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September 19, 2018

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Home  Complete Collection of Steve Jobs Quotes

Complete Collection of Steve Jobs Quotes

1. Your time is limited, so don’t waste it living someone else’s life.
2. Don’t be trapped by dogma – which is living with the results of other people’s thinking.
3. Don’t let the noise of others’ opinions drown out your own inner voice. And most important, have the
courage to follow your heart and intuition.
4. For the past 33 years, I have looked in the mirror every morning and asked myself: ‘If today were the
last day of my life, would I want to do what I am about to do today?’ And whenever the answer has
been ‘No’ for too many days in a row, I know I need to change something.
5. 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.

6. Everyone here has the sense that right now is one of those moments when we are influencing the
7. Stay hungry, stay foolish.
 8. That’s been one of my mantras – focus and simplicity. Simple can be harder than complex.
9. You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end
because once you get there, you can move mountains.
10. Innovation distinguishes between a leader and a follower.
11. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what
you believe is great work. And the only way to do great work is to love what you do. If you haven’t
found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it.
12. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have
something to lose. You are already naked. There is no reason not to follow your heart.
13. 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.
14. You can’t connect the dots looking forward; you can only connect them looking backwards. So you
have to trust that the dots will somehow connect in your future. You have to trust in something –
your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all
the difference in my life.
15. No one wants to die. Even people who want to go to heaven don’t want to die to get there. And yet
death is the destination we all share. No one has ever escaped it. And that is as it should be,
because Death is very likely the single best invention of Life. It is Life’s change agent. It clears out
the old to make way for the new.
16. Right now the new is you, but someday not too long from now, you will gradually become the old
and be cleared away. Sorry to be so dramatic, but it is quite true.
17. Details matter, it’s worth waiting to get it right.
18. If you don’t love something, you’re not going to go the extra mile, work the extra weekend, challenge
the status quo as much.
19. 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.
20. Sometimes life is going to hit you in the head with a brick. Don’t lose faith.
21. I’m convinced that about half of what separates the successful entrepreneurs from the non-
successful ones is pure perseverance.
22. Deciding what not to do is as important as deciding what to do.
23. We’re here to put a dent in the universe. Otherwise why else even be here?
24. But innovation comes from people meeting up in the hallways or calling each other at 10:30 at night
with a new idea, or because they realized something that shoots holes in how we’ve been thinking
about a problem.
25. If you really look closely, most overnight successes took a long time.
26. Let’s go invent tomorrow instead of worrying about what happened yesterday.
27. Creativity is just connecting things. When you ask creative people how they did something, they feel
a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them
after a while.
 28. Here’s to the crazy ones — the misfits, the rebels, the troublemakers, the round pegs in the square
holes. The ones who see things differently — they’re not fond of rules. You can quote them, disagree
with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change
things. They push the human race forward, and while some may see them as the crazy ones, we see
genius, because the ones who are crazy enough to think that they can change the world, are the
ones who do.
29. The doers are the major thinkers. The people that really create the things that change this industry
are both the thinker and doer in one person.
30. You can build your own things that other people can use. And once you learn that, you’ll never be
the same again.
31. Once you discover one simple fact, and that is everything around you that you call life, was made up
by people that were no smarter than you.
32. I always advise people – Don’t wait! Do something when you are young, when you have nothing to
lose, and keep that in mind.
33. That’s why we started Apple, we said you know, we have absolutely nothing to lose. I was 20 years
old at the time, Woz was 24-25, so we have nothing to lose. We have no families, no children, no
houses. Woz had an old car. I had a Volkswagen van, I mean, all we were going to lose is our cars
and the shirts off our back.
34. We he had everything to gain. And we figured even if we crash and burn, and lose everything, the
experience will have been worth ten times the cost.
35. You have to trust in something, your gut, destiny, life, karma, whatever.
36. The broader one’s understanding of the human experience, the better design we will have.
37. Believing that the dots will connect down the road will give you the confidence to follow your heart.
38. On the blue box: That was what we learned: was that us, too, we didn’t know much. We could build a
little thing that could control a giant thing and that was an incredible lesson.
39. Don’t take it all too seriously. If you want to live your life in a creative way, as an artist, you have to
not look back too much. You have to be willing to take whatever you’ve done and whoever you were
and throw them away.
40. We were really working fourteen-to-eighteen-hour days, seven days a week. For like, two years, three
years. That was our life. But we loved it, we were young, and we could do it.
41. People judge you on your performance, so focus on the outcome. Be a yardstick of quality. Some
people aren’t used to an environment where excellence is expected.
42. You have to believe that the dots will somehow connect in your future.
43. Now, as you graduate to begin anew, I wish that for you, ‘Stay hungry, stay foolish’.
44. It’s more fun to be a pirate than to join the Navy.
45. Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma, which is
living with the results of other people’s thinking.
46. And most important, have the courage to follow your heart and intuition. They somehow already
 know what you truly want to become. Everything else is secondary.
47. 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.
48. Don’t let the noise of other’s opinions drown out your own inner voice.
49. Sometimes life hits you in the head with a brick. Don’t lose faith.
50. I’m convinced that the only thing that kept me going was that I loved what I did. You’ve got to find
what you love.
51. When I was 17, I read a quote that went something like: ‘If you live each day as if it was your last,
someday you’ll most certainly be right.’ It made an impression on me, and since then, for the past
33 years, I have looked in the mirror every morning and asked myself: ‘If today were the last day of
my life, would I want to do what I am about to do today?’ And whenever the answer has been ‘no’ for
too many days in a row, I know I need to change something.
52. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what
you believe is great work. And the only way to do great work is to love what you do. If you haven’t
found it yet, keep looking and don’t settle.
53. Almost everything, all external expectations, all pride, all fear of embarrassment or failure, these
things just fall away in the face of death, leaving only what is truly important.
54. Remembering that I’ll be dead soon is the most important tool I’ve ever encountered to help me
make the big choices in life.
55. There is no reason not to follow your heart.
56. And you can change it, you can influence it.
57. In the broadest context, the goal is to seek enlightenment – however you define it.
58. When you grow up, you tend to get told that the world is the way it is and your life is just to live your
life inside the world. Try not to bash into walls too much. Try to have a nice family life, have fun,
save a little money. That’s a very limited life. Life can be much broader than that.
59. The only thing you have in your life is time. If you invest that time in yourself to have great
experiences that are going to enrich you, then you can’t possibly lose.
60. There was a constant flow of intellectual questioning about the truth of life. That was a time when
every college student in this country read Be Here Now and Diet for a Small Planet – there were
about ten books.
61. On being fired from Apple and called back 12 years later: What a circle of life. You know? Life is just
always mysterious and surprising, and you never know what’s around the next corner.
62. We don’t get a chance to do that many things, and every one should be really excellent. Because
this is our life. Life is brief, and then you die, you know…
63. So this is what we’ve chosen to do with our life. We could be sitting in a monastery somewhere in
Japan. We could be out sailing. Some of the executive team could be playing golf. They could be
running other companies. And we’ve all chosen to do this with our lives. So it better be damn good.
It better be worth it. And we think it is.
64. In business, if I knew earlier what I know now, I’d have probably done some things a lot better than I
 did, but I also would’ve probably done some other things a lot worse. But so what? It’s more
important to be engaged in the present.
65. I think the things you most regret in life are things you didn’t do. What you really regret was never
asking that girl to dance.
66. I think death is the most wonderful invention of life. It purges the system of these old models that
are obsolete.
67. No one wants to die. Even people who want to go to heaven don’t want to die to get there.
68. Death is the destination we all share. No one has ever escaped it. And that is as it should be
because death is very likely the single best invention of life. It is life’s change agent, it clears out the
old to make way for the new.
69. I’ve always felt that death is the greatest invention of life. I’m sure that life evolved without death at
first and found that without death, life didn’t work very well because it didn’t make room for the
70. Even people who want to go to heaven don’t want to die to get there.
71. Without death, there would be very little progress.
72. I’ve been rejected, but I was still in love.
73. If you don’t love it, you’re going to fail.
74. I was lucky, I found what I loved to do early in life. Woz and I started Apple in my parents’ garage
when I was 20.
75. People say you have to have a lot of passion for what you’re doing and it’s totally true. And the
reason is because it’s so hard that if you don’t, any rational person would give up. It’s really hard.
And you have to do it over a sustained period of time. So if you don’t love it, if you’re not having fun
doing it, you don’t really love it, you’re going to give up.
76. If you really look at the ones that ended up, you know, being “successful” in the eyes of society and
the ones that didn’t, oftentimes, it’s the ones who were successful and loved what they did so they
could persevere, you know, when it got really tough. And the ones that didn’t love it quit because
they’re sane, right? Who would want to put up with this stuff if you don’t love it?
77. So it’s a lot of hard work and it’s a lot of worrying constantly and if you don’t love it, you’re going to
fail. So you’ve got to love it and you’ve got to have passion and I think that’s the high-order bit.
78. That was one of the things that came out most clearly from this whole experience [with cancer]. I
realized that I love my life. I really do. I’ve got the greatest family in the world, and I’ve got my work.
And that’s pretty much all I do. I don’t socialize much or go to conferences. I love my family, and I
love running Apple, and I love Pixar. And I get to do that. I’m very lucky.
79. You get your wind back, remember the finish line, and keep going.
80. At Apple, people are putting in 18-hour days.
81. I’m convinced that about half of what separates the successful entrepreneurs from the non-
successful ones is pure perseverance. It is so hard. You put so much of your life into this thing.
There are such rough moments in time that I think most people give up. I don’t blame them. It’s
 really tough and it consumes your life.
82. If you’ve got a family and you’re in the early days of a company, I can’t imagine how one could do it.
I’m sure it’s been done but it’s rough. It’s pretty much an eighteen hour day job, seven days a week
for awhile. Unless you have a lot of passion about this, you’re not going to survive. You’re going to
give it up.
83. You’ve got to have an idea, or a problem or a wrong that you want to right that you’re passionate
about, otherwise you’re not going to have the perseverance to stick it through. I think that’s half the
battle right there.
84. I’ve read something that Bill Gates said about six months ago. He said, ‘I worked really, really hard in
my 20s.’ And I know what he means because I worked really, really hard in my 20s too. Literally, you
know, 7 days a week, a lot of hours every day. And it actually is a wonderful thing to do, because you
can get a lot done. But you can’t do it forever, and you don’t want to do it forever, and you have to
come up with ways of figuring out what the most important things are and working with other
people even more.
85. I don’t think I’ve ever worked so hard on something, but working on Macintosh was the neatest
experience of my life. Almost everyone who worked on it will say that. None of us wanted to release
it at the end.
86. On the MacIntosh: When we finally presented it at the shareholders’ meeting, everyone in the
auditorium gave it a five-minute ovation. What was incredible to me was that I could see the Mac
team in the first few rows. It was as though none of us could believe we’d actually finished it.
Everyone started crying.
87. As it was clear that the Sixties were over, it was also clear that a lot of the people who had gone
through the Sixties ended up not really accomplishing what they set out to accomplish, and
because they had thrown their discipline to the wind, they didn’t have much to fall back on.
88. Pixar has been a marathon, not a sprint. There are times when you run a marathon and you wonder,
why am I doing this? But you take a drink of water, and around the next bend, you get your wind
back, remember the finish line, and keep going.
89. On the MacIntosh: It was as though we knew that once it was out of our hands, it wouldn’t be ours
90. If you want to improve, be content to be thought foolish and stupid.
91. On his father: He was a machinist by trade and worked very hard and was kind of a genius with his
hands. He had a workbench out in his garage where, when I was about five or six, he sectioned off a
little piece of it and said “Steve, this is your workbench now.” And he gave me some of his smaller
tools and showed me how to use a hammer and saw and how to build things. It really was very
good for me. He spent a lot of time with me… teaching me how to build things, how to take things
apart, put things back together.
92. I can tell you this: I’ve been married for 8 years, and that’s had a really good influence on me. I’ve
been very lucky, through random happenstance I just happened to sit next to this wonderful woman
who became my wife. And it was a big deal. We have 3 kids, and it’s been a big deal. You see the
 world differently.
93. I’ve never been so tired in my life. I’d come home at about ten o’clock at night and flop straight into
bed, then haul myself out at six the next morning and take a shower and go to work. My wife
deserves all the credit for keeping me at it. She supported me and kept the family together with a
husband in absentia.
94. Most people don’t get those experiences because they never ask. I’ve never found anybody that
didn’t want to help me if I asked them for help.
95. Most people never pick up the phone and call. Most people never ask. And that’s what separates
sometimes the people that do things from the people that just dream about them.
96. As you may know, I was basically fired from Apple when I was 30 and was invited to come back 12
years later so that was difficult when it happened but maybe the best thing that could ever happen
to me. […] you just move on, life goes on and you learn from it.
97. 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.
98. We’ve done so many hardware products where Jony and I have looked at each other and said, ‘We
don’t know how to make it any better than this, we just don’t know how to make it’. But we always
do; we realize another way. And then it’s not long after the new thing comes out that we look at the
older thing and go, ‘How can we ever have done that?’
99. Life goes on and you learn from it.
100. Each year has been so robust with problems and successes and learning experiences and human
experiences that a year is a lifetime at Apple.
101. When I was 12 or 13, I wanted to build something and I needed some parts, so I picked up the
phone and called Bill Hewlett – he was listed in the Palo Alto phone book. He answered the phone
and he was real nice. He chatted with me for, like, 20 minutes. He didn’t know me at all, but he
ended up giving me some parts and he got me a job that summer working at Hewlett-Packard on
the line, assembling frequency counters. Assembling may be too strong. I was putting in screws. It
didn’t matter; I was in heaven.
102. I’ve never found anyone who’s said no or hung up the phone when I called-I just asked. And when
people ask me, I try to be as responsive, to pay that debt of gratitude back.
103. You gotta act. And you’ve gotta be willing to fail, you gotta be ready to crash and burn, with people
on the phone, with starting a company, with whatever. If you’re afraid of failing, you won’t get very
104. When you die, it doesn’t just all disappear.
105. Sometimes I believe in God, sometimes I don’t. I think it’s 50-50 maybe.
106. Ever since I’ve had cancer, I’ve been thinking about it more. And I find myself believing a bit more. I
kind of – maybe it’s ’cause I want to believe in an afterlife. That when you die, it doesn’t just all
disappear. The wisdom you’ve accumulated. Somehow it lives on, but sometimes I think it’s just like
an on-off switch. Click and you’re gone. And that’s why I don’t like putting on-off switches on Apple
 devices.
107. But I believe life is an intelligent thing, that things aren’t random.
108. Fortunately, my training has been in doing things that take a long time. You know? I was at Apple 10
years. I would have preferred to be there the rest of my life. So I’m a long-term kind of person.
109. I have been trained to think in units of time that are measured in several years. With what I’ve
chosen to do with my life, you know, even a small thing takes a few years. To do anything of
magnitude takes at least five years, more likely seven or eight. Rightfully or wrongfully, that’s how I
110. I’m a tool builder. That’s how I think of myself. I want to build really good tools that I know in my gut
and my heart will be valuable. And then, whatever happens, is… you can’t really predict exactly what
will happen, but you can feel the direction that we’re going. And that’s about as close as you can
get. Then you just stand back and get out of the way, and these things take on a life of their own.
111. On starting Apple with Steve Wozniak: We worked hard, and in 10 years Apple had grown from just
the two of us in a garage into a 2 billion company with over 4000 employees.
112. I remember many late nights coming out of the Mac building when I would have the most incredibly
powerful feelings about my life.
113. We used to dream about this stuff. Now we get to build it. It’s pretty great.
114. The smallest company in the world can look as large as the largest company on the web.
115. I think this is the start of something really big. Sometimes that first step is the hardest one, and
we’ve just taken it.
116. Another priority was to make Apple more entrepreneurial and startup-like. So we immediately
reorganized, drastically narrowed the product line, and changed compensation for senior managers
so they get a lot of stock but no cash bonuses. The upshot is that the place feels more like a young
117. But it’s a disservice to constantly put things in this radical new light – that it’s going to change
everything. Things don’t have to change the world to be important.
118. One of the keys to Apple is Apple’s an incredibly collaborative company. You know how many
committees we have at Apple? Zero. We have no committees. We are organized like a start-up. One
person’s in charge of iPhone OS software, one person’s in charge of Mac hardware, one person’s in
charge of iPhone hardware engineering, another person’s in charge of worldwide marketing, another
person’s in charge of operations. We are organized like a startup. We are the biggest startup on the
119. We are aware that we are doing something significant. We’re here at the beginning of it and we’re
able to shape how it goes.
120. Most of the time, we’re taking things. Neither you nor I made the clothes we wear; we don’t make
the food or grow the foods we eat; we use a language that was developed by other people; we use
another society’s mathematics. Very rarely do we get a chance to put something back into that
pool. I think we have that opportunity now.
121. No, we don’t know where it will lead. We just know there’s something much bigger than any of us
 here.
122. There’s something much bigger than any of us here.
123. We’re trying to use the swiftness and creativity in a younger-style company, and yet bring to bear the
tremendous resources of a company the size of Apple to do large projects that you could never
handle at a startup.
124. It’s hard to tell with these Internet startups if they’re really interested in building companies or if
they’re just interested in the money. I can tell you, though: If they don’t really want to build a
company, they won’t luck into it. That’s because it’s so hard that if you don’t have a passion, you’ll
give up.
125. The best ideas have to win.
126. My model for business is The Beatles. They were four guys who kept each other’s kind of negative
tendencies in check. They balanced each other, and the total was greater than the sum of the parts.
That’s how I see business: great things in business are never done by one person, they’re done by a
team of people.
127. We have wonderful arguments. […] If you want to hire great people and have them stay working for
you, you have to let them make a lot of decisions and you have to, you have to be run by ideas, not
hierarchy. The best ideas have to win, otherwise, good people don’t stay.
128. When you work with somebody that close and you go through experiences like the ones we went
through, there’s a bond in life. Whatever hassles you have, there is a bond. And even though he may
not be your best friend as time goes on, there’s still something that transcends even friendship, in a
129. I contribute ideas, sure. Why would I be there if I didn’t?
130. There’s an old Wayne Gretzky quote that I love. I skate to where the puck is going to be, not where it
has been. And we’ve always tried to do that at Apple. Since the very, very beginning.
131. We are gambling on our vision, and we would rather do that than make ‘me-too’ products. For us, it’s
always the next dream.
132. When I got back here in 1997, I was looking for more room, and I found an archive of old Macs and
other stuff. I said, ‘Get it away!’ and I shipped all that shit off to Stanford. If you look backward in
this business, you’ll be crushed. You have to look forward.
133. The hard part of what we’re up against now is that people ask you about specifics and you can’t tell
them. A hundred years ago, if somebody had asked Alexander Graham Bell, ‘What are you going to
be able to do with a telephone?’ he wouldn’t have been able to tell him the ways the telephone
would affect the world. He didn’t know that people would use the telephone to call up and find out
what movies were playing that night or to order some groceries or call a relative on the other side of
the globe.
134. It’s not about pop culture, and it’s not about fooling people, and it’s not about convincing people that
they want something they don’t. We figure out what we want. And I think we’re pretty good at having
the right discipline to think through whether a lot of other people are going to want it, too. That’s
 what we get paid to do.
135. Neither of us had any idea that this would go anywhere. Woz is motivated by figuring things out. He
concentrated more on the engineering and proceeded to do one of his most brilliant pieces of work,
which was the disk drive, another key engineering feat that made the Apple II a possibility. I was
trying to build the company, trying to find out what a company was. I don’t think it would have
happened without Woz and I don’t think it would have happened without me.
136. Even a great brand needs investment and caring if it’s going to retain its relevance and vitality and
the Apple brand has clearly suffered from neglect in this area in the last few years, and we need to
bring it back. The way to do that is not to talk about speed and fees, it’s not to talk about bits and
mega-hertz, it’s not to talk about why we are better than Windows.
137. The best example of all and one of the greatest jobs of marketing that the universe has ever seen, is
Nike. Remember, Nike sells a commodity. They sell shoes. And yet, when you think of Nike, you feel
something different than a shoe company. In their ads, as you know, they don’t ever talk about the
product. They don’t ever tell you about their air soles.
138. What does Nike do in their advertising? They honor great athletes, and they honor great athletics.
That’s who they are, that’s what they are about.
139. More important than building a product, we are in the process of architecting a company that will
hopefully be much more incredible, the total will be much more incredible than the sum of its parts.
140. Do you want to spend the rest of your life selling sugared water or do you want a chance to change
the world?
141. My dream is that every person in the world will have their own Apple computer. To do that, we’ve got
to be a great marketing company.
142. I’ll tell you what our goal is: our goal is to make the best personal computers in the world and to
make products we are proud to sell and recommend to our family and friends, and, we want to do
that at the lowest price we can.
143. None of the really bright people I knew in college went into politics. They all sensed that, in terms of
making a change in the world, politics wasn’t the place to be in the late Sixties and Seventies. All of
them are in business now, which is funny, because they were the same people who trekked off to
India or who tried in one way or another to find some sort of truth about life.
144. Our goal is to make the best personal computers in the world.
145. We have a major opportunity to influence where Apple is going. As every day passes, the work fifty
people are doing here is going to send a giant ripple through the universe. I am really impressed
with the quality of our ripple. I know I might be a little hard to get on with, but this is the most fun
I’ve had in my life. I’m having a blast.
146. We attract a different kind of person – a person who doesn’t want to wait five or ten years to have
someone take a giant risk on him or her. Someone who really wants to get a little over his head and
make a little dent in the universe.
147. What I’m best at doing is finding a group of talented people and making things with them.
148. What I do all day, is meet with teams of people, and work on ideas, and solve problems, to make
 new products, to make new marketing programs, whatever it is.
149. The greatest people are self-managing – they don’t need to be managed. Once they know what to
do, they’ll go figure out how to do it. What they need is a common vision. And that’s what leadership
is: [h]aving a vision; being able to articulate that so the people around you can understand it; and
getting a consensus on a common vision.
150. Somebody once told me, “Manage the top line, and the bottom line will follow.” What’s the top line?
It’s things like, why are we doing this in the first place? What’s our strategy? What are customers
saying? How responsive are we? Do we have the best products and the best people? Those are the
kind of questions you have to focus on.
151. We’ve got 25,000 people at Apple. About 10,000 of them are in the stores. And my job is to work
with sort of the top 100 people, that’s what I do. That doesn’t mean they’re all vice presidents. Some
of them are just key individual contributors.
152. When a good idea comes, you know, part of my job is to move it around, just see what different
people think, get people talking about it, argue with people about it, get ideas moving among that
group of 100 people, get different people together to explore different aspects of it quietly, and, you
know – just explore things.
153. My job is to create a space for them.
154. Companies, as they grow to become multi-billion-dollar entities, somehow lose their vision. They
insert lots of layers of middle management between the people running the company and the
people doing the work. They no longer have an inherent feel or a passion about the products.
155. 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.
156. My job is not to be easy on people. My job is to make them better.
157. My job is to pull things together from different parts of the company and clear the ways and get the
resources for the key projects. And to take these great people we have and to push them and make
them even better, coming up with more aggressive visions of how it could be.
158. On why he is brutal to most colleagues: I’m brutally honest, because the price of admission to being
in the room with me is I get to tell you your full of shit if you’re full of shit, and you get to say to me
I’m full of shit, and we have some rip-roaring fights. And that keeps the B players, the bozos, from
larding the organization, only the A players survive. And the people who do survive, say, ‘Yeah, he
was rough.’ They say things even worse than ‘He cut in line in front of me,’ but they say, ‘This was
the greatest ride I’ve ever had, and I would not give it up for anything.’
159. On meetings: We don’t have a lot of process at Apple, but that’s one of the few things we do just to
all stay on the same page.
160. Fact: Steve was named one of America’s toughest bosses in 1993.
161. It doesn’t make sense to hire smart people and tell them what to do; we hire smart people so they
can tell us what to do.
162. I want to see what people are like under pressure.
163. They have to be really smart. But the real issue for me is, are they going to fall in love with Apple?
164. 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.
165. We hire people who want to make the best things in the world. You’d be surprised how hard people
work over around here. They work nights and weekends, sometimes not seeing their families for a
while. Sometimes people work through Christmas to make sure the tooling is just right at some
factory in some corner of the world so our product comes out the best it can be. People care so
much, and it shows.
166. All we are is our ideas or people. That’s what keeps us going to work in the morning, to hang around
these great bright people. I’ve always thought that recruiting is the heart and soul of what we do.
167. The secret of my success is that we have gone to exceptional lengths to hire the best people in the
world. And when you’re in a field where the dynamic range is 25 to 1, boy, does it pay off.
168. Recruiting is hard. It’s just finding the needles in the haystack.
169. We do it ourselves and we spend a lot of time at it. I’ve participated in the hiring of maybe 5,000+
people in my life. So I take it very seriously.
170. You can’t know enough in a one-hour interview. So, in the end, it’s ultimately based on your gut. How
do I feel about this person? What are they like when they’re challenged? Why are they here? I ask
everybody that: ‘Why are you here?’ The answers themselves are not what you’re looking for. It’s the
171. My number one job here at Apple is to make sure that the top 100 people are A+ players. And
everything else will take care of itself.
172. It’s painful when you have some people who are not the best people in the world and you have to
get rid of them; but I found my job has sometimes exactly been that – to get rid of some people
who didn’t measure up and I’ve always tried to do it in a humane way. But nonetheless it has to be
done and it is never fun.
173. Many times in an interview I will purposely upset someone: I’ll criticize their prior work. I’ll do my
homework, find out what they worked on, and say, “God, that really turned out to be a bomb. That
really turned out to be a bozo product. Why did you work on that?…”.
174. I want to see if they just fold or if they have firm conviction, belief, and pride in what they did.
175. I think money is a wonderful thing because it enables you to do things, it enables you to invest in
ideas that don’t have a short-term payback and things like that.
176. It’s very interesting, I was worth about over a million dollars when I was 23 and over 10 million when
I was 24 and over a hundred million when I was 25 and it wasn’t that important because I never did
it for the money.
177. But especially at that point in my life it was not the most important thing, the most important thing
was the company, the people, the products we were making, what we were going to enable people
to do with these products so I didn’t think about it a great deal, and I never sold any stock, just really
believe that the company would do very well over the long term.
178. Bottom line is, I didn’t return to Apple to make a fortune. I’ve been very lucky in my life and already
 have one.
179. When I was 25, my net worth was $100 million or so. I decided then that I wasn’t going to let it ruin
my life. There’s no way you could ever spend it all, and I don’t view wealth as something that
validates my intelligence.
180. I’m not going to let it ruin my life. Isn’t it kind of funny? You know, my main reaction to this money
thing is that it’s humorous, all the attention to it, because it’s hardly the most insightful or valuable
thing that’s happened to me in the past ten years.
181. It makes me feel old, sometimes, when I speak at a campus and I find that what students are most
in awe of is the fact that I’m a millionaire.
182. I still don’t understand it. It’s a large responsibility to have more than you can spend in your lifetime,
and I feel I have to spend it. If you die, you certainly don’t want to leave a large amount to your
children. It will just ruin their lives. And if you die without kids, it will all go to the Government.
Almost everyone would think that he could invest the money back into humanity in a much more
astute way than the Government could. The challenges are to figure out how to live with it and to
reinvest it back into the world, which means either giving it away or using it to express your
concerns or values.
183. It was giant! We did about $200,000 when our business was in the garage, in 1976. In 1977, about
$7,000,000 in business. I mean, it was phenomenal! And in 1978, we did $17,000,000. In 1979, we
did $47,000,000. That’s when we all really sensed that this was just going through the rafters. In
1980, we did $117,000,000. In 1981, we did $335,000,000. In 1982, we did $583,000,000. In 1983,
we did $985,000,000, I think. This year, it will be a billion and a half.
184. Well, they’re just yardsticks, you know. The neatest thing was, by 1979, I was able to walk into
classrooms that had 15 Apple computers and see the kids using them. And those are the kinds of
things that are really the milestones.
185. None of those people care about the money. I mean, a lot of them made a lot of money, but they
don’t really care. Their lifestyles haven’t particularly changed. It was the chance to actually try
something, to fail, to succeed, to grow.
186. To me, marketing is about values.
187. It’s a very complicated world. It’s a very noisy world. And we not gonna get a chance to get people
to remember much about us. No company is. So we have to be really clear on what we want them
to know about us.
188. We don’t stand a chance of advertising with features and benefits and with RAMs and with charts
and comparisons. The only chance we have of communicating is with a feeling.
189. 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.
190. You saw the 1984 commercial. Macintosh was basically this relatively small company in Cupertino,
California, taking on the goliath, IBM, and saying, “Wait a minute, your way is wrong. This is now the
way we want computers to go. This is not the legacy we want to leave. This is not what we want our
kids to be learning. This is wrong and we are going to show you the right way to do it and here it is.
 It’s called Macintosh and it is so much better.
191. We do no market research. We don’t hire consultants. We just want to make great products.
192. Fact 1: ‘Empathy, Focus, and Impute‘. Those were the 3 goals of the initial ‘Apple Marketing
Philosophy‘ released in 1977.
193. We have no idea how far it’s going to go.
194. What a computer is to me is the most remarkable tool that we have ever come up with. It’s the
equivalent of a bicycle for our minds.
195. I think everybody in this country should learn how to program a computer, should learn a computer
language because it teaches you how to think.
196. Talking about bicycles: Human are tool builders, and we build tools that can dramatically amplify
our innate human abilities. We actually ran an ad like this early at Apple that the personal computer
is the bicycle of the mind and I believe that with every bone in my body that all the inventions of
humans, the computer is going to rank near, if not at the top, as history unfolds and we look back.
197. It is the most awesome tool that we ever invented (the computer). And I feel incredibly lucky to be
at exactly the right place in Silicon Valley, at exactly the right time historically where this invention
has taken form.
198. A computer is the most incredible tool we’ve ever seen. It can be a writing tool, a communications
center, a super calculator, a planner, a filer and an artistic instrument all in one, just by being given
new instructions, or software, to work from. There are no other tools that have the power and
versatility of a computer.
199. Right now, computers make our lives easier. They do work for us in fractions of a second that would
take us hours. They increase the quality of life, some of that by simply automating drudgery and
some of that by broadening our possibilities. As things progress, they’ll be doing more and more for
200. These technologies can make life easier, can let us touch people we might not otherwise. You may
have a child with a birth defect and be able to get in touch with other parents and support groups,
get medical information, the latest experimental drugs. These things can profoundly influence life.
I’m not downplaying that.
201. I think it’s brought the world a lot closer together, and will continue to do that. There are downsides
to everything; there are unintended consequences to everything. The most corrosive piece of
technology that I’ve ever seen is called television – but then, again, television, at its best, is
202. We live in an information economy, but I don’t believe we live in an information society. People are
thinking less than they used to. It’s primarily because of television. People are reading less and
they’re certainly thinking less.
203. I don’t see most people using the Web to get more information. We’re already in information
overload. No matter how much information the Web can dish out, most people get far more
information than they can assimilate anyway.
204. But the next thing is going to be computer as guide or agent. And what that means is that it’s going
 to do more in terms of anticipating what we want and doing it for us, noticing connections and
patterns in what we do, asking us if this is some sort of generic thing we’d like to do regularly, so
that we’re going to have, as an example, the concept of triggers.
205. 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 take certain actions and inform us after the fact.
206. The point is that tools are always going to be used for certain things we don’t find personally
pleasing. And it’s ultimately the wisdom of people, not the tools themselves, that is going to
determine whether or not these things are used in positive, productive ways.
207. I do feel there is another way we have an effect on society besides our computers.
208. Did you know that Steve’s kids were not allowed to use iPads at home? Maybe he knew how
addictive these technologies were.
209. One of the things that made Apple great was that, in the early days, it was built from the heart.
210. The roots of Apple were to build computers for people, not for corporations. The world doesn’t need
another Dell or Compaq.
211. What if Apple didn’t exist? Think about it. Time wouldn’t get published next week. Some 70% of the
newspaper in the U.S. wouldn’t publish tomorrow morning. Some 60% of the kids wouldn’t have
computers; 64% of the teachers wouldn’t have computers. More than half the Websites created on
Macs wouldn’t exist. So there’s something worth saving here. See?
212. What are the great brands? Levi’s, Coke, Disney, Nike. Most people would put Apple in that category.
You could spend billions of dollars building a brand not as good as Apple. Yet Apple hasn’t been
doing anything with this incredible asset.
213. 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.
214. Apple’s the only company left in this industry that designs the whole widget. Hardware, software,
developer relations, marketing.
215. 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.
216. What we want to do is make a leapfrog product that is way smarter than any mobile device has ever
been, and super-easy to use. This is what iPhone is. OK? So, we’re going to reinvent the phone.
217. I had this idea of being able to get rid of the keyboard, type on a multi-touch glass display, and I
asked our folks, “Could we come up with a multi-touch display?
218. We designed iMac to deliver the things consumers care about most: the excitement of the Internet
and the simplicity of the Mac.
219. It’s not about charisma and personality, it’s about results and products and those very bedrock
things that are why people at Apple and outside of Apple are getting more excited about the
company and what Apple stands for and what its potential is to contribute to the industry.
220. Talking about the iPod Nano: We’re in uncharted territory. We’ve never sold this many of anything
 before.
221. I’ve always been attracted to the more revolutionary changes.
222. Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the
Mac, IBM was spending at least 100 times more on R&D. It’s not about money. It’s about the people
you have, how you’re led, and how much you get it.
223. Leonardo [da Vinci] was the artist but he also mixed all his own paints. He also was a fairly good
chemist. He knew about pigments, knew about human anatomy. And combining all of those skills
together, the art and the science, the thinking and the doing, was what resulted in the exceptional
224. The people that have really made the contributions have been the thinkers and the doers.
225. Actually, making an insanely great product has a lot to do with the process of making the product,
how you learn things and adopt new ideas and throw out old ideas.
226. People get stuck as they get older. Our minds are sort of electrochemical computers. Your thoughts
construct patterns like scaffolding in your mind. You are really etching chemical patterns. In most
cases, people get stuck in those patterns, just like grooves in a record, and they never get out of
them. It’s a rare person who etches grooves that are other than a specific way of looking at things, a
specific way of questioning things.
227. You always have to keep pushing to innovate. Dylan could have sung protest songs forever and
probably made a lot of money, but he didn’t. He had to move on, and when he did, by going electric
in 1965, he alienated a lot of people. His 1966 Europe tour was his greatest.
228. The Beatles were the same way. They kept evolving, moving, refining their art. That’s what I’ve
always tried to do – keep moving. Otherwise, as Dylan says, if you are not busy being born, you’re
busy dying.
229. I have a great respect for incremental improvement, and I’ve done that sort of thing in my life, but
I’ve always been attracted to the more revolutionary changes. I don’t know why. Because they’re
harder. They’re much more stressful emotionally. And you usually go through a period where
everybody tells you that you’ve completely failed.
230. The people who go to see our movies are trusting us with something very important – their time
and their imagination. So in order to respect that trust, we have to keep changing; we have to
challenge ourselves and try to surprise our audiences with something new every time.
231. Innovation comes from people meeting up in the hallways or calling each other at 10:30 at night
with a new idea, or because they realized something that shoots holes in how we’ve been thinking
about a problem.
232. It’s ad hoc meetings of six people called by someone who thinks he has figured out the coolest new
thing ever and who wants to know what other people think of his idea.
233. You can’t go out and ask people, you know, what the next big thing is. There’s a great quote by Henry
Ford, right? He said, ‘If I’d have asked my customers what they wanted, they would have told me ‘A
faster horse’.
234. My philosophy is that everything starts with a great product. So, you know, I obviously believed in
 listening to customers, but customers can’t tell you about the next breakthrough that’s going to
happen next year that’s going the change the whole industry. So you have to listen very carefully.
But then you have to go and sort of stow away – you have to go hide away with people that really
understand the technology, but also really care about the customers, and dream up this next
235. Sometimes when you innovate, you make mistakes. It is best to admit them quickly and get on with
improving your other innovations.
236. The theme of the campaign is ‘Think different’. It’s honoring the people who think different, and who
move this world forward.
237. Apple is built on refugees from other companies. These are the extremely bright individual
contributors who were troublemakers at other companies.
238. The people who made Mac are sort of on the edge.
239. On if he is a nerd or a hippie: If I had to pick one of those two I’m clearly a hippie. All the people that
I worked with were clearly in that category too.
240. I think the artistry is in having an insight into what one sees around them. Generally putting things
together in a way no one else has before and finding a way to express that to other people who
don’t have that insight.
241. Creativity is just connecting things.
242. When you ask creative people how they did something, they feel a little guilty because they didn’t
really do it, they just saw something. It seemed obvious to them after a while. That’s because they
were able to connect experiences they’ve had and synthesize new things. And the reason they were
able to do that was that they’ve had more experiences or they have thought more about their
experiences than other people.
243. I don’t think that most of the really best people that I’ve worked with worked with computers for the
sake of working with computers. They worked with computers because they are the medium that is
best capable of transmitting some feeling that you have, that you want to share with other people.
244. What I do see is a small group of people who are artists and care more about their art than they do
about almost anything else. It’s more important than finding a girlfriend, it’s more important… than
cooking a meal, it’s more important than joining the Marines, it’s more important than whatever.
245. Look at the way artists work. They’re not typically the most ‘balanced’ people in the world. Now, yes,
we have a few workaholics here who are trying to escape other things, of course. But the majority of
people out here have made very conscious decisions; they really have.
246. One of my role models is Bob Dylan. As I grew up, I learned the lyrics to all his songs and watched
him never stand still. If you look at the artists, if they get really good, it always occurs to them at
some point that they can do this one thing for the rest of their lives, and they can be really
successful to the outside world but not really be successful to themselves. That’s the moment that
an artist really decides who he or she is. If they keep on risking failure, they’re still artists.
247. It’s rare that you see an artist in his 30s or 40s able to really contribute something amazing. Of
 course, there are some people who are innately curious, forever little kids in their awe of life, but
they’re rare.
248. As you are growing and changing, the more the outside world tries to reinforce an image of you that
it thinks you are, the harder it is to continue to be an artist, which is why a lot of times, artists have
to go, “Bye. I have to go. I’m going crazy and I’m getting out of here.” And they go and hibernate
somewhere. Maybe later they re-emerge a little differently.
249. We are very careful about what features we add because we can’t take them away.
250. Design is the fundamental soul of a man-made creation that ends up expressing itself in successive
outer layers of the product or service.
251. To design something really well, you have to get it. You have to really grow, what it’s all about. It
takes a passionate commitment to really thoroughly understand something, chew it up, not just
quickly swallow it. Most people don’t take the time to do that.
252. When you’re a carpenter making a beautiful chest of drawers, you’re not going to use a piece of
plywood on the back, even though it faces the wall and nobody will ever see it. You’ll know it’s there,
so you’re going to use a beautiful piece of wood on the back.
253. I love it when you can bring really great design and simple capability to something that doesn’t cost
much. It was the original vision for Apple. That’s what we tried to do with the first Mac. That’s what
we did with the iPod.
254. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.
255. It takes a lot of hard work,” Jobs said, “to make something simple, to truly understand the
underlying challenges and come up with elegant solutions.
256. A lot of people in our industry haven’t had very diverse experiences. So they don’t have enough dots
to connect, and they end up with very linear solutions without a broad perspective on the problem.
257. We will make them bright and pure and honest about being high-tech, rather than a heavy industrial
look of black, black, black, black, like Sony.
258. We spent some time in our family talking about what’s the trade-off we want to make. We ended up
talking a lot about design, but also about the values of our family. Did we care most about getting
our wash done in an hour versus an hour and a half? Or did we care most about our clothes feeling
really soft and lasting longer? Did we care about using a quarter of the water?
259. We spent two weeks talking about this every night at the dinner table. We’d get around to that old
washer-dryer discussion. And the talk was about design.
260. People think it’s this veneer – that the designers are handed this box and told, ‘Make it look good!’
That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it
261. You’re asking, where does aesthetic judgment come from? With many things: high-performance
automobiles, for example, the aesthetic comes right from the function, and I suppose electronics is
no different.
262. I’ve also found that the best companies pay attention to aesthetics. They take the extra time to lay
 out grids and proportion things appropriately, and it seems to pay off for them. I mean, beyond the
functional benefits, the aesthetic communicates something about how they think of themselves,
their sense of discipline in engineering, how they run their company, stuff like that.
263. 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.
264. The products suck! There’s no sex in them anymore!
265. Designing a product is keeping five thousand things in your brain, these concepts and fitting them
all together in kind of continuing to push to fit them together in new and different ways to get what
you want.
266. I have always found Buddhism – Japanese Zen Buddhism in particular – to be aesthetically
sublime. The most sublime thing I’ve ever seen are the gardens around Kyoto.
267. Look at the Mercedes design, the proportion of sharp detail to flowing lines. Over the years, they
have made the design softer but the details starker. That’s what we have to do with the Macintosh.
268. You’ve got to start with the customer experience and work backward to the technology.
269. What we’re trying to do is remove the barrier of having to learn how to use a computer.
270. This is what customers pay us for – to sweat all these details so it’s easy and pleasant for them to
use our computers. We’re supposed to be really good at this. That doesn’t mean we don’t listen to
271. It’s hard for them to tell you what they want when they’ve never seen anything remotely like it. Take
desktop video editing. I never got one request from someone who wanted to edit movies on his
computer. Yet now that people see it, they say, ‘Oh my God, that’s great!’.
272. What we’re going to do is make the products high-tech, and we’re going to package them cleanly so
that you know they’re high-tech. We will fit them in a small package, and then we can make them
beautiful and white, just like Braun does with its electronics.
273. On making simple designs: It’s insane: We all have busy lives, we have jobs, we have interests, and
some of us have children. Everyone’s lives are just getting busier, not less busy, in this busy society.
You just don’t have time to learn this stuff, and everything’s getting more complicated… We both
don’t have a lot of time to learn how to use a washing machine or a phone.
274. Our DNA is as a consumer company – for that individual customer who’s voting thumbs up or
thumbs down. That’s who we think about.
275. We think that our job is to take responsibility for the complete user experience.
276. We want to stand at the intersection of computers and humanism.
277. Besides Dylan, I was interested in Eastern mysticism, which hit the shores at about the same time.
278. Woz and I very much liked Bob Dylan’s poetry, and we spent a lot of time thinking about a lot of that
279. I started to listen to music a whole lot and I started to read more outside of just science and
technology, Shakespeare, Plato. I loved ‘King Lear’.
280. Apple is about something more than that, Apple, at the core, its core value, is that we believe that
 people with passion can change the world for the better.
281. Ultimately, it comes down to taste. It comes down to trying to expose yourself to the best things
that humans have done and then try to bring those things into what you’re doing.
282. Picasso had a saying: good artists copy, great artists steal. And we have always been shameless
about stealing great ideas, and I think part of what made the Macintosh great was that the people
working on it were musicians and poets and artists and zoologists and historians who also
happened to be the best computer scientists in the world.
283. On why he made everybody sign the Mac cases: Because the people that worked on it consider
themselves and I certainly consider them artists. These are the people that under different
circumstances would be painters and poets but because of that time that we live in this new
medium has appeared in which to express oneself to one’s fellow species and that’s a medium of
284. A lot of people that would have been artists and scientists have gone into this field to express their
feeling and so it seemed like the right thing to do.
285. The finest dozen computer scientists I know are all musicians.
286. The key thing that comes true is that they had a variety of experiences which they could draw upon,
in order to try to solve a problem or to attack a particular dilemma in a kind of unique way.
287. Michelangelo knew a tremendous amount about how to cut stone at the quarry.
288. The finest dozen computer scientists I know are all musicians. Some are better than others, but
they all consider that an important part of their life. I don’t believe that the best people in any of
these fields see themselves as one branch of a forked tree. I just don’t see that. People bring these
things together a lot.
289. Anyway, one of our biggest challenges, and the one I think John Sculley and I should be judged on in
five to ten years, is making Apple an incredibly great 10 or 20 billion-dollar company. ‘Will it still have
the spirit it does today?’ We’re charting new territory.
290. If Apple becomes a place where computers are a commodity item, where the romance is done, and
where people forget that computers are the most incredible invention that man has ever invented,
I’ll feel I have lost Apple. But if I’m a million miles away, and all those people still feel those things…
then I will feel that my genes are still there.
291. You know, Dr. Edwin Land was a troublemaker. He dropped out of Harvard and founded Polaroid.
292. On Dr. Edwin Land: Not only was he one of the great inventors of our time but, more important, he
saw the intersection of art and science and business and built an organization to reflect that.
293. You need a very product-oriented culture, even in a technology company. Lots of companies have
tons of great engineers and smart people. But ultimately, there needs to be some gravitational force
that pulls it all together. Otherwise, you can get great pieces of technology all floating around the
universe. But it doesn’t add up to much.
294. We did iTunes because we all love music. We made what we thought was the best jukebox in
iTunes. Then we all wanted to carry our whole music libraries around with us. The team worked