In Many Cases, Jobs That Used To

Marketing Is Really Theater. It's Like Staging A Performance.

The Ipod Is A Perfect Example Of Steve's [jobs] Methodology Of Starting With The User And Looking At The Entire End-to-end System.

The Characteristics That I Look For When I'm Looking For Really Good Entrepreneurs To Lead Companies Are You Have To Have An Inquiring Mind, You Have To Say There Must Be A Better Way To Do Things, And Now With Technology At A Point Where Everything Is Possible, How Do We Turn The Possible Into The Probable? And It All Starts With A Passion To Do Something Really Well, To Solve A Problem In A Way That's Never Been Solved Before, And To Have Just An Incredible Work Ethic, To Be Persistent.

The Real Challenge Is Not To Get People To Remember More, But To Get Them To Understand Better. We're Just Now Beginning To Be Able To Show What We Can Implement With Technological Tools. I Think Our Interest At Apple Is To Be The Provider Of The Instruments That Will Help Educators And Students Create And Entirely New Kind Of Learning Than What We Have Now.

The Boards Had To Be Beautiful In Steve [jobs]'s Eyes When You Looked At Them, Even Though When He Created The Macintosh He Made It Impossible For A Consumer To Get In The Box, Because He Didn't Want People Tampering With Anything.