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" You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new. "

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" You know, my main reaction to this money thing is that it's humorous, all the attention to it, because it's hardly the most insightful or valuable thing that's happened to me. "

" 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 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. "

" Being the richest man in the cemetery doesn't matter to me. Going to bed at night saying we've done something wonderful, that's what matters to me. "

" Each year has been so robust with problems and successes and learning experiences and human experienes that a year is a lifetime at Apple. So this has been ten lifetimes. "

" 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. "

" 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. "

" The engineering is long gone in most PC companies. In the consumer electronics companies, they don't understand the software parts of it. And so you really can't make the products that you can make at Apple anywhere else right now. Apple's the only company that has everything under one roof. "

" 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. "

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

" I think right now it's a battle for the mindshare of developers and for the mindshare of customers, and right now iPhone and Android are winning that battle. "

" That's been one of my mantras - focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it's worth it in the end because once you get there, you can move mountains. "

" I want to put a ding in the universe. "

" What we want to do is make a leapfrog product that is way smarter than any mobile device has ever been, and super-easy to use. This is what iPhone is. OK? So, we're going to reinvent the phone. "

" I'm an optimist in the sense that I believe humans are noble and honorable, and some of them are really smart. I have a very optimistic view of individuals. "

" Great things in business are never done by one person. They're done by a team of people. "

" First was the mouse. The second was the click wheel. And now, we're going to bring multi-touch to the market. And each of these revolutionary interfaces has made possible a revolutionary product - the Mac, the iPod and now the iPhone. "

" 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. "

" Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works. "

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

" 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. "

" Stay hungry, stay foolish. "

" 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. "

" 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 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. "

" Sometimes life hits you in the head with a brick. Don't lose faith. "

" 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. "

" 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. "

" 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. "