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The wonderful thing about Apple technology is just how intuitive it is.

We're very simple people at Apple. We focus on making the world's best products and enriching people's lives.

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.

The computer seems easy because Apple makes the products so easy to use at home. It's the simple things, like getting the TV set up or getting the speakers to work. That drives me crazy.

The Apple has the fewest bells and whistles. It has simple sound and few graphics special effects. In a way, that is a weakness because markets for the other machines are getting bigger.

It's really hard to compete with Apple on pure coolness, and if you do, you're probably going to use some of the things they pioneered.

Here's the thing about Apple technology: once you own a piece, you want to use it.

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.

The Apple II was not designed like an ordinary product. It used crazy tricks everywhere.

Apple makes beautiful products. I own a Mac Pro, a Mac Book, a Mac Mini, an iPad, an iPhone, pretty much the entire collection.