Be a yardstick of quality. Some people aren't used to an
environment where excellence is expected.
Design is not just what it looks like and feels like.
Design is how it works.
An iPod, a phone, an internet mobile communicator...
these are NOT three separate devices! And we are
calling it iPhone! Today Apple is going to reinvent the
phone. And here it is.
Being the richest man in the cemetery doesn't matter
to me. Going to bed at night saying we've done
something wonderful, that's what matters to me.
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.
And no, we don't know where it will lead. We just
know there's something much bigger than any of us
here.
A lot of people in our industry haven't had very diverse
experiences. So they don't have enough dots to
connect, and they end up with very linear solutions
without a broad perspective on the problem. The
broader one's understanding of the human experience,
the better design we will have
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.
I think we're having fun. I think our customers really
like our products. And we're always trying to do better.
environment where excellence is expected.
Design is not just what it looks like and feels like.
Design is how it works.
An iPod, a phone, an internet mobile communicator...
these are NOT three separate devices! And we are
calling it iPhone! Today Apple is going to reinvent the
phone. And here it is.
Being the richest man in the cemetery doesn't matter
to me. Going to bed at night saying we've done
something wonderful, that's what matters to me.
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.
And no, we don't know where it will lead. We just
know there's something much bigger than any of us
here.
A lot of people in our industry haven't had very diverse
experiences. So they don't have enough dots to
connect, and they end up with very linear solutions
without a broad perspective on the problem. The
broader one's understanding of the human experience,
the better design we will have
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.
I think we're having fun. I think our customers really
like our products. And we're always trying to do better.
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