On marketing philosophy:
The original Apple marketing philosophy stressed three points:
1. Empathy – an intimate connection with the feelings of the customer.
2. Focus – deciding what not to do is as important as deciding what to do.
3. Imputing – deliberately engineering desired signals, based on the understanding that people form an opinion about a company or product based on the signals it conveys.
Nobody is eager for a lecture, but everybody loves a story.
A great company must be able to impute its values from the first impression it makes – “When you open the box of an iPhone or iPad, we want that tactile experience to set the tone for how you perceive the product.”
People really do judge a book by its cover.
On market research:
The best way to predict the future is to invent it.
People don’t know what they want until you show it to them. Our job is to figure out what they’re going to want before they do.
“Simplicity is the ultimate sophistication.”
“I love it when you can bring really great design and simple capability to something that doesn’t cost much.”
“Picasso had a saying—‘good artists copy, great artists steal’—and we have always been shameless about stealing great ideas.”
If you don’t cannibalize yourself, someone else will.
The people who are crazy enough to think they can change the world are the ones who do.
Pretend to be completely in control and people will assume that you are.
Intuition is a very powerful thing, more powerful than intellect.
Stay Hungry. Stay Foolish.
The empowering aspect of naïveté: “Because I didn’t know it couldn’t be done, I was enabled to do it.”
Train your judgment by always forming a clear opinion: “He’s not making art, he’s making shit.”
On building a team:
When you have really good people you don’t have to baby them. By expecting them to do great things, you can get them to do great things.
A-plus players like to work together, and they don’t like it if you tolerate B work.
The primary test for recruiting people is making sure they have a passion for the product – “If you don’t love something, you’re not going to go the extra mile, work the extra weekend, challenge the status quo as much.”
“The goal was to get people who were creative, wickedly smart, and slightly rebellious.”
You need to have a collaborative hiring process.
In the first 30 years of your life, you make your habits. For the last 30 years of your life, your habits make you.
Creativity comes from spontaneous meetings, from random discussions.
Producing technology requires intuition and creativity, and producing something artistic takes real discipline.