Never Settle For Average.

Let's Go Invent Tomorrow...

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.

People Don't Know What They Want Until You Show It To Them. That's Why I Never Rely On Marketing Research. Our Task Is To Read Things That Are Not Yet On The Page.

When We Hire Someone, Even If They Are Going To Be In Marketing, I Will Have Them Talk To The Design Folks And The Engineers.

The Ipod Is Not A New Category. Music Is Not New. It's Not A Speculative Market. It's A Very, Very Large Market. It's Been Around For Thousands Of Years And Will Be Around As Long As Humans Exist.