It Wasn't That Microsoft Was So Brilliant

If You Tell People They Can't Burn Cds Of Their Music, As Almost Every Current Legal Music Service Has Done, Or They Can Only Burn One Cd With A Track Or Pay Per Track Per Burn Extra, Nobody Is Going To Go For It.

We've Had One Of These Before, When The Dot-com Bubble Burst. What I Told Our Company Was That We Were Just Going To Invest Our Way Through The Downturn, That We Weren't Going To Lay Off People, That We'd Taken A Tremendous Amount Of Effort To Get Them Into Apple In The First Place; The Last Thing We Were Going To Do Is Lay Them Off.

The Axis Today Is Not Liberal And Conservative, The Axis Is Constructive-destructive.

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.

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.