"I think that the Macintosh was one of the most significant things that ever happened in the history of computers."

"It's really simple. We're going to make a phone that's better than anything else out there."

"I think it’s possible for ordinary people to choose to be extraordinary."

"It's like, you know, we're building a car, and you go to the customer and say, 'What do you want?' And they say, 'I want a faster car.' And you say, 'Okay, I'll put a bigger engine in it.' And you put…"

"You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new."