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Apple has beautiful design, beautiful product, incredibly functional. But mostly, it's about picking product, getting behind it, marketing it, and introducing it to a customer. What they've done just inspires me.

Apple has great marketing, among the best PR and marketing in the world.

The reason Apple is really good, I think, and the reason their stores succeeded, is not just 'cause we know the big idea, but we have a real passion for the littlest detail. It's legendary in our products.

Apple has hundreds of stores around the world that are beautiful, and they have a distribution system and a staff of 40 or 50 people that will help you.

You need to look no further than Apple's iPhone to see how fast brilliantly written software presented on a beautifully designed device with a spectacular user interface will throw all the accepted notions about pricing, billing platforms and brand loyalty right out the window.

The distributor used to get 10, 12, 14 percent in most cases, but the App Store or Steam - they're taking 30 points. So clearly, they're viewing what they bring to the table in the digital environment to be more valuable than distribution.

Apple doesn't need to maximize book sales. It simply needs to keep publishers happy enough to maintain an impressive-sounding inventory of titles while waiting for entirely new forms of publishing to develop.

People may be prepared to buy services from Apple and Amazon if they feel these companies do a good job, but we need to ensure that we can speak up when our content is used by other people for their profit. An activist amateur culture will constantly challenge and say, 'This is mine, you're not doing that with it.'

Truth is, people like buying things for $0.99 and $1.99 for their digital devices. We know that from iTunes. We know that from the app store, and now we know that from publishing.

The reality is, is that we love competition, at Apple. We think it makes us all better. But we want people to invent their own stuff.