Do Your Best At Every Job. Don't

Innovation Distinguishes Between A Leader And A Follower.

Bottom Line Is, I Didn't Return To Apple To Make A Fortune. I've Been Very Lucky In My Life And Already Have One. When I Was 25, My Net Worth Was $100 Million Or So. I Decided Then That I Wasn't Going To Let It Ruin My Life. There's No Way You Could Ever Spend It All, And I Don't View Wealth As Something That Validates My Intelligence.

My Passion Has Been To Build An Enduring Company Where People Were Motivated To Make Great Products. Everything Else Was Secondary. Sure, It Was Great To Make A Profit, Because That Was What Allowed You To Make Great Products. But The Products, Not The Profits Were The Motivation.

And It Comes From Saying No To 1,000 Things To Make Sure We Don't Get On The Wrong Track Or Try To Do Too Much. We're Always Thinking About New Markets We Could Enter, But It's Only By Saying No That You Can Concentrate On The Things That Are Really Important.

We Don't Believe It's Possible To Protect Digital Content. What's New Is This Amazingly Efficient Distribution System For Stolen Property Called The Internet-- And No One's Gonna Shut Down The Internet. And It Only Takes One Stolen Copy To Be On The Internet. And The Way We Expressed It To Them Is: Pick One Lock--open Every Door. It Only Takes One Person To Pick A Lock. Worst Case: Somebody Just Takes The Analog Outputs Of Their Cd Player And Rerecords It-- Puts It On The Internet. You'll Never Stop That. So What You Have To Do Is Compete With It.