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" Be a yardstick of quality. Some people aren't used to an environment where excellence is expected. "

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" When you're a carpenter making a beautiful chest of drawers, you're not going to use a piece of plywood on the back, even though it faces the wall and nobody will ever see it. You'll know it's there, so you're going to use a beautiful piece of wood on the back. "

" I have a great respect for incremental improvement, and I've done that sort of thing in my life, but I've always been attracted to the more revolutionary changes. I don't know why. Because they're harder. They're much more stressful emotionally. And you usually go through a period where everybody tells you that you've completely failed. "

" Older people sit down and ask, 'What is it?' but the boy asks, 'What can I do with it?'. "

" We think Android is very, very fragmented, and becoming more fragmented by the day. And as you know, Apple strives for the integrated model so that the user isn't forced to be the systems integrator. "

" Most people have no concept of how an automatic transmission works, yet they know how to drive a car. You don't have to study physics to understand the laws of motion to drive a car. You don't have to understand any of this stuff to use Macintosh. "

" I didn't see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life. "

" No one wants to die. Even people who want to go to heaven don't want to die to get there. And yet death is the destination we all share. No one has ever escaped it. And that is as it should be, because Death is very likely the single best invention of Life. It is Life's change agent. It clears out the old to make way for the new. "

" My favorite things in life don't cost any money. It's really clear that the most precious resource we all have is time. "

" The desktop computer industry is dead. Innovation has virtually ceased. Microsoft dominates with very little innovation. That's over. Apple lost. The desktop market has entered the dark ages, and it's going to be in the dark ages for the next 10 years, or certainly for the rest of this decade. "

" This revolution, the information revoultion, is a revolution of free energy as well, but of another kind: free intellectual energy. It's very crude today, yet our Macintosh computer takes less power than a 100-watt bulb to run it and it can save you hours a day. What will it be able to do ten or 20 years from now, or 50 years from now? "

" It's hard to tell with these Internet startups if they're really interested in building companies or if they're just interested in the money. I can tell you, though: If they don't really want to build a company, they won't luck into it. That's because it's so hard that if you don't have a passion, you'll give up. "

" Leadership and learning are indispensable to each other. "

John F. Kennedy

" 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. "

" The key to successful leadership today is influence, not authority. "

" Leadership is the capacity to translate vision into reality. "

" The people who are doing the work are the moving force behind the Macintosh. My job is to create a space for them, to clear out the rest of the organization and keep it at bay. "

" And no, we don't know where it will lead. We just know there's something much bigger than any of us here. "

" You can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something - your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life. "

" I get asked a lot why Apple's customers are so loyal. It's not because they belong to the Church of Mac! That's ridiculous. "

" Of all the inventions of humans, the computer is going to rank near or at the top as history unfolds and we look back. It is the most awesome tool that we have ever invented. I feel incredibly lucky to be at exactly the right place in Silicon Valley, at exactly the right time, historically, where this invention has taken form. "

" Everyone here has the sense that right now is one of those moments when we are influencing the future. "

" Our goal is to make the best devices in the world, not to be the biggest. "

" The seven-inch tablets are tweeners: too big to compete with a smartphone, and too small to compete with an iPad. "

" The reason that Apple is able to create products like the iPad is because we've always tried to be at the intersection of technology and the liberal arts. "

" I've always wanted to own and control the primary technology in everything we do. "

" Part of what made the Macintosh great was that the people working on it were musicians, poets, and artists, and zoologists, and historians. They also happened to be the best computer scientists in the world. But if it hadn't been computer science, these people would have been doing amazing things in other fields. "

" Apple took the edge off the word 'computer.' "

" But innovation comes from people meeting up in the hallways or calling each other at 10:30 at night with a new idea, or because they realized something that shoots holes in how we've been thinking about a problem. "

" The reason we wouldn't make a seven-inch tablet isn't because we don't want to hit a price point, it's because we don't think you can make a great tablet with a seven-inch screen. "

" 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. "