“When it came time to announce the price of the new machine, Jobs did what he would often do in product demonstrations: reel off the features, describe them as being “worth thousands and thousands of dollars,” and get the audience to imagine how expensive it really should be. Then he announced what he hoped would seem like a low price: “We’re going to be charging higher education a single price of $6,500.”

“But he did not understand the price. Mortals never do. They only see the prize, their heart's desire, their dream... But the price of getting what you want, is getting what you once wanted.”

“Whatever storm was brewing, I'd find it and fight it. If it was the price of being with Curran, then I would pay it. He was worth it.”

“What did he do? Channel Vincent Price and transport the Tower of London'to the Hollywood Hills?”

“—Amy said that would be an imprudent expense; but as soon as he had got a good price for a book. Will not the publishers be kind? If they knew what happiness lurked in embryo within their foolish cheque-books!”

“People always get what they want. But there is a price for everything. Failures are either those who do not know what they want or are not prepared to pay the price asked them. The price varies from individual to individual. Some get things at bargain-sale prices, others only at famine prices. But it is no use grumbling. Whatever price you are asked, you must pay.”