Steve Jobs

Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.

Steve Jobs

Your time is limited, so don’t waste it living someone else’s life.

Steve Jobs

Don’t be trapped by dogma – which is living with the results of other people’s thinking.

Steve Jobs

Don’t let the noise of others’ opinions drown out your own inner voice.

Steve Jobs

My job is to make the whole executive team good enough to be successors, so that’s what I try to do.

Steve Jobs

And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.

Steve Jobs

Older people sit down at a computer and ask, ‘What is it?’ But the child asks, “What can I do with it?”

Steve Jobs

This revolution, the information revolution, is a revolution of free energy as well, but of another kind: free intellectual energy.

Steve Jobs

But good PR educates people. That’s all it is. You can’t con people in this business. The products speak for themselves.

Steve Jobs

The Web is not going to change the world, certainly not in the next 10 years. It’s going to augment the world. And once you’re in this Web-augmented space, you’re going to see that democratization takes place.

Steve Jobs

The people who built Silicon Valley were engineers. They learned business, they learned a lot of different things, but they had a real belief that humans, if they worked hard with other creative, smart people, could solve most of humankind’s problems. I believe that very much.

Steve Jobs

It’s in Apple’s DNA that technology alone is not enough – it’s technology married with liberal arts, married with the humanities, that yields us the result that makes our heart sing, and nowhere is that more true than in these post-PC devices.

Steve Jobs

There’s an old Wayne Gretzky quote that I love: “I skate to where the puck is going to be, not where it has been.” And we’ve always tried to do that at Apple. Since the very, very beginning. And we always will.

Steve Jobs

We’ve had one of these before, when the dot-com bubble burst. What I told our company was that we were just going to invest our way through the downturn, that we weren’t going to lay off people, that we’d taken a tremendous amount of effort to get them into Apple in the first place — the last thing we were going to do is lay them off.

Steve Jobs

The reports of my death are greatly exaggerated.

Steve Jobs i ett publikt framträdande 2008

If you don´´t love it you´´re going to fail.

Steve Jobs

You need a lot of passion for what you’re doing because its so hard. Without passion, any rational person would give up.
So if youre not having fun doing it, if you dont absolutely love it, youre going to give up.

Steve Jobs

Good artists copy; great artists steal.

Steve Jobs

Stay hungry, stay foolish.

Steve Jobs

I’m convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance.

Steve Jobs

A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets.

Steve Jobs

The minute I dropped out of college I could stop taking the required classes that didn’t interest me, and begin dropping in on the ones that looked interesting.

Steve Jobs

I didn’t see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.

Steve Jobs

Much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on.

Steve Jobs

I was lucky — I found what I loved to do early in life.

Steve Jobs

Woz and I started Apple in my parents’ garage when I was 20. We worked hard, and in 10 years Apple had grown from just the two of us in a garage into a $2 billion company with over 4,000 employees.

Steve Jobs

You’ve got to find what you love. And that is as true for your work as it is for your lovers.

Steve Jobs

Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.

Steve Jobs

For the past 33 years, I have looked in the mirror every morning and asked 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 has been ‘No’ for too many days in a row, I know I need to change something.

Steve Jobs

Apple’s goal isn’t to make money. Our goal is to design and develop and bring to market good products… We trust as a consequence of that, people will like them, and as another consequence, we’ll make some money. But we’re really clear about what our goals are.

Steve Jobs

We did not enter the search business. Google entered the phone business. Make no mistake they want to kill the iPhone. We won’t let them.

Steve Jobs

I thought deeply about this. I ended up concluding that the worst thing that could possibly happen as we get big and as we get a little more influence in the world is if we change our core values and start letting it slide, I can’t do that. I’d rather quit.

Steve Jobs

I want to put a ding in the universe.

Steve Jobs

I’ve always wanted to own and control the primary technology in everything we do.

Steve Jobs

Design is not just what it looks like and feels like, design is how it works.

Steve Jobs

You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.

Steve Jobs

Why join the navy if you can be a pirate?

Steve Jobs

Be a yardstick of quality, some people aren’t used to an environment where excellence is expected.

Steve Jobs

Innovation distinguishes between a leader and a follower.

Steve Jobs

Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.

Steve Jobs

I’m the only person I know that’s lost a quarter of a billion dollars in one year…. It’s very character-building.

Steve Jobs

I’m as proud of what we don’t do as I am of what we do.

Steve Jobs

Quality is more important than quantity. One home run is much better than two doubles.

Steve Jobs

It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.

Steve Jobs

Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It’s not about money. It’s about the people you have, how you’re led, and how much you get it.

Steve Jobs

Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?

Steve Jobs (säljer in VD-jobb till John Sculley Pepsi)

Being the richest man in the cemetery doesn’t matter to me… Going to bed at night saying we’ve done something wonderful… that’s what matters to me.

Steve Jobs

I was worth over $1 million when I was 23, and over $10 million when I was 24, and over $100 million when I was 25, and it wasn’t that important because I never did it for the money.

Steve Jobs

My job is not to be easy on people. My job is to make them better.

Steve Jobs

People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully.

Steve Jobs

I mean, some people say, “Oh, God, if Steve Jobs got run over by a bus, Apple would be in trouble.” And, you know, I think it wouldn’t be a party, but there are really capable people at Apple.

Steve Jobs

If, for some reason, we make some big mistake and IBM wins, my personal feeling is that we are going to enter a computer Dark Ages for about twenty years.

Steve Jobs

You‘ve got to start with the customer experience and work back toward the technology – not the other way around.

Steve Jobs

We’re gambling on our vision, and we would rather do that than make “me too” products. Let some other companies do that. For us, it’s always the next dream.

Steve Jobs

It is hard to think that a $2 billion company with 4,300-plus people couldn’t compete with six people in blue jeans.

Jobs angående stämning när han lämnade Applr för NeXT

Real artists ship.

Jobs ordspråk angående viktev av att uträtta och leverera 

What a computer is to me is the most remarkable tool that we have ever come up with. It’s the equivalent of a bicycle for our minds.

Steve Jobs

Unfortunately, people are not rebelling against Microsoft. They don’t know any better.

Steve Jobs

John Sculley ruined Apple and he ruined it by bringing a set of values to the top of Apple which were corrupt and corrupted some of the top people who were there, drove out some of the ones who were not corruptible, and brought in more corrupt ones and paid themselves collectively tens of millions of dollars and cared more about their own glory and wealth than they did about what built Apple in the first place — which was making great computers for people to use. 

Steve Jobs

You know, I’ve got a plan that could rescue Apple. I can’t say any more than that it’s the perfect product and the perfect strategy for Apple. But nobody there will listen to me.

Jobs i intervju 1995 innan iphone, ipod och ipad

The desktop computer industry is dead. Innovation has virtually ceased. Microsoft dominates with very little innovation. That’s over. Apple lost. The desktop market has entered the dark ages, and it’s going to be in the dark ages for the next 10 years, or certainly for the rest of this decade.

intervju 1996

When you’re young, you look at television and think, There’s a conspiracy. The networks have conspired to dumb us down. But when you get a little older, you realize that’s not true. The networks are in business to give people exactly what they want. That’s a far more depressing thought. Conspiracy is optimistic! You can shoot the bastards! We can have a revolution! But the networks are really in business to give people what they want. It’s the truth.

If I were running Apple, I would milk the Macintosh for all it’s worth — and get busy on the next great thing. The PC wars are over. Done. Microsoft won a long time ago.

Steve Jobs i intervju 1996

The only problem with Microsoft is they just have no taste. They have absolutely no taste. And I don’t mean that in a small way, I mean that in a big way, in the sense that they don’t think of original ideas, and they don’t bring much culture into their products.

Steve Jobs i intervju 1996

I am saddened, not by Microsoft’s success — I have no problem with their success. They’ve earned their success, for the most part. I have a problem with the fact that they just make really third-rate products.

Steve Jobs i intervju 1996

We have always been shameless about stealing great ideas.

Steve Jobs i intervju 1996

I wish him the best, I really do. I just think he and Microsoft are a bit narrow. He’d be a broader guy if he had dropped acid once or gone off to an ashram when he was younger.

Steve Jobs om Bill Gates

The products suck! There’s no sex in them anymore!

Steve Jobs om Apples produkter året innan han gjorde återintåg i bolaget

Apple has some tremendous assets, but I believe without some attention, the company could, could, could — I’m searching for the right word — could, could die.

Steve Jobs i samband mde sitt återinträde i Apple 1997

Nobody has tried to swallow us since I’ve been here. I think they are afraid how we would taste.

Steve Jobs under Apples styrelsemöte 1998

I think Pixar has the opportunity to be the next Disney — not replace Disney — but be the next Disney.

Steve Jobs i intervju 1998

We made the buttons on the screen look so good you’ll want to lick them.

Steve Jobs angående Mac OS användargränssnitt

I would trade all of my technology for an afternoon with Socrates

Steve Jobs

It will go down in history as a turning point for the music industry. This is landmark stuff. I can’t overestimate it!

Steve Jobs angående ipod och itunes store

We don’t believe it’s possible to protect digital content … What’s new is this amazingly efficient distribution system for stolen property called the Internet — and no one’s gonna shut down the Internet. And it only takes one stolen copy to be on the Internet. And the way we expressed it to them is: Pick one lock — open every door. It only takes one person to pick a lock. Worst case: Somebody just takes the analog outputs of their CD player and rerecords it — puts it on the Internet. You’ll never stop that. So what you have to do is compete with it.

Steve Jobs

We think basically you watch television to turn your brain off, and you work on your computer when you want to turn your brain on.

Steve Jobs

The cure for Apple is not cost-cutting. The cure for Apple is to innovate its way out of its current predicament.

intervju 2004

It wasn’t that Microsoft was so brilliant or clever in copying the Mac, it’s that the Mac was a sitting duck for 10 years. That’s Apple’s problem: Their differentiation evaporated.

Steve Jobs i intervju 2004

I get asked a lot why Apple’s customers are so loyal. It’s not because they belong to the Church of Mac! That’s ridiculous.

The system is that there is no system. That doesn’t mean we don’t have process. Apple is a very disciplined company, and we have great processes. But that’s not what it’s about. Process makes you more efficient.
But innovation comes from people meeting up in the hallways or calling each other at 10:30 at night with a new idea, or because they realized something that shoots holes in how we’ve been thinking about a problem. It’s ad hoc meetings of six people called by someone who thinks he has figured out the coolest new thing ever and who wants to know what other people think of his idea.
And it comes from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much. We’re always thinking about new markets we could enter, but it’s only by saying no that you can concentrate on the things that are really important.

Steve Jobs

Pixar is the most technically advanced creative company; Apple is the most creatively advanced technical company.

Steve Jobs i intervju 2005

They are shamelessly copying us.

Steve Jobs angående Microsoft i intervju 2005

Because I’m the CEO, and I think it can be done.

Steve Jobs svarar på frågan varför han insisterade att iMac skulle skapas trots att hans utvecklare sa att det var omöjligt  

I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long. Just figure out what’s next.

Steve Jobs

And one more thing…

Steve Jobs favoritfras vid produktlanseringar

Our friends up north spend over five billion dollars on research and development and all they seem to do is copy Google and Apple.

Steve Jobs angående Microsoft 2006

Look at the design of a lot of consumer products — they’re really complicated surfaces. We tried to make something much more holistic and simple. When you first start off trying to solve a problem, the first solutions you come up with are very complex, and most people stop there. But if you keep going, and live with the problem and peel more layers of the onion off, you can often times arrive at some very elegant and simple solutions. Most people just don’t put in the time or energy to get there. We believe that customers are smart, and want objects which are well thought through.

Steve Jobs Angående iPods design 2006

Every once in a while a revolutionary product comes along that changes everything. It’s very fortunate if you can work on just one of these in your career. … Apple’s been very fortunate in that it’s introduced a few of these.

Steve Jobs i samband med lanseringen av iphone 2007

I make 50 cents for showing up … and the other 50 cents is based on my performance.

Steve Jobs angående hans dåvarande årslön på 1 dollar

I wish developing great products was as easy as writing a check. If that was the case, Microsoft would have great products.

Steve Jobs

OH WOW. OH WOW. OH WOW.

Steve Jobs sista ord omgiven av sin syster, sina barn, och sin livspartner. Steve Jobs avled i sitt hem den 5:e oktober 2011. RIP.