to discover the deep sources of his character and motivation; what makes him exceptional as well as what makes him real... Where he got his unusual ideas about leadership, management and the creative process... How he had been changed by his years of wealth and celebrity and by his years of struggle and failure.


Steve Jobs

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Throughout my years in business, I discovered something. I would always ask why you do things. The a...
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Computers themselves, and software yet to be developed, will revolutionize the way we learn.
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What we're doing here will send a giant ripple through the universe.
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Everything is important- that success is in the details.
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You have to trust in something - your gut, destiny, life, karma, whatever. This approach has never l...
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Details matter, it's worth waiting to get it right.
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You have to be burning with an idea, or a problem, or a wrong that you want to right. If you're not ...
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Simple can be harder than complex: You have to work hard to get your thinking clean to make it simpl...
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Focusing is about saying No.
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Design is not just what it looks like. Design is how it works.
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You can't just ask customers what they want and then try to give that to them. By the time you get i...
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Persistence is the twin sister of excellence. One is a matter of quality; the other, a matter of ti...
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Don’t let the noise of others’ opinions drown out your own inner voice."

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My girlfriend always laughs during sex - no matter what she's reading.
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Why join the navy if you can be a pirate?
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Almost everything: all external expectations, all pride all fear of embarrassment or failure. These ...
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You can't connect the dots looking forward you can only connect them looking backwards. So you have ...
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Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make ...
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Part of what made the Macintosh great was that the people working on it were musicians, poets, and a...
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We've demonstrated a strong track record of being very disciplined with the use of our cash. We ...
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That's been one of my mantras - focus and simplicity. Simple can be harder than complex: You hav...
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I think it's brought the world a lot closer together, and will continue to do that. There are do...
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If you haven't found it yet, keep looking. Don't settle. As with all matters of the heart, y...
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I learned about serif and san serif typefaces, about varying the amount of space between different l...
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For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.
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My biological mother later found out that my mother had never graduated from college and that my fat...
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Design is a funny word. Some people think design means how it looks. But of course, if you dig deepe...
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Design is not just what it looks like and feels like. Design is how it works.
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The engineering is long gone in most PC companies. In the consumer electronics companies, they don&#...
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Innovation has nothing to do with how many R & D dollars you have. When Apple came up with the M...
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An iPod, a phone, an internet mobile communicator... these are NOT three separate devices! And we ar...
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What is Apple, after all? Apple is about people who think 'outside the box,' people who want...
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I want to put a ding in the universe.
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Our DNA is as a consumer company - for that individual customer who's voting thumbs up or thumbs...
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Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with im...
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Your work is going to fill a large part of your life, and the only way to be truly satisfied is to d...
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This is what customers pay us for - to sweat all these details so it's easy and pleasant for the...
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Design is the fundamental soul of a man-made creation that ends up expressing itself in successive o...
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Being the richest man in the cemetery doesn't matter to me. Going to bed at night saying we'...
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No one wants to die. Even people who want to go to heaven don't want to die to get there. And ye...
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Creativity is just connecting things. When you ask creative people how they did something, they feel...
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I get asked a lot why Apple's customers are so loyal. It's not because they belong to the Ch...
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Innovation distinguishes between a leader and a follower.
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I think money is a wonderful thing because it enables you to do things. It enables you to invest in ...
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Your time is limited, so don't waste it living someone else's life. Don't be trapped by ...
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We want to reinvent the phone. What's the killer app? The killer app is making calls! It's a...
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What we want to do is make a leapfrog product that is way smarter than any mobile device has ever be...
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My favorite things in life don't cost any money. It's really clear that the most precious re...
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Everyone here has the sense that right now is one of those moments when we are influencing the futur...
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Sometimes life hits you in the head with a brick. Don't lose faith.
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It's not a faith in technology. It's faith in people.
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A lot of people in our industry haven't had very diverse experiences. So they don't have eno...
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Be a yardstick of quality. Some people aren't used to an environment where excellence is expecte...
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Great things in business are never done by one person. They're done by a team of people.
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Each year has been so robust with problems and successes and learning experiences and human experien...
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It took us three years to build the NeXT computer. If we'd given customers what they said they w...
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The seven-inch tablets are tweeners: too big to compete with a smartphone, and too small to compete ...
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I'll always stay connected with Apple. I hope that throughout my life I'll sort of have the ...
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You know, my main reaction to this money thing is that it's humorous, all the attention to it, b...
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You'll see more and more perfection of that - computer as servant. But the next thing is going t...
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So when these people sell out, even though they get fabulously rich, they're gypping themselves ...
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Now, we are selling over 5 million songs a day now. Isn't that unbelievable? That's 58 songs...
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These technologies can make life easier, can let us touch people we might not otherwise. You may hav...
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We're going to be able to ask our computers to monitor things for us, and when certain condition...
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I've always wanted to own and control the primary technology in everything we do.
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Who wants a stylus. You have to get em and put em away, and you lose em. Yuck. Nobody wants a stylus...
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But Apple really beats to a different drummer. I used to say that Apple should be the Sony of this b...
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Pretty much, Apple and Dell are the only ones in this industry making money. They make it by being W...
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We think the Mac will sell zillions, but we didn't build the Mac for anybody else. We built it f...
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Well, Apple invented the PC as we know it, and then it invented the graphical user interface as we k...
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And it comes from saying no to 1,000 things to make sure we don't get on the wrong track or try ...
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I don't think I've ever worked so hard on something, but working on Macintosh was the neates...
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I've done a lot of things I'm not proud of, such as getting my girlfriend pregnant when I wa...
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Apple took the edge off the word 'computer.'
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Apple's market share is bigger than BMW's or Mercedes's or Porsche's in the automoti...
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We don't get a chance to do that many things, and every one should be really excellent. Because ...
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It takes these very simple-minded instructions - 'Go fetch a number, add it to this number, put ...
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The most compelling reason for most people to buy a computer for the home will be to link it to a na...
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Japan's very interesting. Some people think it copies things. I don't think that anymore. I ...
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The system is that there is no system. That doesn't mean we don't have process. Apple is a v...
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As individuals, people are inherently good. I have a somewhat more pessimistic view of people in gro...
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I'm sorry, it's true. Having children really changes your view on these things. We're bo...
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I'm an optimist in the sense that I believe humans are noble and honorable, and some of them are...
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When you're young, you look at television and think, there's a conspiracy. The networks have...
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To turn really interesting ideas and fledgling technologies into a company that can continue to inno...
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I think we're having fun. I think our customers really like our products. And we're always t...
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The desktop computer industry is dead. Innovation has virtually ceased. Microsoft dominates with ver...
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I'm very excited about having the Internet in my den.
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The reason that Apple is able to create products like the iPad is because we've always tried to ...
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This revolution, the information revoultion, is a revolution of free energy as well, but of another ...
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I believe life is an intelligent thing: that things aren't random.
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Stay hungry, stay foolish.
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It is piracy, not overt online music stores, which is our main competitor.
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We made the buttons on the screen look so good you'll want to lick them.
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There's no other company that could make a MacBook Air and the reason is that not only do we con...
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It's hard to tell with these Internet startups if they're really interested in building comp...
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You can't just ask customers what they want and then try to give that to them. By the time you g...
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We hire people who want to make the best things in the world.
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And one more thing.
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Of all the inventions of humans, the computer is going to rank near or at the top as history unfolds...
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Our goal is to make the best devices in the world, not to be the biggest.
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Things don't have to change the world to be important.
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When you're a carpenter making a beautiful chest of drawers, you're not going to use a piece...
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We're just enthusiastic about what we do.
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Bottom line is, I didn't return to Apple to make a fortune. I've been very lucky in my life ...
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I didn't see it then, but it turned out that getting fired from Apple was the best thing that co...
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Remembering that you are going to die is the best way I know to avoid the trap of thinking you have ...
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I have a great respect for incremental improvement, and I've done that sort of thing in my life,...
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Most people have no concept of how an automatic transmission works, yet they know how to drive a car...
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For the past 33 years, I have looked in the mirror every morning and asked myself: 'If today wer...
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Microsoft has had two goals in the last 10 years. One was to copy the Mac, and the other was to copy...
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Technology is nothing. What's important is that you have a faith in people, that they're bas...
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If you're gonna make connections which are innovative... you have to not have the same bag of ex...
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My model for business is The Beatles: They were four guys that kept each others' negative tenden...
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Quality is more important than quantity. One home run is much better than two doubles.
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I'm as proud of what we don't do as I am of what we do.
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The hardest thing when you think about focusing. You think focusing is about saying "Yes." No. Focus...
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I'm sure a lot of you had this experience when you're changing. You're growing as a person and peopl...
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Every good product I've ever seen is because a group of people cared deeply about making something w...
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I'm the only person I know that's lost a quarter of a billion dollars in one year.... It's very char...
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The people who are doing the work are the moving force behind the Macintosh. My job is to create a s...
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So we went to Atari and said, 'Hey, we've got this amazing thing, even built with some of your parts...
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In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the...
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I think we're having fun. I think our customers really like our products. And we're always trying to...
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Here's to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square h...
STEVE JOBS
Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.
STEVE JOBS
Almost everything--all external expectations, all pride, all fear of embarrassment or failure--these...
STEVE JOBS
A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a ...
STEVE JOBS
I'm convinced that about half of what separates the successful entrepreneurs from non-successful one...
STEVE JOBS
Do you want to spend the rest of your life selling sugared water or do you want a chance to change t...
STEVE JOBS
I didn't see it then, but it turned out that getting fired from Apple was the best thing that could ...
STEVE JOBS
You've got to find what you love and that is as true for work as it is for lovers. Your work is goin...
STEVE JOBS
I feel like somebody just punched me in the stomach and knocked all my wind out. I'm only 30 years o...
STEVE JOBS
It's rare that you see an artist in his 30s or 40s able to really contribute something amazing.
STEVE JOBS
It's better to be a pirate than to join the Navy.
STEVE JOBS
I'm convinced that about half of what separates the successful entrepreneurs from the non-successful...
STEVE JOBS
Insanely Great!
STEVE JOBS
Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IB...
STEVE JOBS
It comes from saying no to 1,000 things to make sure we don't get on the wrong track or try to do to...
STEVE JOBS
I've always wanted to own and control the primary technology in everything we do.
STEVE JOBS
And no, we don't know where it will lead. We just know there's something much bigger than an...
STEVE JOBS
I was lucky - I found what I loved to do early in life. Woz and I started Apple in my parents' g...
STEVE JOBS
We use industry standard RSS so that anyone can subscribe. You do not even need a Mac.
STEVE JOBS
This ushers in a new generation of iMacs. We started a partnership less than a year ago to make this...
STEVE JOBS
Monsters, Inc. may become our studio's fourth blockbuster, and provide ongoing revenues for years to...
STEVE JOBS
We are now in the phase of development where the foundational stuff is behind us,
STEVE JOBS
It's really very beautiful and very thin.
STEVE JOBS
This is the direct result of our focus on innovation and the immense talent and creativity at Apple....
STEVE JOBS
I think it's just the beginning.
STEVE JOBS
professional.
STEVE JOBS
We've got a lot of Japanese content on the store and we'll be adding even more as the months go on, ...
STEVE JOBS
Well, something had to leak,
STEVE JOBS
A LITTLE TASTE.
STEVE JOBS
WE PULLED IT OFF.
STEVE JOBS
We've got five or six things to tell you about today, so let's get started.
STEVE JOBS
We know Mac OS X is not perfect,
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X factor.
STEVE JOBS
It is not clear that buying songs over the air makes economic sense. I am skeptical because of the c...
STEVE JOBS
We're working on that too, but I'm not so sure it will be successful.
STEVE JOBS
We'll occupy both of them.
STEVE JOBS
You could have a negative view of having 4 or 5 percent share, but one of the positives is that you ...
STEVE JOBS
We're going to keep going until we're faster than those guys,
STEVE JOBS
You've given us the time to get this turned around and get the volumes back up, and we deeply apprec...
STEVE JOBS
And you guys were putting Java in light bulbs and everything else,
STEVE JOBS
[Apple wants to make] not only the most powerful Macintosh built, but the most powerful [system] in ...
STEVE JOBS
We have modified the Mac OS so it can boot over a network. It thinks it's doing it locally, but it's...
STEVE JOBS
It's a non-issue for us... We sell computers.
STEVE JOBS
We think this is a real breakthrough. It's never before been done, where you can buy hit prime-time ...
STEVE JOBS
That same innovation, that same engineering, that same talent applied where we don't run up against ...
STEVE JOBS
Customers think the price is really good where it is. We're trying to compete with piracy — we're ...
STEVE JOBS