
What We Want To Do Is Make A Leapfrog Product That Is Way Smarter Than Any Mobile Device Has Ever Been, And Super-easy To Use. This Is What Iphone Is. Ok? So, We're Going To Reinvent The Phone.
We Don't Get A Chance To Do That Many Things, And Every One Should Be Really Excellent. Because This Is Our Life. Life Is Brief, And Then You Die, You Know? So This Is What We've Chosen To Do With Our Life.
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.
It Takes These Very Simple-minded Instructions - 'Go Fetch A Number, Add It To This Number, Put The Result There, Perceive If It's Greater Than This Other Number' - But Executes Them At A Rate Of, Let's Say, 1,000,000 Per Second. At 1,000,000 Per Second, The Results Appear To Be Magic.
These Technologies Can Make Life Easier, Can Let Us Touch People We Might Not Otherwise. You May Have A Child With A Birth Defect And Be Able To Get In Touch With Other Parents And Support Groups, Get Medical Information, The Latest Experimental Drugs. These Things Can Profoundly Influence Life. I'm Not Downplaying That.
You Can't Just Ask Customers What They Want And Then Try To Give That To Them. By The Time You Get It Built, They'll Want Something New.
Be A Yardstick Of Quality. Some People Aren't Used To An Environment Where Excellence Is Expected.
Now, We Are Selling Over 5 Million Songs A Day Now. Isn't That Unbelievable? That's 58 Songs Every Second Of Every Minute Of Every Hour Of Every Day.
You Know, My Main Reaction To This Money Thing Is That It's Humorous, All The Attention To It, Because It's Hardly The Most Insightful Or Valuable Thing That's Happened To Me.
We're Just Enthusiastic About What We Do.
Woz Is Living His Own Life Now. He Hasn't Been Around Apple For About Five Years. But What He Did Will Go Down In History.
You'll See More And More Perfection Of That - Computer As Servant. But The Next Thing Is Going To Be Computer As A Guide Or Agent.
I'm Very Excited About Having The Internet In My Den.
Each Year Has Been So Robust With Problems And Successes And Learning Experiences And Human Experienes That A Year Is A Lifetime At Apple. So This Has Been Ten Lifetimes.
When You're A Carpenter Making A Beautiful Chest Of Drawers, You're Not Going To Use A Piece Of Plywood On The Back, Even Though It Faces The Wall And Nobody Will Ever See It. You'll Know It's There, So You're Going To Use A Beautiful Piece Of Wood On The Back.
It's Not A Faith In Technology. It's Faith In People.
The Design Of The Mac Wasn't What It Looked Like, Although That Was Part Of It. Primarily, It Was How It Worked. To Design Something Really Well, You Have To Get It. You Have To Really Grok What It's All About. It Takes A Passionate Commitment To Really Thoroughly Understand Something, Chew It Up, Not Just Quickly Swallow It.
It's Not About Charisma And Personality, It's About Results And Products And Those Very Bedrock Things That Are Why People At Apple And Outside Of Apple Are Getting More Excited About The Company And What Apple Stands For And What Its Potential Is To Contribute To The Industry.
We Hire People Who Want To Make The Best Things In The World.
It's Hard To Tell With These Internet Startups If They're Really Interested In Building Companies Or If They're Just Interested In The Money. I Can Tell You, Though: If They Don't Really Want To Build A Company, They Won't Luck Into It. That's Because It's So Hard That If You Don't Have A Passion, You'll Give Up.