Steve Jobs

This is what customers pay us for

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 customers, but...

The system is that there is no system

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. LNoting that...

When you’re young

When you’re young, you look at television and think, there’s a conspiracy. The networks have conspired to dumb us down. But when you get a little older, you realize that’s not true. The networks are in business to give people...

I didn’t see it then

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...

Sometimes life hits you in the head

Sometimes life hits you in the head with a brick. Don’t lose faith. If it’s more of a coverage day, we’ll use the machineWhen asked about the recent floods, he said it was uncertain whether climate change was causing more extreme...

Our DNA is as a consumer company

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. And we think that our job is to take responsibility for the complete user experience. And if...

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