Innovation is the distinction between a leader and a follower.

Pretty much, Apple and Dell are the only ones in this industry making money. They make it by being Wal-Mart. We make it by innovation.

Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It's not about money. It's about the people you have, how you're led, and how much you get it. 1998-11-09

Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.

The desktop computer industry is dead. Innovation has virtually ceased. Microsoft dominates with very little innovation. That's over. Apple lost. The desktop market has entered the dark ages, and it's going to be in the dark ages for the next 10 years, or certainly for the rest of this decade. February 1996.

The cure for Apple is not cost-cutting. The cure for Apple is to innovate its way out of its current predicament.