Remembering that I’ll be dead soon is the most important tool I’ve ever encountered to help me make the big choices in life.Almost everything–all external expectations, all pride, all fear of embarrassment or failure–these things...

This decision is consistent with our strategy to focus all of our software development resources on extending the Macintosh operating system.

If today were the last day of my life, would I want to do what I am about to do today?

So today for the first time, I can confirm the rumors that every release of Mac OS X has been compiled for both PowerPC and Intel. This has been going on for the last five...

Our results this quarter reflect the outstanding performance of ‘Monsters, Inc.,’ … Which is poised to continue with its domestic home video release next month, and earnings from our growing film library, which continues to...

You’ve probably heard about this.

We think this is a real breakthrough. It’s never before been done, where you can buy hit prime-time TV shows the day after they’re broadcast.

It places value on experience versus intellectual understanding. I saw a lot of people contemplating things but it didn’t seem to lead to too many places. I got very interested in people who had discovered...

Why join the navy if you can be a pirate?

X factor.

[We want to] get new products out there and have new ways to buy them. I think if we manage the top line, the bottom line will follow. I don’t know what the future will...

We would love to sell them even cheaper, if you guys could help get the euro up a bit,

I’m just amazed by this.

You’ve given us the time to get this turned around and get the volumes back up, and we deeply appreciate it,

Sometimes life hits with a brick in the head, don’t lose hope”.-Steve Jobs.

If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it. And, like any great relationship, it just gets better and better as...

You can now get a Mercedes or BMW for the price of a Taurus,

You’ve got to find what you love.Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work....

Customers think the price is really good where it is. We’re trying to compete with piracy we’re trying to pull people away from piracy and say, ‘You can buy these songs legally for a fair...

Our computer is more beautiful than the other guy’s computer,

We are in deep discussions with Disney and I can’t comment on them,

We’ve got a lot of Japanese content on the store and we’ll be adding even more as the months go on, … We think it’s going to set the standard for online music pricing in...

Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose.

I’d been rejected, but I was still in love, so I decided to start over.

.. almost everything ”» all external expectations, all pride, all fear of embarrassment or failure – these things just fall away in the face of death, leaving only what is truly important. Remembering that you...

Demand for iMac exceeded our most optimistic forecasts.

It’s not a secret we’ve been trying to shoehorn a G5 [processor] into a notebook, and have been unable to do so because of its power consumption.

We’ve talked to many of these studios and we know we can get the deal we want,

We’re thrilled to have concluded the best year in Apple’s history. This is the direct result of our focus on innovation and the immense talent and creativity at Apple.

I know these guys.

I’ve never believed that they’re separate. Leonardo da Vinci was a great artist and a great scientist. Michelangelo knew a tremendous amount about how to cut stone at the quarry. The finest dozen computer scientists...

Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules… You can quote them, disagree...

.. almost everything all external expectations, all pride, all fear of embarrassment or failure – these things just fall away in the face of death, leaving only what is truly important. Remembering that you are...

Even in this extended worldwide downturn, Apple is continuing to be profitable and continuing to innovate.

It’s a stunner and yes, it does video,

We didn’t have anything to go on, … It was our first film and you know there was sort of a betting pool around here as to how well it would do, and I would...

to discover the deep sources of his character and motivation; what makes him exceptional as well as what makes him real… Where he got his unusual ideas about leadership, management and the creative process… How...

Death is the destination we all share, no one has ever escaped it. And that is as it should be because death is very likely the single best invention of life.

Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma – which is living with the results of other people’s thinking. Don’t let the noise of other’s opinions...

Focus is saying no to 1,000 good ideas.

And you guys were putting Java in light bulbs and everything else,

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.

Fit and Finish

We are delighted that Apple is delivering strong growth on every front — revenues, profits and units — and in particular that our unit growth last quarter was 2.5 times higher than the industry average,...

If they were all worked out, we’d be having a different conversation today,

Today, we are bringing it to the 20th country, which is Japan,

One more thing…

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.

I think it will be either a triumphant cap on a successful relationship with Disney or the huge beginning of a bountiful new chapter in our relationship with them,

It’s hard to say how this is all going to turn out. Clearly, a computer costs a lot more to build than a cell phone,