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I'm Sure A Lot Of You Had This Experience When You're Changing. You're Growing As A Person And People Tend To Treat You Like You Were 18 Months Ago, And It's Really Frustrating Sometimes When You're Growing Up And You're More Capable. It's The Same Thing With A Company And The Press. The Press Is Going To Have A Lag Time. The Best Thing We Can Do About The Press Is Embrace Them And Do The Best Thing We Can To Educate Them About Our Strategy. But To Keep Our Eye On The Prize, That Is Turning Out Some Great Products. The Press And The Stock Prize Will Take Care Of Themselves.

At Apple, People Are Putting In 18-hour Days. We Attract A Different Type Of Person—a Person Who Doesn’t Want To Wait Five Or Ten Years To Have Someone Take A Giant Risk On Him Or Her. Someone Who Really Wants To Get In A Little Over His Head And Make A Little Dent In The Universe. We Are Aware That We Are Doing Something Significant. We’re Here At The Beginning Of It And We’re Able To Shape How It Goes. Everyone Here Has The Sense That Right Now Is One Of Those Moments When We Are Influencing The Future.

We Don't Have A Good Language To Talk About This Kind Of Thing. In Most People's Vocabularies, Design Means Veneer... But To Me, Nothing Could Be Further From The Meaning Of Design. Design Is The Fundamental Soul Of A Man-made Creation.

I'm One Of The Few People Who Understands How Producing Technology Requires Intuition And Creativity, And How Producing Something Artistic Takes Real Discipline.

I Was Lucky - I Found What I Love To Do Early In Life.