I hope not too much on them. Well, really, we have to concentrate on the grim emergencies, and when we have solved them, we shall be in a position to deal with the future of the world in a manner to give the best results, and the most lasting results, for the common peoples of all the lands. But one has only a certain amount of life and strength, and only so many hours in the day, and other emergencies press upon us too much to be drawn into those very, very complicated, tangled, and not in all cases attractive jungles.

No alcohol, sex or drugs while you are working. […] No going to London. […] No going anywhere else either.

I’ve turned down opportunities constantly. I turn down invitations to do things for money. I have almost no interest in making money.

And that’s what’s given us the ability to say no. It’s one of the most important things at the end of the day, being able to say no to an investment. Even if you’ve done a lot of work, work will never hurt you.

I don’t think I’ve ever worked so hard on something, but working on Macintosh was the neatest experience of my life. Almost everyone who worked on it will say that. None of us wanted to release it at the end. It was as though we knew that once it was out of our hands, it wouldn’t be ours anymore.

No. We have a lot of customers, and we have a lot of research into our installed base. We also watch industry trends pretty carefully. But in the end, for something this complicated, 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.

When you’re a carpenter making a beautiful chest of drawers, you’re not going to use a piece of plywood on the back, even though it faces the wall and nobody will ever see it. You’ll know it’s there, so you’re going to use a beautiful piece of wood on the back. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.

My job is to not be easy on people. My job is to make them better. My job is to pull things together from different parts of the company and clear the ways and get the resources for the key projects. And to take these great people we have and to push them and make them even better, coming up with more aggressive visions of how it could be.

The things I'm most proud about at Apple is where the technical and the humanistic came together, as it did in publishing for example. The Macintosh basically revolutionized publishing and printing. The typographic artistry coupled with the technical understanding and excellence to implement that electronically--those two things came together and empowered people to use the computer without having to understand arcane computer commands. It was the combination of those two things that I'm the most proud of.

I think the work speaks for itself. I don't think that people have special responsibilities just because they've done something that other people like or don't like. I think the work speaks for itself. I think people could choose to do things if they want to but we're all going to be dead soon, that's my point of view. Somebody once told me, they said "Live each day as if it would be your last and one day you'll certainly be right." I do that. You never know when you're going to go but you are going to go pretty soon. If you're going to leave anything behind its going to be your kids, a few friends and your work. So that's what I tend to worry about.