This Was A Very Typical

We Think The Mac Will Sell Zillions, But We Didn't Build The Mac For Anybody Else. We Built It For Ourselves. We Were The Group Of People Who Were Going To Judge Whether It Was Great Or Not. We Weren't Going To Go Out And Do Market Research. We Just Wanted To Build The Best Thing We Could Build.

We've Had One Of These Before, When The Dot-com Bubble Burst. What I Told Our Company Was That We Were Just Going To Invest Our Way Through The Downturn, That We Weren't Going To Lay Off People, That We'd Taken A Tremendous Amount Of Effort To Get Them Into Apple In The First Place; The Last Thing We Were Going To Do Is Lay Them Off.

We Limit How Much Technology Our Kids Use At Home.

Everything Is Based On A Simple Rule: Quality Is The Best Business Plan, Period.

The Mark Of An Innovative Company Is Not Only That It Comes Up With New Ideas First, But Also That It Knows How To Leapfrog When It Finds Itself Behind.