I decided to take a calligraphy class to learn how to [learn calligraphy]. I learned about serif and sans-serif typefaces, about varying the space between different letter combinations, about what makes great typography great. It was beautiful. Historical. Artistically subtle in a way that science can't capture. And I found it fascinating. None of this had any hope of any practical application in my life. But 10 years later, when we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would never have multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, it's likely that no personal computer would have them.

We made the buttons on the screen look so good you'll want to lick them. On Mac OS X's Aqua user interface, 2000-01-4.

It wasn't that Microsoft was so brilliant or clever in copying the Mac, it's that the Mac was a sitting duck for 10 years. That's Apple's problem: Their differentiation evaporated.

If I were running Apple, I would milk the Macintosh for all it's worth -- and get busy on the next great thing. The PC wars are over. Done. Microsoft won a long time ago. 1996-02-19

I get asked a lot why Apple's customers are so loyal. It's not because they belong to the Church of Mac! That's ridiculous.

So Mac OS X is cross-platform by design, right from the very beginning. So Mac OS X is singing on Intel processors, and I'd just like to show you right now. As a matter of fact... this system I've been using here... Let go have a look... [reveals that the system he had been using for the presentation was running Mac OS X 10.4.1 on a machine using a 3.6 GHz Pentium 4 processor] So.. we've been running on an Intel machine all morning. WWDC 2005.

Now, I have something to tell you today. Mac OS X has been leading a secret double life—for the past five years. There have been rumors to this effect... but this is Apple's campus in Cupertino—let's zoom in on it—in that building right there... we've had teams doing the "just-in-case" scenario; and our rules have been that our designs for OS X must be processor independent, and that every project must be built for both the Power PC and Intel processors. And so today for the first time, I can confirm the rumors that every release of OS X has been compiled for both Power PC and Intel—this has been going on for the last five years. Just in case. WWDC 2005.

Because I'm the CEO, and I think it can be done. On why Jobs chose to override engineers who thought the iMac wasn't feasible.