Steve Jobs: The Apple Co-Founder's Most Memorable Quotes

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Apple co-founder Steve Jobs, who died Wednesday at the age of 56, leaves behind a huge legacy on music, technology and modern culture. He also had a way with words, as evidenced by this collection of memorable quotes:

"Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma -- which is living with the results of other people's thinking. Don't let the noise of others' opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become." - commencement address at Stanford University, June 12, 2005

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"Making an insanely great product has a lot to do with the process of making the product, how you learn things and adopt new ideas and throw out old ideas." - Playboy, February 1985

"The problem is, in hardware you can't build a computer that's twice as good as anyone else's anymore. Too many people know how to do it. You're lucky if you can do one that's one-and-a-third times better or one-and-a-half times better. And then it's only six months before everybody else catches up. But you can do it in software. As a matter of fact, I think that the leap that we've made is at least five years ahead of anybody." - Rolling Stone, June 16, 1994

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"I'm convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance. It is so hard. You put so much of your life into this thing. There are such rough moments in time that I think most people give up. I don't blame them. It's really tough and it consumes your life. If you've got a family and you're in the early days of a company, I can't imagine how one could do it. I'm sure it's been done but its rough. It's pretty much an 18-hour day job, seven days a week for awhile. Unless you have a lot of passion about this, you're not going to survive." - Smithsonian Institution oral history interview, April 20, 1995

"Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works. The design of the Mac wasn't what it looked like, although that was part of it. Primarily, it was how it worked." - Wired, February 1996

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"Picasso had a saying. He said, 'Good artists copy, great artists steal. And we have always been shameless about stealing great ideas and I think part of what made the Macintosh great was that the people working on it were musicians and poets and artists and zoologists and historians who also happened to be the best computer scientists in the world." - PBS documentary "Triumph of the Nerds: The Rise of Accidental Empires," June 1996

"To me, marketing is about values. This is a very complicated world, it's a very noisy world and we're not going to get a chance to get people to remember much about us, no company is. And so we have to be really clear on what we want them to know about us. Now Apple fortunately is one of the half a dozen best brands in the whole world, right up there with Nike, Disney, Coke, Sony ... But even a great brand needs investment and caring if it's going to retain its relevance and vitality." -- Discussing the "Think Different" ad campaign, Sept. 30, 1997

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"We were very lucky -- we grew up in a generation where music was an incredibly intimate part of that generation. More intimate than it had been, and maybe more intimate than it is today, because today there's a lot of other alternatives. We didn't have video games to play. We didn't have personal computers. There's so many other things competing for kids' time now. But, nonetheless, music is really being reinvented in this digital age, and that is bringing it back into people's lives. It's a wonderful thing. And in our own small way, that's how we're working to make the world a better place." - Rolling Stone, Dec. 3, 2003

"There's a lot of smart people at the music companies. The problem is, they're not technology people. The good music companies do an amazing thing. They have people who can pick the person that's gonna be successful out of 5,000 candidates. And there's not enough information to do that - it's an intuitive process. And the best music companies know how to do that with a reasonably high success rate. I think that's a good thing. The world needs more smart editorial these days. The problem is, is that that has nothing to do with technology. And so when the Internet came along, and Napster came along, they didn't know what to make of it. A lot of these folks didn't use computers - weren't on e-mail; didn't really know what Napster was for a few years. They were pretty doggone slow to react. Matter of fact, they still haven't really reacted, in many ways. And so they're fairly vulnerable to people telling them technical solutions will work, when they won't." - Rolling Stone, Dec. 3, 2003

"The subscription model of buying music is bankrupt. I think you could make available the Second Coming in a subscription model and it might not be successful." - Rolling Stone, Dec. 3, 2003

"I don't think there's an attitude problem, there is just an experience problem -- that people from technology don't understand the creative process that these companies go through to make their products, and they don't appreciate how hard it is. And the creative companies don't appreciate how creative technology is; they think it's just something you buy. And so there is a gulf of understanding between the two of them." Wall Street Journal, June 14, 2004

"We're trying to compete with piracy. We're trying to pull people away from piracy and say, 'You can buy these songs legally for a fair price.' If the price goes up people will go back to piracy, then everybody loses. The labels make more money from selling tracks on iTunes than when they sell a CD. There are no marketing costs for them. If they want to raise the prices it just means they're getting a little greedy." Associated Press, Sept. 20, 2005

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"If the music companies are selling over 90 percent of their music DRM-free [on CDs], what benefits do they get from selling the remaining small percentage of their music encumbered with a DRM system? There appear to be none. If anything, the technical expertise and overhead required to create, operate and update a DRM system has limited the number of participants selling DRM-protected music. If such requirements were removed, the music industry might experience an influx of new companies willing to invest in innovative new stores and players. This can only be seen as a positive by the music companies." - "Thoughts on Music," Feb. 6, 2007

"I think people want to enjoy their entertainment when they want it and how they want it, on the device that they want it on. So ultimately, that's going to drive the entertainment companies into all sorts of different business models ... If you're a content company, that's a great thing - more people wanting to, you know, enjoy your content more often in more different ways, that's why you're in business. But the transitions are hard sometimes." - All Things Digital conference, May 30, 2007

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"If you look at the reason that the iPod exists, it's because these really great Japanese consumer electronics companies who kind of own the portable music market, invented it and owned it, couldn't do the appropriate software, couldn't conceive of and implement the appropriate software. Because an iPod's really just software. It's software in the iPod itself, it's software on the PC or the Mac, and it's software in the cloud for the store. And it's in a beautiful box, but it's software. If you look at what a Mac is, it's OS X, right? It's in a beautiful box, but it's OS X. And if you look at what an iPhone will hopefully be, it's software." - All Things Digital conference, May 30, 2007

"We did iTunes because we all love music. We made what we thought was the best jukebox in iTunes. Then we all wanted to carry our whole music libraries around with us. The team worked really hard. And the reason that they worked so hard is because we all wanted one. You know? I mean, the first few hundred customers were us. It's not about pop culture, and it's not about fooling people, and it's not about convincing people that they want something they don't. We figure out what we want. And I think we're pretty good at having the right discipline to think through whether a lot of other people are going to want it, too." - Fortune, March 7, 2008

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"It turns out with the iPod we kind of got out from that operating-system glass ceiling and it was great because [it showed that] Apple innovation, Apple engineering, Apple design did matter. The iPod captured 70% market share. I cannot tell you how important that was after so many years of laboring and seeing a 4% to 5% market share on the Mac. To see something like that happen with the iPod was a great shot in the arm for everybody." - Fortune, March 7, 2008

"What we have to do is figure out a way to get people to start paying for this hard-earned content. This provides us a potential opportunity to provide them even more value than just a web page and to start to charge a little bit for that. What I preach is that I don't know what's going to work, but I can tell you as one of the largest sellers of content on the Internet to date, the biggest lesson Apple's learned is: Price it aggressively and go for volume ... I think people are willing to pay for content. I believed it in music, I believe it in media and I believe it in news content." - All Things Digital conference, June 1, 2010

"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." - Wall Street Journal, May 25, 1993

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