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

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" Innovation has nothing to do with how many R & D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R & D. It's not about money. It's about the people you have, how you're led, and how much you get it. "

" 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? "

" If you're gonna make connections which are innovative... you have to not have the same bag of experiences as everyone else does. "

" We made the buttons on the screen look so good you'll want to lick them. "

" I think we're having fun. I think our customers really like our products. And we're always trying to do better. "

" What is Apple, after all? Apple is about people who think 'outside the box,' people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get a job done. "

Change The World

" 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. "

" Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while. That's because they were able to connect experiences they've had and synthesize new things. "

" We want to reinvent the phone. What's the killer app? The killer app is making calls! It's amazing how hard it is to make calls on most phones. We want to let you use contacts like never before - sync your iPhone with your PC or mac. "

" Computers themselves, and software yet to be developed, will revolutionize the way we learn. "

" Innovation distinguishes between a leader and a follower. "

" Japan's very interesting. Some people think it copies things. I don't think that anymore. I think what they do is reinvent things. They will get something that's already been invented and study it until they thoroughly understand it. In some cases, they understand it better than the original inventor. "

" In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains and the sofa. But to me, nothing could be further from the meaning of design. "

" 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. "

" It is piracy, not overt online music stores, which is our main competitor. "

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

" 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. "

" 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. "

" Well, Apple invented the PC as we know it, and then it invented the graphical user interface as we know it eight years later (with the introduction of the Mac). But then, the company had a decade in which it took a nap. "

" It's not the tools that you have faith in - tools are just tools. They work, or they don't work. It's people you have faith in or not. Yeah, sure, I'm still optimistic I mean, I get pessimistic sometimes but not for long. "

" You'll see more and more perfection of that - computer as servant. But the next thing is going to be computer as a guide or agent. "

" 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. "

" Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations. "

" My biological mother later found out that my mother had never graduated from college and that my father had never graduated from high school. She refused to sign the final adoption papers. She only relented a few months later when my parents promised that I would someday go to college. "

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

" 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. "

" An iPod, a phone, an internet mobile communicator... these are NOT three separate devices! And we are calling it iPhone! Today Apple is going to reinvent the phone. And here it is. "

" 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. "

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

" We're just enthusiastic about what we do. "