“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 ”

“Finally Jobs proposed Apple Computer. “I was on one of my fruitarian diets,” he explained. “I had just come back from the apple farm. It sounded fun, spirited, and not intimidating. Apple took the edge off the word ‘computer.’ Plus, it would get us ahead of Atari in the phone book”

“Get your feet off my desk, get out of here, you stink, and we're not going to buy your product." -- Atari President Joe Keenan, responding to Steve Jobs' offer to sell him rightsto the new personal computer he and Steve Wozniak developed (1976)”

“I did not design this game; I did not name the stakes. I just happen to like apples; and I am not afraid of snakes.”

“I can see him juggling the words inside his head. Fumbling. I tried to juggle once, with three apples I'd found in the pantry. But I just ended up bruising them all so badly my mother had to make apple bread. The whole time I was trying, I kept getting lost in the movements. I couldn't concentrate on all of them at once.I wish Cole would give me an apple. And then he looks at me, and there's that same sad, almost smile, like he's decided to pass me one, but he knows I can't juggle either. Like there's no reason for both of us to bruise things any more than needed.I hold out my hand. "Let me help.”

“[...] during one train stop, I watched as another guard with a spirit of empathy, ran out into an apple orchard and picked apples. He carried his jacket like a bag and filled it with apples. The kind German came to our open train window and handed us each an apple. The juicy apple tasted so delicious. I so appreciated that apple and his unusual compassion.”