Packaging Can Be Theater, It Can Create

Design Is The Fundamental Soul Of A Man-made Creation

I Buy Everything From Costco. It's Great; They've Got Everything I Need.

You Can't Look At The Competition And Say You're Going To Do It Better. You Have To Look At The Competition And Say You're Going To Do It Differently.

When I Hire Somebody Really Senior, Competence Is The Ante. They Have To Be Really Smart. But The Real Issue For Me Is, Are They Going To Fall In Love With Apple? Because If They Fall In Love With Apple, Everything Else Will Take Care Of Itself. They'll Want To Do What's Best For Apple, Not What's Best For Them, What's Best For Steve, Or Anybody Else.

No One Is Going To Buy A Big Phone.