Walter Isaacson

“We made the iPod for ourselves, and when you're doing something for yourself, or your best friend or family, you're not going to cheese out. If you don't love something, you're not going to go the extra mile, work the extra weekend, challenge the status quo as much.”

“I want it to be as beautiful as possible, even if it's inside the box. A great carpenter isn't going to use lousy wood for the back of a cabinet, even though nobody's going to see it.”

“Hertzfeld recalled that Gates just sat there coolly, looking at Steve in the eye, before hurling back, in his squeaky voice, what became a classic zinger. "Well, Steve, I think there's more than one way of looking at it, I think it's more like we both had this rich neighbor named Xerox and I broke into his house to steal the TV set and found out that you had already stolen it.”

“You should never start a company with the goal of getting rich. Your goal should be making something you believe in and making a company that will last.”

“Pretend to be completely in control and people will assume that you are.”

“I don’t have any skeletons in my closet that can’t be allowed out.”

“I never worried about money. I grew up in a middle-class family, so I never thought I would starve. And I learned at Atari that I could be an okay engineer, so I always knew I could get by. I was voluntarily poor when I was in college and India, and I lived a pretty simple life even when I was working. So I went from fairly poor, which was wonderful, because I didn’t have to worry about money, to being incredibly rich, when I also didn’t “have to worry about money.I watched people at Apple who made a lot of money and felt they had to live differently. Some of them bought a Rolls-Royce and various houses, each with a house manager and then someone to manage the house managers. Their wives got plastic surgery and turned into these bizarre people. This was not how I wanted to live. It’s crazy. I made a promise to myself that I’m not going to let this money ruin my life.”

“I had a real revelation. We were all in robes, and they made some Turkish coffee for us. The professor explained how the coffee was made very different from anywhere else, and I realized, 'So fucking what?' Which kids even in Turkey give a shit about Turkish coffee? All day I had looked at young people in Istanbul. They were all drinking what every other kind in the world drinks, and they were wearing clothes that look like they were bought at the Gap, and they are all using cell phones. They were like kids everywhere else. It hit me that, for young people, this whole world is the same now. When we're making products, there is no such thing as a Turkish phone, or a music player that young people in Turkey would want that's different from one young people elsewhere would want. We're just one world now.”

“When the sales guys run the company, the product guys don't matter so much, and a lot of them just turn off.”

“Steve Jobs chafed at not being in control, and he sometimes hallucinated or became angry. Even when he was barely conscious, his strong personality came through. At one point the pulmonologist tried to put a mask over his face when he was deeply sedated. Jobs ripped it off and mumbled that he hated the design and refused to wear it. Though barely able to speak, he ordered them to bring five different options for the mask and he would pick a design he liked.”

“if you didn't voice your opinion, [Steve Jobs] would mow you down," said Cook. "He takes contrary positions to create more discussion, because it may lead to a better result. So if you don't feel comfortable disagreeing, then you'll never survive.”

“So [Steve Jobs] had the Pixar building designed to promote encounters and unplanned collaborations ... "to make people get out of their offices and mingle in the central atrium with people they might not otherwise see." The front doors and main stairs and corridors all led to the atrium, the cafe and the mailboxes were there, the conference rooms had windows that looked out onto it, and the six-hundred-seat theater and two smaller screening rooms all spilled into it. "Steve's theory worked from day one, "Lasseter recalled. "I kept running into people I hadn't seen for months. I've never seen a building that promoted collaboration and creativity as well as this one.”

“Jobs put his hand on Ellison's left shoulder, pulled him so close that their noses almost touched, and said, "Larry, this is why it's really important that I'm your friend. You don't need any more money.”

“He was incredibly phony, a complete poseur... He pretended to be interested in technology, but he wasn't. He was a marketing guy, and that is what marketing guys are: paid poseurs.”

“To dwell on the things that depress or anger us does not help in overcoming them. One must knock them down alone.”

“One of the strongest motives that leads men to art and science is escape from everyday life with its painful crudity and hopeless dreariness. Such men make this cosmos and its construction the pivot of their emotional life, in order to find the peace and security which they cannot find in the narrow whirlpool of personal experience.”

“i had no idea what i wanted to do with my life and no idea how college was going to help me figure it out.”

“I began to realize that an intuitive understanding and consciousness was more significant than abstract thinking and intellectual logical analysis,” he later said.”

“If you just sit and observe, you will see how restless your mind is. If you try to calm it, it only makes it worse, but over time it does calm, and when it does, there's room to hear more subtle things - that's when your intuition starts to blossom and you start to see things more clearly and be in the present more. Your mind just slows down, and you see a tremendous expanse in the moment. You see so much more than you could see before. It's a discipline; you have to practice it.”

“When you open the box of an iPhone or iPad, we want that tactile experience to set the tone for how you perceive the product.”

“On Startups: "I hate it when people call themselves "entrepreneurs" when what they're really trying to do is launch a startup and then sell or go public, so they can cash in and move on.”

“Steve Jobs had a tendency to see things in a binary way: "A person was either a hero or a bozo, a product was either amazing or shit”

“Walter Issacson biographer of Steve Jobs:I remember sitting in his backyard in his garden, one day, and he started talking about God. He [Jobs] said, “ Sometimes I believe in God, sometimes I don’t. I think it’s 50/50, maybe. But ever since I’ve had cancer, I’ve been thinking about it more, and I find myself believing a bit more, maybe it’s because I want to believe in an afterlife, that when you die, it doesn’t just all disappear. The wisdom you’ve accumulated, somehow it lives on.”Then he paused for a second and said, “Yea, but sometimes, I think it’s just like an On-Off switch. Click. And you’re gone.” And then he paused again and said, “ And that’s why I don’t like putting On-Off switches on Apple devices.”Joy to the WORLD! There IS an after-life!”

“I think Henry Kissinger grew up with that odd mix of ego and insecurity that comes from being the smartest kid in the class. From really knowing you're more awesomely intelligent than anybody else, but also being the guy who got beaten up for being Jewish.”

“In other words, the idea for the iPad actually came before, and helped to shape, the birth of the iPhone. ”

“Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.”

“People who know what they’re talking about don’t need PowerPoint.”

“In the annals of innovation, new ideas are only part of the equation. Execution is just as important.”

“Steve Jobs: “The best way to predict the future is to invent it.”

“freedom from programs that steal your private data. Freedom from programs that trash your battery. Freedom from porn. Yep, freedom. The times they are a changin’, and some traditional PC folks feel like their world is slipping away. It is.”

“I used to be an angry man myself. I’m a recovering assaholic so I could recognize that in Steve. (quoting Jean-Louis Gassée)”

“Steve Jobs thus became the greatest business executive of our era, the one most certain to be remembered a century from now. History will place him in the pantheon right next to Edison and Ford. More than anyone else of this time, he made products that were completely innovative, combining the power of poetry and processors. With a ferocity that could make working with him as unsettling as it was inspiring, he also built the world's most creative company. And he was able to infuse into its DNA the design sensibilities, perfectionism, and imagination that make it likely to be, even decades from now, the company that thrives best at the intersection of artistry and technology.”

“never let a passion for the perfect take precedence over pragmatism.”

“Even when he was barely conscious, his strong personality came through. At one point the pulmonologist tried to put a mask over his face when he was sedated. Jobs ripped it off and mumbled that he hated the design and refused to wear it. He ordered them to bring five different options and he would pick the one he liked.”

“He had the uncanny capacity to know exactly what your weak point is, know what will make you feel small, to make you cringe," Joanna Hoffman said. "It's a common trait in people who are charismatic and know how to manipulate people. Knowing that he can crush you makes you feel weakened and eager for his approval, so then he can elevate you and put you on a pedestal and own you.”

“On the day he unveiled the Macintosh, a reporter from Popular Science asked Jobs what type of market research he had done. Jobs responded by scoffing, "Did Alexander Graham Bell do any market research before he invented the telephone?”

“I am a fruitarian and I will only eat leaves picked by virgins in the moonlight”

“I was on one of my fruitarian diets" Steve Jobs recalled "I had just comeback from the apple farm. It sounded fun, spirited, and not intimidating. Apple took the edge of the word 'computer', plus it would get us a head of Atari in the phone book. He told Wozniak if a better name did not hit them by the next afternoon, they would just stick with apple and they did.  1 Apr 1976 ”

“Simply handing over your iPod to a friend, your blind date, or the total stranger sitting next to you on the plane opens you up like a book." (Steven Levy)”

“When the conventional wisdom of physics seemed to conflict with an elegant theory of his, Einstein was inclined to question that wisdom rather than his theory, often to have his stubbornness rewarded.”

“What was remarkable was that associating with a computer and electronics company was the best way for a rock band to seem hip and appeal to young people. Bono later explained that not all corporate sponsorships were deals with the devil. “Let’s have a look,” he told Greg Kot, the Chicago Tribune music critic. “The ‘devil’ here is a bunch of creative minds, more creative than a lot of people in rock bands. The lead singer is Steve Jobs. These men have helped design the most beautiful art object in music culture since the electric guitar. That’s the iPod. The job of art is to chase ugliness away.”

“Тоя свят няма да загине от атомна бомба, както ни казват вестниците - не, ще загине от смях, от баналност, от факта, че си прави шега с всичко, че и лоша шега на това отгоре.”

“He had the attitude that he could do anything, and therefore so can you. He put his life in my hands. So that made me do something I didn't think I could do.... If you trust him, you can do things. If he's decided that something should happen, then he's just going to make it happen. (Elizabeth Holmes)”

“One way to remember who you are is to remember who your heroes are.”

“I discovered that the best innovation is sometimes the company, the way you organize a company. The whole notion of how you build a company is fascinating.”

“Another time, he was playing [chess] with his equal, the Duchess of Bourbon, who made a move that inadvertently exposed her king. Ignoring the rules of the game, he promptly captured it. "Ah," said the duchess, "we do not take Kings so." Replied Franklin in a famous quip: "We do in America.”

“If you want to live your life in a creative way, as an artist, you have to not look back too much. You have to be willing to take whatever you’ve done and whoever you were and throw them away. The more the outside world tries to reinforce an image of you, the harder it is to continue to be an artist, which is why a lot of times, artists have to say, “Bye. I have to go. I’m going crazy and I’m getting out of here.” And they go and hibernate somewhere. Maybe later they re-emerge a little differently.”

“I think different religions are different doors to the same house. Sometimes I think the house exists, and sometimes I don’t. It’s the great mystery.”

“The best and most innovative products don't always win...(it's an) aesthetic flaw in how the universe worked”

“Sometimes, to relieve stress, he would soak his feet in the toilet, a practice that was not as soothing for his collegues.”