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

My task over the last two years hasn’t just been to stop the bleeding. My task has also been to try to figure out how do we address some of the structural problems in the economy that have prevented more Googles from being created.

I would say raising capital is one of the weakest things for most entrepreneurs.

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.

Many entrepreneurs do not realize that many of the problems their businesses face today began yesterday, long before there was a business.

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.

The state of the economy is not the issue when it comes to growing a business. The relevant questions are always: ‚What business are you in? Furthermore, is it adapting to the times?‘

I built a company at the same time I built a career.

Great companies are built on great products.

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.

I’m sorry that we have to have a Washington presence. We thrived during our first 16 years without any of this. I never made a political visit to Washington and we had no people here. It wasn’t on our radar screen. We were just making great software.

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

I don’t run restaurants that are out of control. We are about establishing phenomenal footholdings with talent.

I have too much product, and I’m trying to rein it in and sell more of my main collection. I wish you didn’t have to design so often; it would be good if you could keep on selling the same things for a few years and not have to do new things all the time.

In addition to building better products, a more open world will also encourage businesses to engage with their customers directly and authentically. More than four million businesses have Pages on Facebook that they use to have a dialogue with their customers. We expect this trend to grow as well.

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 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.

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.

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.

Many a small thing has been made large by the right kind of advertising.

On the Internet, companies are scale businesses, characterized by high fixed costs and relatively low variable costs. You can be two sizes: You can be big, or you can be small. It’s very hard to be medium. A lot of medium-sized companies had the financing rug pulled out from under them before they could get big.

I can be accused of trying to be commercial sometimes.

If you only do things where you know the answer in advance, your company goes away.

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

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.

When most people ask about a business growing, what they really mean is growing revenue, not just growing the number of people using a service. Traditional businesses would view people using your service that you don’t make money from as a cost.

Be willing to use yourself to get out there and put the company on the market. If you have to make a fool of yourself, make a fool of yourself, but make sure that you end up on the front pages, not the back pages. In time, it’s possible that your company will stand out from the crowd, and you’ll be successful.

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.

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.

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.