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Apple Computers quotes
" A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets. "

Steve Jobs
" 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 going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart. "

Steve Jobs
" Be a yardstick of quality. Some people aren't used to an environment where excellence is expected. "

Steve Jobs
" Design is not just what it looks like and feels like. Design is how it works. "

Steve Jobs
" 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 with them, glorify or vilify them, but the only thing you can't do is ignore them because they change things... they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do. "

Steve Jobs
" I think we're having fun. I think our customers really like our products. And we're always trying to do better. "

Steve Jobs
" In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service. "

Steve Jobs
" Innovation distinguishes between a leader and a follower. "

Steve Jobs
" So we went to Atari and said, 'Hey, we've got this amazing thing, even built with some of your parts, and what do you think about funding us? Or we'll give it to you. We just want to do it. Pay our salary, we'll come work for you.' And they said, 'No.' So then we went to Hewlett-Packard, and they said, 'Hey, we don't need you. You haven't got through college yet.' "

Steve Jobs
" Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations. "

Steve Jobs
" The people who are doing the work are the moving force behind the Macintosh. My job is to create a space for them, to clear out the rest of the organization and keep it at bay. "

Steve Jobs
" 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. "

Steve Jobs
" 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 drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary. "

Steve Jobs
" I'm the only person I know that's lost a quarter of a billion dollars in one year.... It's very character-building. "

Steve Jobs
" I've always wanted to own and control the primary technology in everything we do. "

Steve Jobs
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