A Brand Is Simply Trust.

When We Hire Someone, Even If They Are Going To Be In Marketing, I Will Have Them Talk To The Design Folks And The Engineers.

My Opinion Is That The Only Two Computer Companies That Are Software-driven Are Apple And Next, And I Wonder About Apple.

Design Is A Funny Word. Some People Think Design Means How It Looks. But Of Course, If You Dig Deeper, It's Really How It Works.

That's Why I Think Death Is The Most Wonderful Invention Of Life. It Purges The System Of These Old Models That Are Obsolete. I Think That's One Of Apple's Challenges, Really. When Two Young People Walk In With The Next Thing, Are We Going To Embrace It And Say This Is Fantastic? Are You Going To Be Willing To Drop Our Models, Or Are We Going To Explain It Away? I Think We'll Do Better, Because We're Completely Aware Of It And We Make It A Priority.

You Can't Win On Innovation Unless You Have A Way To Communicate It To Customers.