We've gone through the operating system and looked at everything and asked how can we simplify this and make it more powerful at the same time,

There's no other company that could make a MacBook Air and the reason is that not only do we control the hardware, but we control the operating system. And it is the intimate interaction between the operating system and the hardware that allows us to do that. There is no intimate interaction between Windows and a Dell notebook.

[Apple wants to make] not only the most powerful Macintosh built, but the most powerful [system] in the whole industry.

For the past 33 years, I have looked in the mirror every morning and asked myself: 'If today were the last day of my life, would I want to do what I am about to do today?' And whenever the answer has been 'No' for too many days in a row, I know I need to change something.

I get asked a lot why Apple's customers are so loyal. It's not because they belong to the Church of Mac! That's ridiculous.

In television you go in with this operating system that it is a crapshoot.