“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. ”

“What are the five products you want to focus on? Get rid of the rest, because they’re dragging you down. They’re turning you into Microsoft. They’re causing you to turn out products that are adequate but not great.”

“for Steve, less is always more, simpler is always better. Therefore, if you can build a glass box with fewer elements, it’s better, it’s simpler, and it’s at the forefront of technology. That’s where Steve likes to be, in both his products and his stores.”

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

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

“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.”