We think Android is very, very fragmented, and becoming more fragmented by the day. And as you know, Apple strives for the integrated model so that the user isn’t forced to be the systems integrator.

Any version of Windows is going to have lots of great new things that people use and things that are tough.

Part of what made the Macintosh great was that the people working on it were musicians, poets, and artists, and zoologists, and historians. They also happened to be the best computer scientists in the world. But if it hadn’t been computer science, these people would have been doing amazing things in other fields.

Apple took the edge off the word ‚computer.‘

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.

I get asked a lot why Apple’s customers are so loyal. It’s not because they belong to the Church of Mac! That’s ridiculous.

There’s no other company that could make a MacBook Air and the reason is that not only do we control the hardware, but we control the operating system. And it is the intimate interaction between the operating system and the hardware that allows us to do that. There is no intimate interaction between Windows and a Dell notebook.

Our goal is to make it so there’s as little friction as possible to having a social experience.

What is Apple, after all? Apple is about people who think ‚outside the box,‘ people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get a job done.

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.

Design is not just what it looks like and feels like. Design is how it works.

But Apple really beats to a different drummer. I used to say that Apple should be the Sony of this business, but in reality, I think Apple should be the Apple of this business.

I do think there is a lot of potential if you have a compelling product and people are willing to pay a premium for that. I think that is what Apple has shown. You can buy a much cheaper cell phone or laptop, but Apple’s product is so much better than the alternative, and people are willing to pay that premium.

Apple has given me a platform to spread music. They’re giving us Latinos a chance to shine.

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.

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.

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.

Facebook is in a very different place than Apple, Google, Amazon, Samsung, and Microsoft. We are trying to build a community.

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.

An iPod, a phone, an internet mobile communicator… these are NOT three separate devices! And we are calling it iPhone! Today Apple is going to reinvent the phone. And here it is.

The real question for me is, do people have the tools that they need in order to make those decisions well? And I think that it’s actually really important that Facebook continually makes it easier and easier to make those decisions… If people feel like they don’t have control over how they’re sharing things, then we’re failing them.

I was lucky – I found what I loved to do early in life. Woz and I started Apple in my parents‘ garage when I was 20. We worked hard, and in 10 years, Apple had grown from just the two of us in a garage into a $2 billion company with over 4000 employees.

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.

People want to watch whatever video they want to watch whenever they want to watch. If you provision your Internet infrastructure adequately, you can do that.

It’s not about charisma and personality, it’s about results and products and those very bedrock things that are why people at Apple and outside of Apple are getting more excited about the company and what Apple stands for and what its potential is to contribute to the industry.

Bottom line is, I didn’t return to Apple to make a fortune. I’ve been very lucky in my life and already have one. When I was 25, my net worth was $100 million or so. I decided then that I wasn’t going to let it ruin my life. There’s no way you could ever spend it all, and I don’t view wealth as something that validates my intelligence.

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.

This is our commitment to users and the people who use our service, is that Facebook’s a free service. It’s free now. It will always be free. We make money through having advertisements and things like that.

I’m an iPod person.

I’ll always stay connected with Apple. I hope that throughout my life I’ll sort of have the thread of my life and the thread of Apple weave in and out of each other, like a tapestry. There may be a few years when I’m not there, but I’ll always come back.

DOS is ugly and interferes with users‘ experience.

Google’s done a super good job on search; Apple’s done a great job on the IPod.

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.

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.

In the case of Apple, they did originally do production internally, but then along came unbelievably good outsourced manufacturing from companies like Foxconn. We don’t have that in the rocket business. There’s no Foxconn in the rocket business.

Whether it’s Google or Apple or free software, we’ve got some fantastic competitors and it keeps us on our toes.

Meditation demands an astonishingly alert mind; it is the understanding of the totality of life in which every form of fragmentation has ceased.

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

More businesses should be following Apple’s stance in encouraging more investment in sustainability.

Well, Apple invented the PC as we know it, and then it invented the graphical user interface as we know it eight years later (with the introduction of the Mac). But then, the company had a decade in which it took a nap.

Pretty much, Apple and Dell are the only ones in this industry making money. They make it by being Wal-Mart. We make it by innovation.

Computers are still technology because we are still wrestling with it: it’s still being invented; we’re still trying to work out how it works. There’s a world of game interaction to come that you or I wouldn’t recognise. It’s time for the machines to disappear. The computer’s got to disappear into all of the things we use.

The design of the Mac wasn’t what it looked like, although that was part of it. Primarily, it was how it worked. To design something really well, you have to get it. You have to really grok what it’s all about. It takes a passionate commitment to really thoroughly understand something, chew it up, not just quickly swallow it.

Innovation has nothing to do with how many R & D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R & D. It’s not about money. It’s about the people you have, how you’re led, and how much you get it.

Woz is living his own life now. He hasn’t been around Apple for about five years. But what he did will go down in history.

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?

The reason that Apple is able to create products like the iPad is because we’ve always tried to be at the intersection of technology and the liberal arts.

After launching the first version of Facebook for a few thousand users, we would discuss how this should be built for the world. It wasn’t even a thought that maybe it could be us. We always thought it would be someone else doing it.

If I decide to make a coat red in the show, it’s not just red, I think: is it communist red? Is it cherry cordial? Is it ruby red? Or is it apple red? Or the big red balloon red?

We just think that there are all these different ways that people want to share, and that compressing them all into a single blue app is not the right format of the future.

Who wants a stylus. You have to get em and put em away, and you lose em. Yuck. Nobody wants a stylus.

The engineering is long gone in most PC companies. In the consumer electronics companies, they don’t understand the software parts of it. And so you really can’t make the products that you can make at Apple anywhere else right now. Apple’s the only company that has everything under one roof.

Apple has always leveraged technologies that the PC industry has driven to critical mass – the bus structures, the graphics cards, the peripherals, the connection networks, things like that – so they’re kind of in the PC ecosystem and kind of not.