“You are more powerful than you think.”

We’re very simple people at Apple. We focus on making the world’s best products and enriching people’s lives.

Companies that get confused, that think their goal is revenue or stock price or something. You have to focus on the things that lead to those.

No one should have a key that turns a billion locks. It shouldn’t exist.

Life is fragile. We’re not guaranteed a tomorrow so give it everything you’ve got.

Our new watches are made entirely of double super gold. They are just a piece of gold that you can wear to the left, right, or directly on top of the other gold you own.

Price is rarely the most important thing. A cheap product might sell some units.

Creativity and innovation are something you can’t flowchart out. Some things you can, and we do, and we’re very disciplined in those areas. But creativity isn’t one of those.

I learned that focus is key. Not just in your running a company, but in your personal life as well.

What makes Siri cool is she has a personality.

And that’s what everyone at Apple is focused on – pushing forward and creating the future.

The longer the meeting, the less is accomplished.

We say no to great ideas in order to keep the amount of things we focus on very small in number so that we can put enormous energy behind the ones we do choose…..It’s not just saying yes to the right products, it’s saying no to many products that are good ideas, but just not nearly as good as the other ones.

Without encryption, you and I wouldn’t be able to do our banking online.

We’re talking about a world where the PC is no longer the center, but just a devicewhere your new devices need to be more portable, more personal.

We do a lot of things for reasons besides profit motive. We want to leave the world better than we found it.

The largest lesson I learned from Steve was that the joy in life is in the journey, and I saw him live this every day.

It’s only pain, it will not hurt you.

Satire is, more than those he brands, to blame; He hides behind a magisterial air He own offences, and strips others’ bare.

I want to humbly suggest that you be the guardians of a more complicated truth: that the means are as important-and sometimes even more important-than the ends.

The more you understand how your salvation isn’t about your behavior, the more radically your behavior will change.

Hip-hop is making a lot of noise. It should get some more spotlight.

There is no more lively sensation than that of pain; its impressions are certain and dependable, they never deceive as may those of the pleasure women perpetually feign and almost never experience.

l know war as few other men now living know it, and nothing to me is more revolting. I have long advocated its complete abolition as its very destructiveness on both friend and foe has rendered it useless as a means of settling international disputes.

Racism is not merely a simplistic hatred. It is, more often, broad sympathy toward some and broader skepticism toward others.