In the competition between PCs and Macs, we outsell Apple 30-to-1. But there is no doubt that Apple is thriving. Why? Because they are good at providing an experience that is narrow but complete, while our commitment to choice often comes with some compromises to the end-to-end experience.

Innovation 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.

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

Before throwing spending money at '2.0' features, make sure that you have all the '1.0' requirements working to perfection.

Perfection is achieved, not when there is nothing left to add, but when there is nothing left to remove.