It's not about where you end up, or how you got there, it's about where you're going next.
The ones who are crazy enough to think they can change the world, are the ones who do.
Sometimes life hits you in the head with a brick. Don't lose faith.
Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.
The only way to do great work is to love what you do.
If you haven’t found it yet, keep looking. Don’t settle.
Stay hungry, stay foolish. You've got to find what you love!
There is no reason not to follow yur heart.
Deciding what not to do is as important as deciding what to do.
My favorite things in life don't cost any money.
It's really clear that the most precious resource we all have is time.
Time is so limited. Don’t waste it trying to be someone else.
It's not the tools you have faith in.
Tools are just tools. It's the people you have faith in or not.
Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works.
Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose.
Don't let the noise of others opinions drown out your own inner voice.
Older people sit down and ask, 'What is it?' but the boy asks, 'What can I do with it?'.
Things don't have to change the world to be important.
Design is not just what it looks like. Design is how it works.
Innovation distinguishes between a leader and a follower.
I'm convinced that about half of what separates the successful entrepreneurs from non-successful ones is perseverance.
Being the richest man in the cemetery doesn't matter to me.
Going to bed at night saying we've done something wonderful, that's what matters to me.
It's better to be a pirate than to join the Navy.
Your time on this earth is limited, don’t live someone else's life, live by your vision.
We don't get a chance to do that many things, and every one should be really excellent. Because this is our life.
I want to put a ding in the universe.
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.
Sometimes when you innovate, you make mistakes.
It is best to admit them quickly, and get on with improving your other innovations.
I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long. Just figure out what
The only way to do great work is to love what you do. If you haven't found it yet, keep looking. Don't settle. s with all matters of the heart, you'll know when you find it.
And one more thing.
For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.
We hire people who want to make the best things in the world.
You know, my main reaction to this money thing is that it's humorous, all the attention to it, because it's hardly the most insightful or valuable thing that's happened to me.
I'm an optimist in the sense that I believe humans are noble and honorable, and some of them are really smart. I have a very optimistic view of individuals.
I think right now it's a battle for the mindshare of developers and for the mindshare of customers, and right now iPhone and Android are winning that battle.
Have the courage to follow your heart and intuition. they somehow already know what you truly want to become.
Our goal is to make the best devices in the world, not to be the biggest.
We're just enthusiastic about what we do.
The people who are doing the work are the moving force behind the Macintosh.
My job is to create a space for them, to clear out the rest of the organization and keep it at bay.
Each year has been so robust with problems and successes and learning experiences and human experienes that a year is a lifetime at Apple. So this has been ten lifetimes.
Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because almost everything - all external expectations, all pride, all fear of embarrassment or failure - these things just fall away in the face of death, leaving only what is truly important.
Simple can be harder than complex; you have to work hard to get your thinking clean to make it simple.
Deciding what not to do is as important as deciding what to do.
Have the courage to follow your heart and intuition.
They somehow already know what you truly want to become.
I've always wanted to own and control the primary technology in everything we do.
Apple's market share is bigger than BMW's or Mercedes's or Porsche's in the automotive market. What's wrong with being BMW or Mercedes?
Computers themselves, and software yet to be developed, will revolutionize the way we learn.
And no, we don't know where it will lead.
We just know there's something much bigger than any of us here.
Throughout my years in business, I discovered something.
I would always ask why you do things. The answers that I would invariably get are: 'Oh, that's just the way things are done around here.' Nobody knows why they do what they do. Nobody thinks very deeply about things in business.
That's been one of my mantras - focus and simplicity.
Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it's worth it in the end because once you get there, you can move mountains.
You can't connect the dots looking forward;
you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something - your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.
The system is that there is no system.
That doesn't mean we don't have process. Apple is a very disciplined company, and we have great processes. But that's not what it's about. Process makes you more efficient.
The desktop computer industry is dead.
Innovation has virtually ceased. Microsoft dominates with very little innovation. That's over. Apple lost. The desktop market has entered the dark ages, and it's going to be in the dark ages for the next 10 years, or certainly for the rest of this decade.
It's not the tools that you have faith in - tools are just tools.
They work, or they don't work. It's people you have faith in or not. Yeah, sure, I'm still optimistic I mean, I get pessimistic sometimes but not for long.
No one wants to die. Even people who want to go to heaven don't want to die to get there. And yet death is the destination we all share. No one has ever escaped it. And that is as it should be, because Death is very likely the single best invention of Life. It is Life's change agent. It clears out the old to make way for the new.
This is what customers pay us for - to sweat all these details so it's easy and pleasant for them to use our computers. We're supposed to be really good at this. That doesn't mean we don't listen to customers, but it's hard for them to tell you what they want when they've never seen anything remotely like it.
I didn't see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.