“ So let's not use a stylus. We're going to use the best pointing device in the world. We're going to use a pointing device that we're all born with - born with ten of them. We're going to use our fingers. We're going to touch this with our fingers. And we have invented a new technology called multi-touch, which is phenomenal. It works like magic. ”

“ Microsoft has had two goals in the last 10 years. One was to copy the Mac, and the other was to copy Lotus' success in the spreadsheet - basically, the applications business. And over the course of the last 10 years, Microsoft accomplished both of those goals. And now they are completely lost. ”

“ Technology is nothing. What's important is that you have a faith in people, that they're basically good and smart, and if you give them tools, they'll do wonderful things with them. ”

“ I don't think I've ever worked so hard on something, but working on Macintosh was the neatest experience of my life. Almost everyone who worked on it will say that. None of us wanted to release it at the end. It was as though we knew that once it was out of our hands, it wouldn't be ours anymore. ”

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

“ 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. ”

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

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

“ Stay hungry, stay foolish. ”