Apple is the most creative of the PC companies; Pixar is the most technologically advanced entertainment company. Apple releases new products every few months, and top execs make 10 major decisions a day. But the Holy Grail for Pixar is releasing one product, a movie-a-year, and as CEO I might make three really critical decisions a year, and they are very hard to change.
Steve Jobs, 2003
We’re still heavily into the box. We love the box. We have amazing computers today, and amazing hardware in the pipeline. I still spend a lot of my time working on new computers, and it will always be a primal thing for Apple. But the user experience is what we care about most, and we’re expanding that experience beyond the box by making better use of the Internet. The user experience now entails four things: the hardware, the operating system, the applications, and the Net. We want to do all four uniquely well for our customers.
Steve Jobs, 2000
This will be the most important thing I’ve ever done. (on the iPad before launch)
Steve Jobs, 2010
You just make the best product you can, and you don’t put it out until you feel it’s right. But no matter what you think intellectually, your heart is beating pretty fast right before people see what you’ve produced.
Steve Jobs, 1989
Good PR educates people; that’s all it is. You can’t con people in this business. The products speak for themselves.
Steve Jobs, 1985
It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.
Steve Jobs, 1998
(about the iPod) It’s as Apple as anything Apple has ever done.
Steve Jobs, 2004