"Going to bed at night saying we've done something wonderful… that's what matters to me." - Steve Jobs (1993)

"You've got to start with the customer experience and work backwards to the technology. You can't start with the technology and try to figure out where you're going to try to sell it." - Steve Jobs (1997)

"Apple's goal is not to make money, but to make good products… Our goal and what makes us excited is to make great products. If we are successful people will like them and if we are operationally competent, we will make money." - Jony Ive (2012)