Apple Is So Focused On Its Vision

We Expect Teachers To Handle Teenage Pregnancy, Substance Abuse, And The Failings Of The Family. Then We Expect Them To Educate Our Children.

Apple Is So Focused On Its Vision That It Does Things In A Very Careful, Deliberate Way.

The Real Challenge Is Not To Get People To Remember More, But To Get Them To Understand Better. We're Just Now Beginning To Be Able To Show What We Can Implement With Technological Tools. I Think Our Interest At Apple Is To Be The Provider Of The Instruments That Will Help Educators And Students Create And Entirely New Kind Of Learning Than What We Have Now.

Marketing Is Really Theater. It's Like Staging A Performance.

Everything At Apple Can Be Best Understood Through The Lens Of Designing. Whether It's Designing The Look And Feel Of The User Experience, Or The Industrial Design, Or The System Design, And Even Things Like How The Boards Were Laid Out.