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Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It’s not about money. It’s about the people you have, how you’re led, and how much you get it.

Steve Jobs, 1998

(Does it take insane people to make insanely great things?) Actually, making an insanely great product has a lot to do with the process of making the product, how you learn things and adopt new ideas and throw out old ideas. But, yeah, the people who made Mac are sort of on the edge.

Steve Jobs, 1985

People say sometimes, ‘You work in the fastest-moving industry in the world.’ I don’t feel that way. I think I work in one of the slowest. It seems to take forever to get anything done. All of the graphical-user interface stuff that we did with the Macintosh was pioneered at Xerox PARC and with Doug Engelbart at SRI in the mid-’70s. And here we are, just about the mid-’90s, and it’s kind of commonplace now. But it’s about a 10-to-20-year lag. That’s a long time.

Steve Jobs, 1994

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. It’s because when you buy our products, and three months later you get stuck on something, you quickly figure out [how to get past it]. And you think, ‘Wow, someone over there at Apple actually thought of this!’ And then three months later you try to do something you hadn’t tried before, and it works, and you think ‘Hey, they thought of that, too.’ And then six months later it happens again. There’s almost no product in the world that you have that experience with, but you have it with a Mac.

Steve Jobs, 2004

(about the Macintosh) None of us wanted to release it at the end. It was as though we knew that once it was out of our hands, it wouldn’t be ours anymore. When we finally presented it at the shareholders’ meeting, everyone in the auditorium gave it a five-minute ovation. What was incredible to me was that I could see the Mac team in the first few rows. It was as though none of us could believe we’d actually finished it. Everyone started crying.

Steve Jobs, 1985.


First was the mouse. The second was the click wheel. And now, we’re going to bring multi-touch to the market. And each of these revolutionary interfaces has made possible a revolutionary product – the Mac, the iPod and now the iPhone.

Steve Jobs, 2007.