"What is Apple? Apple is a company that makes tools for creative people."

"The greatest artists like Dylan, Picasso and Newton risked failure. And if we want to be great, we've got to risk it too."

"People think focus means saying yes to the thing you've got to focus on. But that's not what it means. It means saying no to the hundred other good ideas that there are. You have to pick carefully."

"You can't look at the competition and say you're going to do it better. You have to look at the competition and say you're going to do it differently."

"The desktop computer industry is dead. Innovation has ceased. Microsoft dominates with no real innovation. That's over. Apple lost. The desktop computer market has entered the dark ages, and it's goin…"