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.

It took us three years to build the NeXT computer. If we’d given customers what they said they wanted, we’d have built a computer they’d have been happy with a year after we spoke to them – not something they’d want now.

We think the Mac will sell zillions, but we didn’t build the Mac for anybody else. We built it for ourselves. We were the group of people who were going to judge whether it was great or not. We weren’t going to go out and do market research. We just wanted to build the best thing we could build.

Who decides what’s in Windows? The customers who buy it.

So I’ve seen life as one long learning process. And if I see – you know, if I fly on somebody else’s airline and find the experience is not a pleasant one, which it wasn’t in – 21 years ago, then I’d think, well, you know, maybe I can create the kind of airline that I’d like to fly on.

We pay attention to every demographic in every country, so we’re going to focus on building things that teens are going to like, and we’re also going to focus on building things that other folks are going to like.

Great companies are built on great products.

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.

If I tried to make a commercial album, it would be a complete flop. I have no idea what the world at large likes.

Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service. The iMac is not just the color or translucence or the shape of the shell. The essence of the iMac is to be the finest possible consumer computer in which each element plays together.

I always wanted to have a headphone line but I feel like I’m going to do more than just headphones eventually, but we want to wake the world up right now with this.

A complaint is a chance to turn a customer into a lifelong friend. I say that seriously, not as some press release baloney.

Figuring out what the next big trend is tells us what we should focus on.

Your most unhappy customers are your greatest source of learning.

But, the thing is, since I always had my own little shop and direct access to the public, I’ve been able to build up a technique without marketing people ever telling me what the public wants.

I don’t believe that the public knows what it wants; this is the conclusion that I have drawn from my career.

You’ve got to keep your finger on the pulse of what your audience is thinking, and know what they’ll accept from you.

We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.

Once you have a product that you are happy with, you the need to centralize things to continue growth.

It’s a juicy thing to say we’re building a phone, which is why people want to write about it. But it’s so clearly the wrong strategy for us.

By putting the employee first, the customer effectively comes first by default, and in the end, the shareholder comes first by default as well.

Software innovation, like almost every other kind of innovation, requires the ability to collaborate and share ideas with other people, and to sit down and talk with customers and get their feedback and understand their needs.

There are really two things that have to occur in order for a new technology to be affordable to the mass market. One is you need economies of scale. The other is you need to iterate on the design. You need to go through a few versions.

In business, the idea of measuring what you are doing, picking the measurements that count like customer satisfaction and performance… you thrive on that.

The ability of a successful company to add functionality to its product has long been upheld.

If you’re entering anything where there’s an existing marketplace, against large, entrenched competitors, then your product or service needs to be much better than theirs. It can’t be a little bit better, because then you put yourself in the shoes of the consumer… you’re always going to buy the trusted brand unless there’s a big difference.

There are two ways to extend a business. Take inventory of what you’re good at and extend out from your skills. Or determine what your customers need and work backward, even if it requires learning new skills. Kindle is an example of working backward.

Our DNA is as a consumer company – for that individual customer who’s voting thumbs up or thumbs down. That’s who we think about. And we think that our job is to take responsibility for the complete user experience. And if it’s not up to par, it’s our fault, plain and simply.

You want your customers to value your service.

If advertisers spent the same amount of money on improving their products as they do on advertising then they wouldn’t have to advertise them.

What we want to do is make a leapfrog product that is way smarter than any mobile device has ever been, and super-easy to use. This is what iPhone is. OK? So, we’re going to reinvent the phone.

If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.

I think what we’ve found is that when you can use products with your friends and your family and the people you care about, they tend to be more engaging. I think that we’re really going to see this huge shift where a lot of industry is and products are just going to be remade to be social.

I spend a lot of time just, you know, with my girlfriend and my dog. And I mean, we don’t have a lot of furniture in our house, so it’s really simple. And we’re trying to build products for everyone in the world, right. And you don’t want to get isolated to do that.

Nothing ruins your day more than getting a bad review.

The best customer service is if the customer doesn’t need to call you, doesn’t need to talk to you. It just works.