We've got to make sure that we're doing the right thing for the customer. And if we're not doing the right thing for the customer, then we're not doing the right thing for Apple.
Apple co-founder
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"My job is not to be easy on people; my job is to make them better."
Controversial"The cure for Apple is not cost-cutting. The cure for Apple is to innovate its way out of its current predicament."
Controversial"I’m an optimist. I believe in people. I believe in their wisdom, and I believe in their ability to do the right thing."
Controversial"I think it’s possible for ordinary people to choose to be extraordinary."
Controversial"The greatest artists like Dylan, Picasso and Newton risked failure. And if we want to be great, we've got to risk it too."
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