Our goal is to make the best devices in the world, not to be the biggest.

We hire people who want to make the best things in the world.

Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.

What is Apple, after all? Apple is about people who think 'outside the box,' people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get a job done.

An iPod, a phone, an internet mobile communicator... these are NOT three separate devices! And we are calling it iPhone! Today Apple is going to reinvent the phone. And here it is.

Things don't have to change the world to be important.