A Brand Is Simply Trust.

Reed College At That Time Offered Perhaps The Best Calligraphy Instruction In The Country.... I Decided To Take A Calligraphy Class To Learn How To Do This.... It Was Beautiful, Historical, Artistically Subtle In A Way That Science Can't Capture, And I Found It Fascinating. None Of This Had Even A Hope Of Any Practical Application In My Life. But Ten Years Later, When We Were Designing The First Macintosh Computer, It All Came Back To Me.

When We Hire Someone, Even If They Are Going To Be In Marketing, I Will Have Them Talk To The Design Folks And The Engineers.

The Seven-inch Tablets Are Tweeners: Too Big To Compete With A Smartphone, And Too Small To Compete With An Ipad.

If Macintosh Hadn't Been Successful, Then I Should Have Just Thrown In The Towel, Because My Vision Of The Whole Industry Would Have Been Totally Wrong.

I Sat In A Garage And Invented The Future.