"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."

"I make 50 cents for showing up … and the other 50 cents is based on my performance."

"I've seen the demonstrations on the Internet about how you can find another person using a Zune and give them a song they can play three times. It takes forever. By the time you've gone through all that, the girl's got up and left! You're much better off to take one of your earbuds out and put it in her ear. Then you're connected with about two feet of headphone cable."

"We had the hardware expertise, the industrial design expertise and the software expertise, including iTunes. One of the biggest insights we have was that we decided not to try to manage your music library on the iPod, but to manage it in iTunes. Other companies tried to do everything on the device itself and made it so complicated that it was useless."

"Look at the design of a lot of consumer products — they're really complicated surfaces. We tried to make something much more holistic and simple. When you first start off trying to solve a problem, the first solutions you come up with are very complex, and most people stop there. But if you keep going, and live with the problem and peel more layers of the onion off, you can often times arrive at some very elegant and simple solutions. Most people just don't put in the time or energy to get there. We believe that customers are smart, and want objects which are well thought through."

"Our friends up north spend over five billion dollars on research and development and all they seem to do is copy Google and Apple."

"You know, you keep on innovating, you keep on making better stuff. And if you always want the latest and greatest, then you have to buy a new iPod at least once a year."

"I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long. Just figure out what's next."

"And one more thing..."

"Because I'm the CEO, and I think it can be done."

"They are shamelessly copying us."

"Pixar is the most technically advanced creative company; Apple is the most creatively advanced technical company."

"Mac OS X Tiger will come out long before Longhorn."

"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. 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. It's ad hoc meetings of six people called by someone who thinks he has figured out the coolest new thing ever and who wants to know what other people think of his idea. And it comes from saying no to 1,000 things to make sure we don't get on the wrong track or try to do too much. We're always thinking about new markets we could enter, but it's only by saying no that you can concentrate on the things that are really important."

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

"I get asked a lot why Apple's customers are so loyal. It's not because they belong to the Church of Mac! That's ridiculous."

"I'm the only person I know that's lost a quarter of a billion dollars in one year.... It's very character-building."

"It wasn't that Microsoft was so brilliant or clever in copying the Mac, it's that the Mac was a sitting duck for 10 years. That's Apple's problem: Their differentiation evaporated."

"The cure for Apple is not cost-cutting. The cure for Apple is to innovate its way out of its current predicament."

"Why would I ever want to run Disney? Wouldn't it make more sense just to sell them Pixar and retire?"

"We think basically you watch television to turn your brain off, and you work on your computer when you want to turn your brain on."

"We used to dream about this stuff. Now we get to build it. It's pretty great."

"The subscription model of buying music is bankrupt. I think you could make available the Second Coming in a subscription model and it might not be successful."

"We don't believe it's possible to protect digital content … What's new is this amazingly efficient distribution system for stolen property called the Internet — and no one's gonna shut down the Internet. And it only takes one stolen copy to be on the Internet. And the way we expressed it to them is: Pick one lock — open every door. It only takes one person to pick a lock. Worst case: Somebody just takes the analog outputs of their CD player and rerecords it — puts it on the Internet. You'll never stop that. So what you have to do is compete with it."

"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."

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

"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."