Focusing Is All About Saying

We're Here To Make A Dent In The Universe. Otherwise, Why Even Be Here? We're Creating A Completely New Consciousness, Like An Artist Or A Poet. That’s How You Have To Think Of This. We're Rewriting The History Of Human Thought With What We're Doing.

Your Time On This Earth Is Limited, Don’t Live Someone Else's Life, Live By Your Vision.

But Apple Really Beats To A Different Drummer. I Used To Say That Apple Should Be The Sony Of This Business, But In Reality, I Think Apple Should Be The Apple Of This Business.

When I Hire Somebody Really Senior, Competence Is The Ante. They Have To Be Really Smart. But The Real Issue For Me Is, Are They Going To Fall In Love With Apple? Because 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.

I've Always Wanted To Own And Control The Primary Technology In Everything We Do.