“The people who are crazy enough to think they can change the world are the ones who do.” Think Different campaign, 1997 visionmindset
“Design is not just what it looks like and feels like. Design is how it works.” New York Times, November 2003 productinnovation
“Your time is limited, so don't waste it living someone else's life.” Stanford Commencement, June 2005 mindset
“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” Interviews customersproduct
“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.” executionvisionproduct
“It is hard to think that a $2 billion company with 4,300-plus people couldn't compete with six people in blue jeans.” leadershipcompetitionstartups
“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.” failure
“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.” execution
“Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.” failureinnovation
“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.” innovationcustomers
“It's rare that you see an artist in his 30s or 40s able to really contribute something amazing.” mindset
“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.” mindset
“My opinion is that the only two computer companies that are software-driven are Apple and NeXT, and I wonder about Apple.” mindset
“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.” executionmoney
“We believe it's the biggest advance in animation since Walt Disney started it all with the release of Snow White 50 years ago.” mindset
“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.” executionmoneyinnovation
“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.” product
“[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.” product
“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.” executionleadershipproduct
“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.” execution
“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.” executionmoney
“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.” executionleadershipproduct
“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.” product
“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.” executionleadershipmoney
“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.” executionmindset
“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.” executioninvestingstartups
“Nobody has tried to swallow us since I've been here. I think they are afraid how we would taste.” mindset
“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.” executionleadershipproduct
“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.” executionvisionproduct
“It is hard to think that a $2 billion company with 4,300-plus people couldn't compete with six people in blue jeans.” leadershipcompetitionstartups
“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.” failure
“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.” execution
“Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.” failureinnovation
“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.” innovationcustomers
“It's rare that you see an artist in his 30s or 40s able to really contribute something amazing.” mindset
“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.” mindset
“My opinion is that the only two computer companies that are software-driven are Apple and NeXT, and I wonder about Apple.” mindset
“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.” executionmoney
“We believe it's the biggest advance in animation since Walt Disney started it all with the release of Snow White 50 years ago.” mindset
“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.” executionmoneyinnovation
“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.” product
“[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.” product
“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.” executionleadershipproduct
“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.” execution
“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.” executionmoney
“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.” executionleadershipproduct
“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.” product
“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.” executionleadershipmoney
“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.” executionmindset
“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.” executioninvestingstartups
“Nobody has tried to swallow us since I've been here. I think they are afraid how we would taste.” mindset
“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.” executionleadershipproduct