“Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.”

“the best innovation is sometimes the company, the way you organize the company”

“Innovation is the only way to win.”

“Innovation is not about saying yes to everything. It's about saying NO to all but the most crucial features.”

“People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I'm actually as proud of the things we haven't done as the things I have done. Innovation is saying no to 1,000 things.”

“The Macintosh was sort of like this wonderful romance in your life that you once had — and that produced about 10 million children. In a way it will never be over in your life. You'll still smell that romance every morning when you get up. And when you open the window, the cool air will hit your face, and you'll smell that romance in the air. And you'll see your children around, and you feel good about it. And nothing will ever make you feel bad about it.”

“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”