You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.

It took us three years to build the NeXT computer. If we'd given customers what they said they wanted, we'd have built a computer they'd have been happy with a year after we spoke to them - not something they'd want now.

Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while. That's because they were able to connect experiences they've had and synthesize new things.

Throughout my years in business, I discovered something. I would always ask why you do things. The answers that I would invariably get are: 'Oh, that's just the way things are done around here.' Nobody knows why they do what they do. Nobody thinks very deeply about things in business.

We made the buttons on the screen look so good you'll want to lick them.

We think this is a real breakthrough. It's never before been done, where you can buy hit prime-time TV shows the day after they're broadcast.