We're Just Enthusiastic About What We Do.

The Best Way To Create Value In The 21st Century Is To Connect Creativity With Technology

People Say Sometimes, "you Work In The Fastest-moving Industry In The World." I Don't Feel That Way. I Think I Work In One Of The Slowest. It Seems To Take Forever To Get Anything Done.

Some Mistakes Will Be Made Along The Way. That's Good. Because Some Decisions Are Being Made Along The Way. We'll Find The Mistakes. We'll Fix Them.

Stealing Things Is Everybody's Problem. We [apple Inc.] Own A Lot Of Intellectual Property, And We Don't Like When People Steal It. So People Are Stealing Stuff And We're Optimists. We Believe That 80 Percent Of The People Stealing Stuff Don't Want To Be; There's Just No Legal Alternative.

Packaging Can Be Theater, It Can Create A Story