“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.”

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

“Tactile receptors weren't needed to experience pain. Tone of voice transported those spores just as easily.”

“It is my secrecy which makes you unhappy, my evasions, my silences. And so I have found a solution. Whenever you get desperate with my mysteries, my ambiguities, here is a set of Chinese puzzle boxes. You have always said that I was myself a Chinese puzzle box. When you are in the mood and I baffle your love of confidences, your love of openness, your love of sharing experiences, then open one of the boxes. And in it you will find a story, a story about me and my life. Do you like this idea? Do you think it will help us to live together?”

“Children do not experience our intentions, no matter how heartfelt. They experience what we manifest in tone and behavior.”

“Tone was all. Gift wrap was all. Perfect the wrap, and you could put whatever you wanted in the box. You could put firecrackers. You could put dog shit. ”