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And It Comes From Saying No To 1,000 Things To Make Sure We Don't Get On The Wrong Track Or Try To Do Too Much. We're Always Thinking About New Markets We Could Enter, But It's Only By Saying No That You Can Concentrate On The Things That Are Really Important.

Our Approach Is To Think Of Companies Not As Businesses But As Collections Of People. We [apple]want To Qualitatively Change The Way People Work. We Don't Just Want To Help Them Do Word Processing Faster Or Add Numbers Faster. We Want To Change The Way They Can Communicate With One Another. We're Seeing Less Paper Flying Around And More Quality Of Communication.

Lsd...reinforc Ed My Sense Of What Was Important-creat Ing Great Things Instead Of Making Money, Putting Things Back Into The Stream Of History And Of Human Consciousness As Much As I Could.

We Do Not Say Anything About Future Products. We Work On Them In Secret, Then We Announce Them.

The Cure For Apple Is Not Cost-cutting. The Cure For Apple Is To Innovate Its Way Out Of Its Current Predicament.