I Want To Make A Dent In

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.

This Revolution, The Information Revolution, Is A Revolution Of Free Energy As Well, But Of Another Kind: Free Intellectual Energy.

We Make Tools For People. Tools To Create, Tools To Communicate. The Age We're Living In, These Tools Surprise You. ... That's Why I Love What We Do. Because We Make These Tools, And We're Constantly Surprised With What People Do With Them.

The Seven-inch Tablets Are Tweeners: Too Big To Compete With A Smartphone, And Too Small To Compete With An Ipad.

Our Approach Is To Think Of Companies Not As Businesses But As Collections Of People. We [apple]want To Qualitatively Change The Way People Work. We Don't Just Want To Help Them Do Word Processing Faster Or Add Numbers Faster. We Want To Change The Way They Can Communicate With One Another. We're Seeing Less Paper Flying Around And More Quality Of Communication.