Never Settle For Average.

The System Is That There Is No System. That Doesn't Mean We Don't Have Process. Apple Is A Very Disciplined Company, And We Have Great Processes. But That's Not What It's About. Process Makes You More Efficient ... But Innovation Comes From People Meeting Up In The Hallways Or Calling Each Other At 10:30 At Night With A New Idea, Or Because They Realized Something That Shoots Holes In How We've Been Thinking About A Problem. It's Ad Hoc Meetings Of Six People Called By Someone Who Thinks He Has Figured Out The Coolest New Thing Ever And Who Wants To Know What Other People Think Of His Idea.

We Have Never Worried About Numbers. In The Marketplace, Apple Is Trying To Focus The Spotlight On Products, Because Products Really Make A Difference. You Can't Con People In This Business. The Products Speak For Themselves.

Design Is The Fundamental Soul Of A Human-made Creation That Ends Up Expressing Itself In Successive Outer Layers Of The Product Or Service.

Once Ibm Gains Control Of A Market Sector, They Almost Always Stop Innovation. They Prevent Innovation From Happening.

And No, We Don't Know Where It Will Lead. We Just Know There's Something Much Bigger Than Any Of Us Here.