Steve Jobs Quotes

Ever since Apple's first brochure proclaimed "Simplicity is the ultimate sophistication," Jobs had aimed for the simplicity that comes from conquering complexities, not ignoring them. "It takes a lot of hard word," he said, "to make something simple, to truly understand the underlying challenges and come up with elegant solutions.

Everything around you that you call life was made up by people, and you can change it.

Early on, Mike Markkula had taught Jobs to "impute" - to understand that people do judge a book by its cover - and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it's an iPod Mini, or a MacBook Pro, Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion. "Steve and I spend a lot of time on the packaging," said Ive. "I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.

Think different does not mean to think out of the box. It means to question what the significance of a box is?

That’s been one of my mantras — focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains. [BusinessWeek, May 25 1998]

Entrepreneur, take a bite out of Apple's innovation so in turn you can bear fruits of creativity.

I'd been rejected, but I was still in love, so I decided to start over.

Asked about the fact that Apple's iTunes software for Windows computers was extremely popular, Jobs joked, 'It's like giving a glass of ice water to somebody in hell.