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" 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. "

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" Bottom line is, I didn't return to Apple to make a fortune. I've been very lucky in my life and already have one. When I was 25, my net worth was $100 million or so. I decided then that I wasn't going to let it ruin my life. There's no way you could ever spend it all, and I don't view wealth as something that validates my intelligence. "

" I think money is a wonderful thing because it enables you to do things. It enables you to invest in ideas that don't have a short-term payback. "

" But Apple really beats to a different drummer. I used to say that Apple should be the Sony of this business, but in reality, I think Apple should be the Apple of this business. "

" A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets. "

The Right Thing

" When you're young, you look at television and think, there's a conspiracy. The networks have conspired to dumb us down. But when you get a little older, you realize that's not true. The networks are in business to give people exactly what they want. "

" 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. "

" 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. "

" I learned about serif and san serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can't capture, and I found it fascinating. "

" I think it's brought the world a lot closer together, and will continue to do that. There are downsides to everything; there are unintended consequences to everything. The most corrosive piece of technology that I've ever seen is called television - but then, again, television, at its best, is magnificent. "

" Innovation distinguishes between a leader and a follower. "

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

" For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through. "

" 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 system is that there is no system. That doesn't mean we don't have process. Apple is a very disciplined company, and we have great processes. But that's not what it's about. Process makes you more efficient. "

" 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. "

" It's not a faith in technology. It's faith in people. "

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

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

" Stay hungry, stay foolish. "

" 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. "

" I believe life is an intelligent thing: that things aren't random. "

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

" Who wants a stylus. You have to get em and put em away, and you lose em. Yuck. Nobody wants a stylus. "

" Our DNA is as a consumer company - for that individual customer who's voting thumbs up or thumbs down. That's who we think about. And we think that our job is to take responsibility for the complete user experience. And if it's not up to par, it's our fault, plain and simply. "

" These technologies can make life easier, can let us touch people we might not otherwise. You may have a child with a birth defect and be able to get in touch with other parents and support groups, get medical information, the latest experimental drugs. These things can profoundly influence life. I'm not downplaying that. "

" 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. "

" 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. "

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

" I'm very excited about having the Internet in my den. "

" It takes these very simple-minded instructions - 'Go fetch a number, add it to this number, put the result there, perceive if it's greater than this other number' - but executes them at a rate of, let's say, 1,000,000 per second. At 1,000,000 per second, the results appear to be magic. "