In The First 30 Years Of Your

Focus Is About Saying, No. And The Result Of That Focus Is Going To Be Some Really Great Products Where The Total Is Much Greater Than The Sum Of The Parts.

We Had The Hardware Expertise, The Industrial Design Expertise And The Software Expertise, Including Itunes. One Of The Biggest Insights We Have Was That We Decided Not To Try To Manage Your Music Library On The Ipod, But To Manage It In Itunes. Other Companies Tried To Do Everything On The Device Itself And Made It So Complicated That It Was Useless.

I Was Actually A Fruitarian At That Point In Time. I Ate Only Fruit. Now I'm A Garbage Can Like Everyone Else. And We Were About Three Months Late In Filing A Fictitious Business Name So I Threatened To Call The Company Apple Computer Unless Someone Suggested A More Interesting Name By Five O'clock That Day. Hoping To Stimulate Creativity. And It Stuck. And That's Why We're Called Apple.

Creativity Is Just Connecting Things.

I Hate The Way People Use Slide Presentations Instead Of Thinking. People Would Confront A Problem By Creating A Presentation. I Wanted Them To Engage, To Hash Things Out At The Table, Rather Than Show A Bunch Of Slides. People Who Know What They're Talking About Don't Need Powerpoint.