I've always wanted to own and control the primary technology in everything we do.
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.
Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?
Insanely Great!
I feel like somebody just punched me in the stomach and knocked all my wind out. I'm only 30 years old and I want to have a chance to continue creating things. I know I've got at least one more great computer in me. And Apple is not going to give me a chance to do that.
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.
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.
In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service.
I'm as proud of what we don't do as I am of what we do.
Quality is more important than quantity. One home run is much better than two doubles.