People Equated Burning Cds With

Simplicity Is The Ultimate Sophistication. It Takes A Lot Of Hard Work To Make Something Simple, To Truly Understand The Underlying Challenges And Come Up With Elegant Solutions. [...] It's Not Just Minimalism Or The Absence Of Clutter. It Involves Digging Through The Depth Of Complexity. To Be Truly Simple, You Have To Go Really Deep. [...] You Have To Deeply Understand The Essence Of A Product In Order To Be Able To Get Rid Of The Parts That Are Not Essential.

Focus Is About Saying, No. And The Result Of That Focus Is Going To Be Some Really Great Products Where The Total Is Much Greater Than The Sum Of The Parts.

Pixar Is The Most Technically Advanced Creative Company; Apple Is The Most Creatively Advanced Technical Company.

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. And We Always Will.

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