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Apple has always leveraged technologies that the PC industry has driven to critical mass - the bus structures, the graphics cards, the peripherals, the connection networks, things like that - so they're kind of in the PC ecosystem and kind of not.

It wasn't until the Apple Macintosh that people understood what true hardware-software integration was about. It took one company to line it up: low-cost hardware, cool graphics, third-party products built on top of it, in an all-in-one attractive package that was accessible to consumer marketing.

Apple makes great hardware. The reality is, in the OS, we see things differently.

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.

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.

Well, Apple invented the PC as we know it, and then it invented the graphical user interface as we know it eight years later (with the introduction of the Mac). But then, the company had a decade in which it took a nap.

The reason that Apple is able to create products like the iPad is because we've always tried to be at the intersection of technology and the liberal arts.

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.

Well, clearly Apple is a role model of the American innovation whereby it produced all these products - iPod, iPhone, iPad - that are really now dominating all the technology arena in the world.

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