We Believe People With Passion

People Need To Have The Incentive That If They Invest And Succeed, They Can Make A Fair Profit. Otherwise They'll Stop Investing.

Our Approach Is To Think Of Companies Not As Businesses But As Collections Of People. We [apple]want To Qualitatively Change The Way People Work. We Don't Just Want To Help Them Do Word Processing Faster Or Add Numbers Faster. We Want To Change The Way They Can Communicate With One Another. We're Seeing Less Paper Flying Around And More Quality Of Communication.

The Creative Industries Tend To Dismiss Technology As Just Something To Buy And Not Understand How Hard It Is And How Creative It Can Be As Well.

Every Good Product I've Ever Seen Is Because A Group Of People Cared Deeply About Making Something Wonderful That They And Their Friends Wanted. They Wanted To Use It Themselves.

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.