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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.

The Hardest Thing When You Think About Focusing. You Think Focusing Is About Saying "yes." No. Focusing Is About Saying "no." And When You Say "no," You Piss Off People.

The Real Art Is Knowing What To Leave Out, Not What To Put In.

Older People Sit Down And Ask, 'what Is It?' But The Boy Asks, 'what Can I Do With It?'.

It [what You Choose To Do] Has Got To Be Something That You're Passionate About Because Otherwise You Won't Have The Perseverance To See It Through.