Every once in a while a revolutionary product comes along that changes everything. It's very fortunate if you can work on just one of these in your career. … Apple's been very fortunate in that it's introduced a few of these.

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

你的时间有限，所以不要浪费时间活在别人的生活里。

Your time is limited, so don’t waste it living someone else’s life.

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

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

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

Most people don’t have very many numbers in their address book they use their recents as their address book. Right? How many of you do that? I bet more than a few.

求知若饥，虚心若愚。

Stay hungry, stay foolish.

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

I am saddened, not by Microsoft's success

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.

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 –

We're gambling on our vision, and we would rather do that than make "me too" products. Let some other companies do that. For us, it's always the next dream.

It is hard to think that a $2 billion company with 4,300-plus people couldn't compete with six people in blue jeans.

[ 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.

If, for some reason, we make some big mistake and IBM wins, my personal feeling is that we are going to enter a computer Dark Ages for about twenty years.

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

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.

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.

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.

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

We also know first hand that Flash is the number one reason Macs crash.

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