Simplicity is the ultimate sophistication.– Leonardo da Vinci quote, repurposed by Regis McKenna for Apple II brochure

You can either surf the front edge of the wave or you can dog-paddle behind it. Come down here and make a dent in the universe. – Steve Jobs to Bill Atkinson while trying to recruit him

The best way to predict the future is to invent it. – Alan Kay, PARC researcher who later joined Apple

People who are serious about software should make their own hardware. – Alan Kay

We want to make a computer that is the first ‘telephone’ of the industry. But the neatest thing about it to me is, the same as the telephone to the telegraph, Macintosh lets you sing. – Steve Jobs

Real artists ship. – Steve Jobs

On January 24th, Apple Computer will introduce the Macintosh. And you’ll see why 1984 won’t be like ‘1984.’– Apple’s Super Bowl commercial announcing the Macintosh

Well, Steve, I think there’s more than one way of looking at it. It’s like we both had this rich neighbor named Xerox, and I broke into his house to steal the TV and found out you’d already stolen it. – Bill Gates, when confronted by Jobs about Windows copying the Mac

People do judge a book by its cover. Even the best products, presented poorly, will be seen as poor. Present them in a creative, professional manner, and you impute quality. – Mike Markkula in his one-page document “The Apple Marketing Philosophy”

It’s better to be a pirate than join the navy. – Steve Jobs

An ‘A-player’ isn’t just 10% or 20% better than an average worker, but 25 to 50 times better. I’d rather have a tiny team of 'A-players' than a giant army of 'B' and 'C' players.– Steve Jobs

The journey is the reward. – Steve Jobs

Do you want to sell sugared water for the rest of your life, or do you want to come with me and change the world?– Steve Jobs to John Sculley while trying to recruit him from PepsiCo

Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.– Text of Apple’s “Think Different” commercial, partly crafted by Steve Jobs           

Today, we’re introducing a quantum leap in listening to music. You can carry your entire music library with you. But the most mind-blowing thing about iPod is that it holds a thousand songs, and it fits right in your pocket. –Steve Jobs, introducing the iPod

We’re doing this because we love music. We’ve always loved music. It’s part of Apple's DNA. It’s the most popular art form in the world, and it’s a huge part of our lives.– Steve Jobs, introducing the iTunes Music Store

And finally, it’s stealing. It’s not cool to steal. And it’s best not to mess with karma. – Steve Jobs’s closing argument for buying music from the iTunes Music Store and not downloading it illegally

You can't connect the dots looking forward; you can only connect them looking backward. So you have to trust that the dots will somehow connect in your future. – Steve Jobs, during his 2005 Stanford commencement address

I look in the mirror every morning and ask myself: ‘If today were the last day of my life, would I want to do what I am about to do today?' And whenever the answer is 'No' for too many days in a row, I know I need to change something.– Steve Jobs, during his 2005 Stanford commencement address

Stay hungry. Stay foolish. – Steve Jobs closing message in his 2005 Stanford commencement address

Today, Apple is introducing three revolutionary products. A widescreen iPod with touch controls. A revolutionary mobile phone. And a breakthrough internet device... These are not three separate devices. This is one device. And we are calling it... iPhone.– Steve Jobs, introducing the iPhone

When you get it fundamentally right the first time, the design endures. That’s what makes a classic device. – Tony Fadell (one of the iPhone team members) on the original iPhone

Technology alone is not enough. It’s technology married with the humanities that makes our hearts sing. – Steve Jobs

There’s lots of ways to be, as a person. And some people express their deep appreciation in different ways. But one of the ways that I believe people express their appreciation to the rest of humanity is to make something wonderful and put it out there.– Steve Jobs

You never meet the people. You never shake their hands. You never hear their story or tell yours. But somehow, in the act of making something with a great deal of care and love, something’s transmitted there… So we need to be true to who we are and remember what’s really important to us.– Steve Jobs

I’d like to believe something survives after you die... that your consciousness endures. It would be strange if you accumulate all this wisdom and then it just goes away, like an on-off switch. Click! And you’re gone. – Steve Jobs

I think most creative people want to express appreciation for being able to take advantage of the work that’s been done by others before us. I didn’t invent the language or mathematics I use. I make little of my own food, none of my own clothes. Everything I do depends on other members of my species and the shoulders that we stand on. And a lot of us want to contribute something back to our species and to add something to the flow. – Steve Jobs reflecting on his legacy to his biographer Walter Isaacson, echoing the words he wrote in an email to himself a year before his death