---
title: "42 Apple Quotes By Steve Jobs"
description: "42 Apple quotes by Steve Jobs. Plus more from Steve Jobs and more Apple sayings from other authors."
image: "https://sms4smile.com/quotes/i/e5f/steve-jobs-307_apple_apple-stores-are-intended-not-just-to-mo_3110457.jpg"
---

> [Apple stores are intended not just to move boxes, but to enrich lives.](https://sms4smile.com/quotes/steve-jobs/apple-stores-are-intended-not-just-to-move-boxes-but-to-enrich-lives/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/e5f/steve-jobs-307_apple_apple-stores-are-intended-not-just-to-mo_3110457.jpg)

> [Apple took the edge off the word 'computer.'](https://sms4smile.com/quotes/steve-jobs/apple-took-the-edge-off-the-word-computer/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/c89/steve-jobs-307_apple_apple-took-the-edge-off-the-word-compute_446642.jpg)

> [Apple has some tremendous assets, but I believe without some attention, the company could, could, could - I'm searching for the right…](https://sms4smile.com/quotes/steve-jobs/apple-has-some-tremendous-assets-but-i-believe-without-some-attention/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/7c2/steve-jobs-307_apple_apple-has-some-tremendous-assets-but-i-b_2830189.jpg)

> [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…](https://sms4smile.com/quotes/steve-jobs/i-get-asked-a-lot-why-apple-s-customers-are-so-loyal-it-s-not-because/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/76c/steve-jobs-307_apple_i-get-asked-a-lot-why-apple-s-customers_2366358.jpg)

> [That's what Walt Disney did, and Hewlett and Packard, and the people who built Intel. They created a company to last, not…](https://sms4smile.com/quotes/steve-jobs/that-s-what-walt-disney-did-and-hewlett-and-packard-and-the-people/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/8ec/steve-jobs-307_apple_that-s-what-walt-disney-did-and-hewlett_3231735.jpg)

> [Pretty much, Apple and Dell are the only ones in this industry making money. They make it by being Wal-Mart. We make…](https://sms4smile.com/quotes/steve-jobs/pretty-much-apple-and-dell-are-the-only-ones-in-this-industry-making/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/ed8/steve-jobs-307_innovation_pretty-much-apple-and-dell-are-the-only_1774640.jpg)

> [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?](https://sms4smile.com/quotes/steve-jobs/apple-s-market-share-is-bigger-than-bmw-s-or-mercedes-s-or-porsche-s/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/b96/steve-jobs-307_apple_apple-s-market-share-is-bigger-than-bmw_2488861.jpg)

> [Woz is living his own life now. He hasn't been around Apple for about five years. But what he did will go…](https://sms4smile.com/quotes/steve-jobs/woz-is-living-his-own-life-now-he-hasn-t-been-around-apple-for-about/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/5fa/steve-jobs-307_apples_woz-is-living-his-own-life-now-he-hasn-t_1362819.jpg)

> [We're not a media company. We don't own media. We don't own music. We don't own films or television. We're not a…](https://sms4smile.com/quotes/steve-jobs/we-re-not-a-media-company-we-don-t-own-media-we-don-t-own-music-we/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/f18/steve-jobs-307_apple_we-re-not-a-media-company-we-don-t-own-m_400385.jpg)

> [“The thing that bound us together at Apple was the ability to make things that were going to change the world. That…](https://sms4smile.com/quotes/steve-jobs/the-thing-that-bound-us-together-at-apple-was-the-ability-to-make/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/6cd/steve-jobs-307_apple_the-thing-that-bound-us-together-at-appl_261714.jpg)

> [“Finally Jobs proposed Apple Computer. “I was on one of my fruitarian diets,” he explained. “I had just come back from the…](https://sms4smile.com/quotes/steve-jobs/finally-jobs-proposed-apple-computer-i-was-on-one-of-my-fruitarian/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/7f5/steve-jobs-307_apple_finally-jobs-proposed-apple-computer-i-w_1427961.jpg)

> [Every once in a while a revolutionary product comes along that changes everything. It's very fortunate if you can work on just…](https://sms4smile.com/quotes/steve-jobs/every-once-in-a-while-a-revolutionary-product-comes-along-that-2/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/67a/steve-jobs-307_apples_every-once-in-a-while-a-revolutionary-pr_1793275.jpg)

> [An iPod, a phone, an internet mobile communicator... these are NOT three separate devices! And we are calling it iPhone! Today Apple…](https://sms4smile.com/quotes/steve-jobs/an-ipod-a-phone-an-internet-mobile-communicator-these-are-not-three/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/3ea/steve-jobs-307_apple_an-ipod-a-phone-an-internet-mobile-commu_469167.jpg)

> [It wasn't that Microsoft was so brilliant or clever in copying the Mac, it's that the Mac was a sitting duck for…](https://sms4smile.com/quotes/steve-jobs/it-wasn-t-that-microsoft-was-so-brilliant-or-clever-in-copying-the/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/84f/steve-jobs-307_apples_it-wasn-t-that-microsoft-was-so-brillian_1856951.jpg)

> [Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products... We trust as…](https://sms4smile.com/quotes/steve-jobs/apple-s-goal-isn-t-to-make-money-our-goal-is-to-design-and-develop/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/e70/steve-jobs-307_apple_apple-s-goal-isn-t-to-make-money-our-goa_408836.jpg)

> [What is Apple, after all? Apple is about people who think 'outside the box,' people who want to use computers to help…](https://sms4smile.com/quotes/steve-jobs/what-is-apple-after-all-apple-is-about-people-who-think-outside-the/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/7d7/steve-jobs-307_apple_what-is-apple-after-all-apple-is-about-p_491698.jpg)

> [I'll always stay connected with Apple. I hope that throughout my life I'll sort of have the thread of my life and…](https://sms4smile.com/quotes/steve-jobs/i-ll-always-stay-connected-with-apple-i-hope-that-throughout-my-life/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/8d4/steve-jobs-307_apple_i-ll-always-stay-connected-with-apple-i_1020362.jpg)

> [“Apple at the core, its core value, is that we believe that people with passion can change the world for the better.…](https://sms4smile.com/quotes/steve-jobs/apple-at-the-core-its-core-value-is-that-we-believe-that-people-with/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/9a8/steve-jobs-307_apple_apple-at-the-core-its-core-value-is-that_502543.jpg)

> [ Our approach is to think of companies not as businesses but as collections of people. We \[Apple\]want to qualitatively change the way… ](https://sms4smile.com/quotes/steve-jobs/our-approach-is-to-think-of-companies-not-as-businesses-but-as/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/2f7/steve-jobs-307_add_our-approach-is-to-think-of-companies-no_2938528.jpg)

> [When I hire somebody really senior, competence is the ante. They have to be really smart. But the real issue for me…](https://sms4smile.com/quotes/steve-jobs/when-i-hire-somebody-really-senior-competence-is-the-ante-they-have/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/206/steve-jobs-307_apple_when-i-hire-somebody-really-senior-compe_2538419.jpg)

> [I was actually a fruitarian at that point in time. I ate only fruit. Now I'm a garbage can like everyone else.…](https://sms4smile.com/quotes/steve-jobs/i-was-actually-a-fruitarian-at-that-point-in-time-i-ate-only-fruit/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/3f0/steve-jobs-307_apples_i-was-actually-a-fruitarian-at-that-poin_817501.jpg)

> [The reason that Apple is able to create products like the iPad is because we've always tried to be at the intersection…](https://sms4smile.com/quotes/steve-jobs/the-reason-that-apple-is-able-to-create-products-like-the-ipad-is/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/cc3/steve-jobs-307_art_the-reason-that-apple-is-able-to-create_2142553.jpg)

> [Pixar is the most technically advanced creative company; Apple is the most creatively advanced technical company.](https://sms4smile.com/quotes/steve-jobs/pixar-is-the-most-technically-advanced-creative-company-apple-is-the/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/fa9/steve-jobs-307_apple_pixar-is-the-most-technically-advanced-c_3224841.jpg)

> [The roots of apple were to build computers for people, not for corporations. The world doesn't need another dell or compaq.](https://sms4smile.com/quotes/steve-jobs/the-roots-of-apple-were-to-build-computers-for-people-not-for/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/136/steve-jobs-307_apple_the-roots-of-apple-were-to-build-compute_3005678.jpg)

> [If I were running Apple, I would milk the Macintosh for all it's worth - and get busy on the next great…](https://sms4smile.com/quotes/steve-jobs/if-i-were-running-apple-i-would-milk-the-macintosh-for-all-it-s-worth/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/089/steve-jobs-307_apples_if-i-were-running-apple-i-would-milk-the_1405709.jpg)

> [Apple is the only company in the world that has all of that under one roof. We can invent a complete a…](https://sms4smile.com/quotes/steve-jobs/apple-is-the-only-company-in-the-world-that-has-all-of-that-under-one/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/c4d/steve-jobs-307_apples_apple-is-the-only-company-in-the-world-t_1663721.jpg)

> [My opinion is that the only two computer companies that are software-driven are Apple and NeXT, and I wonder about Apple.](https://sms4smile.com/quotes/steve-jobs/my-opinion-is-that-the-only-two-computer-companies-that-are-software/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/b7e/steve-jobs-307_apple_my-opinion-is-that-the-only-two-computer_2958267.jpg)

> [ Stealing things is everybody's problem. We \[Apple Inc.\] own a lot of intellectual property, and we don't like when people steal it.… ](https://sms4smile.com/quotes/steve-jobs/stealing-things-is-everybody-s-problem-we-apple-inc-own-a-lot-of/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/802/steve-jobs-307_alternatives_stealing-things-is-everybody-s-problem-w_2741327.jpg)

> [We have never worried about numbers. In the market place, Apple is trying to focus the spotlight on products, because products really…](https://sms4smile.com/quotes/steve-jobs/we-have-never-worried-about-numbers-in-the-market-place-apple-is/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/5e5/steve-jobs-307_apples_we-have-never-worried-about-numbers-in-t_1234403.jpg)

> [Well, Apple invented the PC as we know it, and then it invented the graphical user interface as we know it eight…](https://sms4smile.com/quotes/steve-jobs/well-apple-invented-the-pc-as-we-know-it-and-then-it-invented-the/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/0d0/steve-jobs-307_apple_well-apple-invented-the-pc-as-we-know-it_941918.jpg)

> [We're cautious. We'd rather exceed expectations than miss but I think it's going to be a continued difficult economy. Apple is trying…](https://sms4smile.com/quotes/steve-jobs/we-re-cautious-we-d-rather-exceed-expectations-than-miss-but-i-think/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/14c/steve-jobs-307_apples_we-re-cautious-we-d-rather-exceed-expect_1033390.jpg)

> [I didn't see it then, but it turned out that getting fired from Apple was the best thing that could have ever…](https://sms4smile.com/quotes/steve-jobs/i-didn-t-see-it-then-but-it-turned-out-that-getting-fired-from-apple/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/d0d/steve-jobs-307_apple_i-didn-t-see-it-then-but-it-turned-out-t_1443356.jpg)

> [The system is that there is no system. That doesn't mean we don't have process. Apple is a very disciplined company, and…](https://sms4smile.com/quotes/steve-jobs/the-system-is-that-there-is-no-system-that-doesn-t-mean-we-don-t-have/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/c26/steve-jobs-307_apple_the-system-is-that-there-is-no-system-th_2047057.jpg)

> [We think Android is very, very fragmented, and becoming more fragmented by the day. And as you know, Apple strives for the…](https://sms4smile.com/quotes/steve-jobs/we-think-android-is-very-very-fragmented-and-becoming-more-fragmented/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/9bf/steve-jobs-307_android_we-think-android-is-very-very-fragmented_312316.jpg)

> [ I'd say we \[Apple Inc.\] are the most creative of the technology companies and definitely the most artist-friendly. Almost everyone in the… ](https://sms4smile.com/quotes/steve-jobs/i-d-say-we-apple-inc-are-the-most-creative-of-the-technology/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/55d/steve-jobs-307_apple_i-d-say-we-apple-inc-are-the-most-creati_2295217.jpg)

> [ I mean, some people say, 'Oh, God, if \[Jobs\] got run over by a bus, Apple would be in trouble.' And, you… ](https://sms4smile.com/quotes/steve-jobs/i-mean-some-people-say-oh-god-if-jobs-got-run-over-by-a-bus-apple/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/38e/steve-jobs-307_apple_i-mean-some-people-say-oh-god-if-jobs-go_2546301.jpg)

> [But Apple really beats to a different drummer. I used to say that Apple should be the Sony of this business, but…](https://sms4smile.com/quotes/steve-jobs/but-apple-really-beats-to-a-different-drummer-i-used-to-say-that/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/bdd/steve-jobs-307_apples_but-apple-really-beats-to-a-different-dr_1537406.jpg)

> [The reason that Apple is able to create products like iPad is because we always try to be at the intersection of…](https://sms4smile.com/quotes/steve-jobs/the-reason-that-apple-is-able-to-create-products-like-ipad-is-because/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/3e6/steve-jobs-307_able_the-reason-that-apple-is-able-to-create_2232.jpg)

> [I feel like somebody just punched me in the stomach and knocked all my wind out. I'm only 30 years old and…](https://sms4smile.com/quotes/steve-jobs/i-feel-like-somebody-just-punched-me-in-the-stomach-and-knocked-all/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/8ca/steve-jobs-307_apples_i-feel-like-somebody-just-punched-me-in_1640456.jpg)

> [We have never worried about numbers. In the marketplace, Apple is trying to focus the spotlight on products, because products really make…](https://sms4smile.com/quotes/steve-jobs/we-have-never-worried-about-numbers-in-the-marketplace-apple-is/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/32b/steve-jobs-307_apples_we-have-never-worried-about-numbers-in-t_1271415.jpg)

## Other authors on Apple

## More by Steve Jobs

> [Who wants a stylus. You have to get em and put em away, and you lose em. Yuck. Nobody wants a stylus.](https://sms4smile.com/quotes/steve-jobs/who-wants-a-stylus-you-have-to-get-em-and-put-em-away-and-you-lose-em/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

> [The reason that Apple is able to create products like iPad is because we always try to be at the intersection of technology and…](https://sms4smile.com/quotes/steve-jobs/the-reason-that-apple-is-able-to-create-products-like-ipad-is-because/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

> [I admire Mark Zuckerberg... for not selling out, for wanting to make a company. I admire that a lot.](https://sms4smile.com/quotes/steve-jobs/i-admire-mark-zuckerberg-for-not-selling-out-for-wanting-to-make-a/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

> [If you want to hire great people and have them stay, you have to be run by ideas, not hierarchy. The best ideas have…](https://sms4smile.com/quotes/steve-jobs/if-you-want-to-hire-great-people-and-have-them-stay-you-have-to-be/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

> [Everything around you that you call life was made up by people that were no smarter than you and you can change it, you…](https://sms4smile.com/quotes/steve-jobs/everything-around-you-that-you-call-life-was-made-up-by-people-that/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

> [“Innovation is not about saying yes to everything. It's about saying NO to all but the most crucial features.”](https://sms4smile.com/quotes/steve-jobs/innovation-is-not-about-saying-yes-to-everything-it-s-about-saying-no/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

> [I have always said if there ever came a day when I could no longer meet my duties and expectations as Apple's CEO, I…](https://sms4smile.com/quotes/steve-jobs/i-have-always-said-if-there-ever-came-a-day-when-i-could-no-longer/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

> [When you first start off trying to solve a problem, the first solutions you come up with are very complex, and most people stop…](https://sms4smile.com/quotes/steve-jobs/when-you-first-start-off-trying-to-solve-a-problem-the-first/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

> [I'm not dismissing the value of higher education; I'm simply saying it comes at the expense of experience.](https://sms4smile.com/quotes/steve-jobs/i-m-not-dismissing-the-value-of-higher-education-i-m-simply-saying-it/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

> [“To YoYo Ma: "You playing is the best argument I've ever heard for the existence of God, because I don't really believe a human…](https://sms4smile.com/quotes/steve-jobs/to-yoyo-ma-you-playing-is-the-best-argument-i-ve-ever-heard-for-the/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

> [The most important thing is a person. A person who incites your curiosity and feeds your curiosity; and machines cannot do that in the…](https://sms4smile.com/quotes/steve-jobs/the-most-important-thing-is-a-person-a-person-who-incites-your/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

> [The tragedy is that Dell didn't win it - we lost it.](https://sms4smile.com/quotes/steve-jobs/the-tragedy-is-that-dell-didn-t-win-it-we-lost-it/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

> [“I think great artists and great engineers are similar, in that they both have a desire to express themselves. In fact some of the…](https://sms4smile.com/quotes/steve-jobs/i-think-great-artists-and-great-engineers-are-similar-in-that-they/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

> [It's rare that you see an artist in his 30s or 40s able to really contribute something amazing.](https://sms4smile.com/quotes/steve-jobs/it-s-rare-that-you-see-an-artist-in-his-30s-or-40s-able-to-really/)

[Steve Jobs](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/steve-jobs/we-re-going-to-be-able-to-ask-our-computers-to-monitor-things-for-us/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

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                        "text": "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.",
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                        "text": "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.",
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                        "text": "That's what Walt Disney did, and Hewlett and Packard, and the people who built Intel. They created a company to last, not just to make money. That's what I want Apple to be.",
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                        "text": "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.",
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                        "text": "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?",
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                        "text": "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.",
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                        "text": "We're not a media company. We don't own media. We don't own music. We don't own films or television. We're not a media company. We're just Apple.",
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                        "text": "“The thing that bound us together at Apple was the ability to make things that were going to change the world. That was very important.”",
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                        "text": "“Finally Jobs proposed Apple Computer. “I was on one of my fruitarian diets,” he explained. “I had just come back from the apple farm. It sounded fun, spirited, and not intimidating. Apple took the edge off the word ‘computer.’ Plus, it would get us ahead of Atari in the phone book”",
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                        "text": "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.",
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                        "text": "An iPod, a phone, an internet mobile communicator... these are NOT three separate devices! And we are calling it iPhone! Today Apple is going to reinvent the phone. And here it is.",
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                        "text": "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.",
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                        "text": "Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products... We trust as a consequence of that, people will like them, and as another consequence, we'll make some money. But we're really clear about what our goals are.",
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                        "text": "What is Apple, after all? Apple is about people who think 'outside the box,' people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get a job done.",
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                        "text": "I'll always stay connected with Apple. I hope that throughout my life I'll sort of have the thread of my life and the thread of Apple weave in and out of each other, like a tapestry. There may be a few years when I'm not there, but I'll always come back.",
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                        "text": "Our approach is to think of companies not as businesses but as collections of people. We [Apple]want to qualitatively change the way people work. We don't just want to help them do word processing faster or add numbers faster. We want to change the way they can communicate with one another. We're seeing less paper flying around and more quality of communication.",
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                        "text": "When I hire somebody really senior, competence is the ante. They have to be really smart. But the real issue for me is, Are they going to fall in love with Apple? Because if they fall in love with Apple, everything else will take care of itself. They'll want to do what's best for Apple, not what's best for them, what's best for Steve, or anybody else.",
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                        "text": "I was actually a fruitarian at that point in time. I ate only fruit. Now I'm a garbage can like everyone else. And we were about three months late in filing a fictitious business name so I threatened to call the company Apple Computer unless someone suggested a more interesting name by five o'clock that day. Hoping to stimulate creativity. And it stuck. And that's why we're called Apple.",
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                        "text": "The reason that Apple is able to create products like the iPad is because we've always tried to be at the intersection of technology and the liberal arts.",
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                        "text": "Pixar is the most technically advanced creative company; Apple is the most creatively advanced technical company.",
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                        "text": "The roots of apple were to build computers for people, not for corporations. The world doesn't need another dell or compaq.",
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                        "text": "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.",
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                        "text": "Apple is the only company in the world that has all of that under one roof. We can invent a complete a solution that works - and take responsibility for it.",
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                        "text": "My opinion is that the only two computer companies that are software-driven are Apple and NeXT, and I wonder about Apple.",
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                        "text": "Stealing things is everybody's problem. We [Apple Inc.] own a lot of intellectual property, and we don't like when people steal it. So people are stealing stuff and we're optimists. We believe that 80 percent of the people stealing stuff don't want to be; there's just no legal alternative.",
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                        "text": "We have never worried about numbers. In the market place, Apple is trying to focus the spotlight on products, because products really make a differenceYou can't con people in this business. The products speak for themselves.",
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                        "text": "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.",
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                        "text": "We're cautious. We'd rather exceed expectations than miss but I think it's going to be a continued difficult economy. Apple is trying a different way to navigate out of this, we're trying to innovate.",
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                        "text": "I didn't see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.",
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                        "text": "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.",
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