The older I get, the more I see how much motivations matter. The Zune was crappy because the people at Microsoft don’t really love music or art the way we do. We won because we personally love music. We made the iPod for ourselves, and when you’re doing something for yourself, or your best friend or family, you’re not going to cheese out. If you do

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The question we asked was, “Our customers want to know: Who is Apple, and what is it that we stand for? Where do we fit in this world?"

And what we're about isn't making boxes for people to get their jobs done, although we do that well. We do that better than almost anybody, in some cases.

But Apple is about something more than that. Apple, at t

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I watched people at Apple who made a lot of money and felt they had to live differently. Some of them bought a Rolls-Royce and various houses, each with a house manager and then someone to manage the house managers. Their wives got plastic surgery and turned into these bizarre people. This was not how I wanted to live. It’s crazy. I made a promise ... See more