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.

Design Isn't Just How It Looks. It's How It Works.

The Subscription Model Of Buying Music Is Bankrupt. I Think You Could Make Available The Second Coming In A Subscription Model And It Might Not Be Successful.

At Apple, People Are Putting In 18-hour Days. We Attract A Different Type Of Person—a Person Who Doesn’t Want To Wait Five Or Ten Years To Have Someone Take A Giant Risk On Him Or Her. Someone Who Really Wants To Get In A Little Over His Head And Make A Little Dent In The Universe. We Are Aware That We Are Doing Something Significant. We’re Here At The Beginning Of It And We’re Able To Shape How It Goes. Everyone Here Has The Sense That Right Now Is One Of Those Moments When We Are Influencing The Future.