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.
Steve Jobs
Stay Hungry, Stay Foolish
Steve Jobs
I want to put a ding in the universe.
Steve Jobs
Your time is limited, don't waste it living someone else's life. Don't be trapped by dogma, which is living the result of other people's thinking. Don't let the noise of other's opinion drowned your own inner voice. And most important, have the courage to follow your heart and intuition, they somehow already know what you truly want to become. Everything else is secondary.
Steve Jobs
Apple's market share is bigger than BMW's or Mercedes's or Porsche's in the automotive market. What's wrong with being BMW or Mercedes?
Steve Jobs
Before you criticize someone, you should walk a mile in their shoes. That way when you criticize them, you are a mile away from them and you have their shoes.
Steve Jobs
Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.
Steve Jobs
Design is not just what it looks like and feels like. Design is how it works.
Steve Jobs
I think we're having fun. I think our customers really like our products. And we're always trying to do better.
Steve Jobs
I want to put a ding in the universe.
Steve Jobs
Innovation distinguishes between a leader and a follower.
Steve Jobs
It is piracy, not overt online music stores, which is our main competitor.
Steve Jobs
It took us three years to build the NeXT computer. If we'd given customers what they said they wanted, we'd have built a computer they'd have been happy with a year after we spoke to them - not something they'd want now.
Steve Jobs
Pretty much, Apple and Dell are the only ones in this industry making money. They make it by being Wal-Mart. We make it by innovation.
Steve Jobs
Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.
Steve Jobs
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.
Steve Jobs
To turn really interesting ideas and fledgling technologies into a company that can continue to innovate for years, it requires a lot of disciplines.
Steve Jobs
Why join the navy if you can be a pirate?
Steve Jobs
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.
Steve Jobs
Have you ever noticed that anybody driving slower than you is an idiot, and anyone going faster than you is a maniac?
Steve Jobs
See, the problem is that God gives men a brain and a penis, and only enough blood to run one at a time.
Steve Jobs
The ones who are crazy enough to think that they can change the world, are the ones who do.
Steve Jobs
With our technology, with objects, literally three people in a garage can blow away what 200 people at Microsoft can do. Literally can blow it away. Corporate America has a need that is so huge and can save them so much money, or make them so much money, or cost them so much money if they miss it, that they are going to fuel the object revolution.
Steve Jobs
Woz is living his own life now. He hasn't been around Apple for about five years. But what he did will go down in history.
Steve Jobs
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.
Steve Jobs
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.
Steve Jobs
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.
Steve Jobs
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.
Steve Jobs
Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma - which is living with the results of other people's thinking. Don't let the noise of others' opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition.
Steve Jobs
Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven't found it yet, keep looking. Don't settle. As with all matters of the heart, you'll know when you find it.
Steve Jobs
There's no other company that could make a MacBook Air and the reason is that not only do we control the hardware, but we control the operating system. And it is the intimate interaction between the operating system and the hardware that allows us to do that. There is no intimate interaction between Windows and a Dell notebook.
Steve Jobs
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.
Steve Jobs
Things don't have to change the world to be important.
Steve Jobs
This is what customers pay us for - to sweat all these details so it's easy and pleasant for them to use our computers. We're supposed to be really good at this. That doesn't mean we don't listen to customers, but it's hard for them to tell you what they want when they've never seen anything remotely like it.
Steve Jobs
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?
Steve Jobs
To turn really interesting ideas and fledgling technologies into a company that can continue to innovate for years, it requires a lot of disciplines.
Steve Jobs
We don't get a chance to do that many things, and every one should be really excellent. Because this is our life. Life is brief, and then you die, you know? So this is what we've chosen to do with our life.
Steve Jobs
We hire people who want to make the best things in the world.
Steve Jobs
We made the buttons on the screen look so good you'll want to lick them.
Steve Jobs
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.
Steve Jobs
We think the Mac will sell zillions, but we didn't build the Mac for anybody else. We built it for ourselves. We were the group of people who were going to judge whether it was great or not. We weren't going to go out and do market research. We just wanted to build the best thing we could build.
Steve Jobs
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.
Steve Jobs
We're going to be able to ask our computers to monitor things for us, and when certain conditions happen, are triggered, the computers will take certain actions and inform us after the fact.
Steve Jobs
We're just enthusiastic about what we do.
Steve Jobs
We've demonstrated a strong track record of being very disciplined with the use of our cash. We don't let it burn a hole in our pocket, we don't allow it to motivate us to do stupid acquisitions. And so I think that we'd like to continue to keep our powder dry, because we do feel that there are one or more strategic opportunities in the future.
Steve Jobs
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.
Steve Jobs
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.
Steve Jobs
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.
Steve Jobs
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.
Steve Jobs
Who wants a stylus. You have to get em and put em away, and you lose em. Yuck. Nobody wants a stylus.
Steve Jobs
Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because almost everything - all external expectations, all pride, all fear of embarrassment or failure - these things just fall away in the face of death, leaving only what is truly important.
Steve Jobs
Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.
Steve Jobs
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.
Steve Jobs
So when these people sell out, even though they get fabulously rich, they're gypping themselves out of one of the potentially most rewarding experiences of their unfolding lives. Without it, they may never know their values or how to keep their newfound wealth in perspective.
Steve Jobs
Sometimes life hits you in the head with a brick. Don't lose faith.
Steve Jobs
Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.
Steve Jobs
Stay hungry, stay foolish.
Steve Jobs
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.
Steve Jobs
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.
Steve Jobs
The design of the Mac wasn't what it looked like, although that was part of it. Primarily, it was how it worked. To design something really well, you have to get it. You have to really grok what it's all about. It takes a passionate commitment to really thoroughly understand something, chew it up, not just quickly swallow it.
Steve Jobs
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.
Steve Jobs
The desktop metaphor was invented because one, you were a stand-alone device, and two, you had to manage your own storage. That's a very big thing in a desktop world. And that may go away. You may not have to manage your own storage. You may not store much before too long.
Steve Jobs
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.
Steve Jobs
The manual for WordStar, the most popular word-processing program, is 400 pages thick. To write a novel, you have to read a novel - one that reads like a mystery to most people. They're not going to learn slash q-z any more than they're going to learn Morse code. That is what Macintosh is all about.
Steve Jobs
The most compelling reason for most people to buy a computer for the home will be to link it to a nationwide communications network. We're just in the beginning stages of what will be a truly remarkable breakthrough for most people - as remarkable as the telephone.
Steve Jobs
The over-all point is that new technology will not necessarily replace old technology, but it will date it. By definition. Eventually, it will replace it. But it's like people who had black-and-white TVs when color came out. They eventually decided whether or not the new technology was worth the investment.
Steve Jobs
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.
Steve Jobs
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.
Steve Jobs
The seven-inch tablets are tweeners: too big to compete with a smartphone, and too small to compete with an iPad.
Steve Jobs
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.
Steve Jobs
