This is the direct result of our focus on innovation and the immense talent and creativity at Apple. We could not be more excited about the new products we're working on for 2006.

That same innovation, that same engineering, that same talent applied where we don't run up against the fact that Microsoft got this monopoly, and boom! We have 75 per cent market share,

All quotes matching Most people make the mistake of thinking design is what it looks like. People think it’s this veneer — that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.

Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while.

Focusing is about saying No.

Innovation distinguishes between a leader and a follower.