This article was taken from the July 2011 issue of Wired magazine. Be the first to read Wired's articles in print before they're posted online, and get your hands on loads of additional content by subscribing online.
1. "Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It's not about money.
It's about the people you have, how you're led, and how much you get it."
Fortune, November 9, 1998
2. "It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them."
BusinessWeek, May 25, 1998
3. "It [Apple's innovation] comes from saying no to 1,000 things in order to make sure we don't get on the wrong track or try to do too much."
BusinessWeek online, October 12, 2004
4. "Nobody has tried to swallow us since I've been here. I think they are afraid how we would taste."
Apple shareholder meeting, April 22, 1998
5. "We made the buttons on the screen look so good you'll want to lick them."
On Mac OS X's Aqua user interface, Fortune, January 24, 2000
6. "[iTunes] will go down in history as a turning point for the music industry."
Fortune, May 12, 2003
7. "I've always wanted to own and control the primary technology in everything we do."
BusinessWeek online, October 12, 2004
8. "[Android] want to kill the iPhone. We won't let them."
Apple employee Q&A, January 28, 2010
9. [On failure] "Being the richest man in the cemetery doesn't matter to me. Going to bed at night saying we've done something wonderful, that's what matters to me. Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations."
The Wall Street Journal, May 25, 1993
More from the Steve Jobs MBA [
Unit 101: Future thinking](https://www.wired.co.uk/article/unit-101) [
Unit 102: People pay more if it's worth it](https://www.wired.co.uk/article/unit-102) [
Unit 103: Connect your people](https://www.wired.co.uk/article/unit-103) [
Unit 104: Master the entire business](https://www.wired.co.uk/article/unit-104)
Unit 105: Build from the bottom up
Unit 106: Interpret, don't impersonate
Unit 107: It's all about design [
Unit 108: Dazzle your audience](https://www.wired.co.uk/article/unit-108) https://www.wired.co.uk/article/unit-109
Unit 110: Challenge the expectations of others [
Unit 111: Be your own competition](https://www.wired.co.uk/article/unit-111)
Unit 112: Reboot, reboot, reboot [
Unit 113: The big reveal is the best advertising](https://www.wired.co.uk/article/unit-113) [
Unit 114: Stay hungry, stay foolish](https://www.wired.co.uk/article/unit-114)
This article was originally published by WIRED UK
