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

Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.
Steve Jobs

That happens more than you think, because this is not just engineering and science. There is art, too. Sometimes when you’re in the middle of one of these crises, you’re not sure you’re going to make it to the other end. But we’ve always made it, and so we have a certain degree of confidence, although sometimes you wonder. I think the key thing is that we’re not all terrified at the same time. I mean, we do put our heart and soul into these things.
Steve Jobs

SOMETIMES WRONG CHOICE LEAD YOU TO RIGHT PLACES.
Steve Jobs

It all comes down to the last person you think of at night. That’s where your heart is.

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