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Our goal is to desperately make the best products we can. We're not naive. We trust that if we're successful and we make good products, that people will like them. And we trust that if people like them, they'll buy them. And we figured out the operation and we're effective. We know what we're doing, so we'll make money, but it's a consequence.

If you make a really good product that people want and are willing to pay for, money will come.

Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's the truth. Our goal, and what gets us excited, is to try to make great products.

If I make a good product and deliver value to users and to the world, the financial gains will come.

Wealth won't give you satisfaction; creating a good product that's well received by users is what matters most.

Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.

The problem with entrepreneurship is we are often working really hard producing high quality products that no-one wants. The creation of stuff is not valued.

How do you know what people value? Well, you watch what they buy. How do we know what products to create? Well, it's based on what they value.

Most marketers think there's a concept called a product life cycle. Once you realize that the world is organized by jobs that need to be done, you understand that product life cycles don't exist.

Entrepreneurs always begin the journey believing that they have the next big idea. They dream of the fame and fortune that awaits them if only they had the funding to pursue it. But the reality is that as the product is built and shared with customers, flaws in their concept are discovered that - if not overcome - will kill the business.