You could have a negative view of having 4 or 5 percent share, but one of the positives is that you don't really have to care what the rest of the market is like. It's like being on the bottom of the ocean -- it doesn't really matter what the weather on the top is like.

Apple's market share is bigger than BMW's or Mercedes's or Porsche's in the automotive market. What's wrong with being BMW or Mercedes?

PDF is the richest content on the Web, and we're going to view it native,

In our track record over the last few years, we've only had one product that we've introduced that hasn't met our expectations in its first quarter of sales, and that is our G4 cube, ... If we haven't hit it right on the market with the G4 cube, well, we're just going to keep working on it until we do.

I think this is the start of something really big. Sometimes that first step is the hardest one, and we've just taken it.

We completely missed the boat on CD-read/write drives, ... We completely blew this one.