People Need To Have The Incentive That

Our Approach Is To Think Of Companies Not As Businesses But As Collections Of People. We [apple]want To Qualitatively Change The Way People Work. We Don't Just Want To Help Them Do Word Processing Faster Or Add Numbers Faster. We Want To Change The Way They Can Communicate With One Another. We're Seeing Less Paper Flying Around And More Quality Of Communication.

Apple Has Some Tremendous Assets, But I Believe Without Some Attention, The Company Could, Could, Could - I'm Searching For The Right Word - Could, Could Die.

I Mean, Some People Say, 'oh, God, If [jobs] Got Run Over By A Bus, Apple Would Be In Trouble.' And, You Know, I Think It Wouldn't Be A Party, But There Are Really Capable People At Apple. My Job Is To Make The Whole Executive Team Good Enough To Be Successors, So That's What I Try To Do.

It's Understandable That The Music Companies That Are Comprised Of People That Are Successful By Making Good Creative Decisions - They Have To Decide Which Out Of Fifty Artists Is The Next Hot One, With No Data To Go From. It's An Intuitive Process, And That's What They Do Well When They're Successful. They Don't Understand Technology.

It Took Us Three Years To Build The Next Computer. If We'd Given Customers What They Said They Wanted, We'd Have Built A Computer They'd Have Been Happy With A Year After We Spoke To Them - Not Something They'd Want Now.