Designers

"People think it's this veneer — that the designers are handed this box and told, 'Make it look good!' That's not what we think design is. It's not just what it looks like and feels like. Design is how it works."

"There are sneakers that cost more than an iPod."

"It will go down in history as a turning point for the music industry. This is landmark stuff. I can't overestimate it!"

"I would trade all of my technology for an afternoon with Socrates."

"You've baked a really lovely cake, but then you've used dog shit for frosting."

"Microsoft has had two goals. One was to copy the Mac and the other was to copy Lotus' success in the spreadsheet. And over the course of the last 10 years, Microsoft accomplished both of those goals. And now they are completely lost. They were able to copy the Mac because the Mac was frozen in time. The Mac didn't change much for the last 10 years. It changed maybe 10 percent. It was a sitting duck. It's amazing that it took Microsoft 10 years to copy something that was a sitting duck. Apple, unfortunately, doesn't deserve too much sympathy. They invested hundreds and hundreds of millions of dollars into R&D, but very little came out. They produced almost no new innovation since the original Mac itself."

"Rolling Stone: It's been 10 years since the PC revolution started. Rational people can debate about whether technology has made the world a better place –"

"<!-- Rolling Stone: Nevertheless, you've often talked about how technology can empower people, how it can change their lives. Do you still have as much faith in technology today as you did when you started out 20 years ago?"

"<!-- Rolling Stone: It's been 10 years since the Macintosh was introduced. When you look around at the technological landscape today, what's most surprising to you?"

"Unfortunately, people are not rebelling against Microsoft. They don’t know any better."

"I found that there were these incredibly great people at doing certain things, and that you couldn't replace one of these people with 50 average people. They could just do things that no number of average people could do."

"I think Pixar has the opportunity to be the next Disney — not replace Disney — but be the next Disney."

"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."

"But in the end, for something this complicated, it's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them."

"iMac is next year's computer for $1,299, not last year's computer for $999."

"It looks like it's from another planet. A good planet. A planet with better designers"

"Nobody has tried to swallow us since I've been here. I think they are afraid how we would taste."

"Apple has some tremendous assets, but I believe without some attention, the company could, could, could — I'm searching for the right word — could, could die."

"The products suck! There's no sex in them anymore!"

"You‘ve got to start with the customer experience and work backwards to the technology."

"I wish him the best, I really do. I just think he and Microsoft are a bit narrow. He'd be a broader guy if he had dropped acid once or gone off to an ashram when he was younger."

"We hired truly great people and gave them the room to do great work. A lot of companies [...] hire people to tell them what to do. We hire people to tell us what to do. We figure we're paying them all this money; their job is to figure out what to do and tell us."

"We have always been shameless about stealing great ideas."

"I am saddened, not by Microsoft's success — I have no problem with their success. They've earned their success, for the most part. I have a problem with the fact that they just make really third-rate products."

"The only problem with Microsoft is they just have no taste. They have absolutely no taste. And I don't mean that in a small way, I mean that in a big way, in the sense that they don't think of original ideas, and they don't bring much culture into their products."

"I was worth about over a million dollars when I was twenty-three and over ten million dollars when I was twenty-four, and over a hundred million dollars when I was twenty-five and it wasn't that important because I never did it for the money."

"Human minds settle into fixed ways of looking at the world. That’s always been true and it’s probably always going to be true and I think... I’ve always felt that death is the greatest invention of life. I’m sure that life evolved without death at first, and found that without death life didn’t work very well. Because it didn’t make room for the young, who didn’t know how the world was fifty years ago, who didn’t know how the world was twenty years ago. Who saw it as it is today without any preconceptions, and saw and dreamed how it could be based on that. Who were not satisfied based on the accomplishments of the last thirty years, but who were dissatisfied because the current state didn’t live up to their ideals. Without death there would be very little progress."

"If I were running Apple, I would milk the Macintosh for all it's worth — and get busy on the next great thing. The PC wars are over. Done. Microsoft won a long time ago."

"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. And the reason they were able to do that was that they've had more experiences or they have thought more about their experiences than other people... Unfortunately, that's too rare a commodity. A lot of people in our industry haven't had very diverse experiences. So they don't have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one's understanding of the human experience, the better design we will have."

"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 thoroughly understand something — chew it up, not just quickly swallow it. Most people don’t take the time to do that."

"Miele] really thought the process through. They did such a great job designing these washers and dryers. I got more thrill out of them than I have out of any piece of high tech in years."

"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. That's a far more depressing thought. Conspiracy is optimistic! You can shoot the bastards! We can have a revolution! But the networks are really in business to give people what they want. It's the truth."

"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."

"Jobs: Part of what made the Macintosh great was that the people working on it were musicians, poets, and artists, and zoologists, and historians. They also happened to be the best computer scientists in the world. But if it hadn’t been computer science, these people would have been doing amazing things in other fields. We all brought to this a sort of "liberal arts" air, an attitude that we wanted to pull the best that we saw into this field. You don’t get that if you are very narrow."

"Jobs: As a kid, I read an article in the Scientific American. It measured the efficiency of locomotion of various species on the planet. Bears. Chimpanzees. Raccoons. Birds. Fish. How many kilo-calories per kilometer did they spend to move? Humans were measured too. And the condor won. It was the most efficient. Humankind came in with an unimpressive showing about a third of the way down the list. But somebody there had the brilliance to test a human riding a bicycle. We blew away the condor. Off the charts. This really had an impact on me. Humans are tool builders. We build tools that can dramatically amplify our innate human abilities. We ran an ad for this once that the personal computer is the bicycle of the mind. I believe that with every bone in my body."

"You know, I've got a plan that could rescue Apple. I can't say any more than that it's the perfect product and the perfect strategy for Apple. But nobody there will listen to me."

"If I knew in 1986 how much it was going to cost to keep Pixar going, I doubt if I would have bought the company."

"We believe it's the biggest advance in animation since Walt Disney started it all with the release of Snow White 50 years ago."

"John Sculley ruined Apple and he ruined it by bringing a set of values to the top of Apple which were corrupt and corrupted some of the top people who were there, drove out some of the ones who were not corruptible, and brought in more corrupt ones and paid themselves collectively tens of millions of dollars and cared more about their own glory and wealth than they did about what built Apple in the first place — which was making great computers for people to use."

"I'm convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance. It is so hard. You put so much of your life into this thing. There are such rough moments in time that I think most people give up. I don't blame them. Its really tough and it consumes your life. If you've got a family and you're in the early days of a company, I can't imagine how one could do it. I'm sure its been done but its rough. Its pretty much an eighteen hour day job, seven days a week for awhile. Unless you have a lot of passion about this, you're not going to survive. You're going to give it up. So you've got to have an idea, or a problem or a wrong that you want to right that you're passionate about otherwise you're not going to have the perseverance to stick it through. I think that's half the battle right there."

"When you grow up you tend to get told that the world is the way it is and your life is just to live your life inside the world. Try not to bash into the walls too much. Try to have a nice family, have fun, save a little money. That's a very limited life. Life can be much broader once you discover one simple fact: Everything around you that you call life was made up by people that were no smarter than you and you can change it, you can influence it, you can build your own things that other people can use."

"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."

"My opinion is that the only two computer companies that are software-driven are Apple and NeXT, and I wonder about Apple."

"What a computer is to me is it's the most remarkable tool that we have ever come up with. It's the equivalent of a bicycle for our minds."

"How come the Mac group produced Mac and the people at IBM produced the PCjr? We think the Mac will sell zillions, but we didn’t build 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. 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. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.<!--"

"<!-- Playboy: Then for now, aren't you asking home-computer buyers to invest $3000 in what is essentially an act of faith?"

"Computers are actually pretty simple. We’re sitting here on a bench in this cafe. Let’s assume that you understood only the most rudimentary of directions and you asked how to find the rest room. I would have to describe it to you in very specific and precise instructions. I might say, "Scoot sideways two meters off the bench. Stand erect. Lift left foot. Bend left knee until it is horizontal. Extend left foot and shift weight 300 centimeters forward …" and on and on. If you could interpret all those instructions 100 times faster than any other person in this cafe, you would appear to be a magician: You could run over and grab a milk shake and bring it back and set it on the table and snap your fingers, and I’d think you made the milk shake appear, because it was so fast relative to my perception. That’s exactly what a computer does. It takes these very, 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. … Most people have no concept of how an automatic transmission works, yet they know how to drive a car. You don't have to study physics to understand the laws of motion to drive a car. You don't have to understand any of this stuff to use Macintosh."

"It's rare that you see an artist in his 30s or 40s able to really contribute something amazing."

"It'll make your jaw drop."

"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."