1、do you want to spend the rest of your life selling sugared water or do you want a chance to change the world？
你是想一辈子卖糖水，还是想和我一起改变世界？
—— quoted in odyssey 3360 Pepsi to apple(1987)
By John Sculley and Byrne
——约翰斯卡利约翰伯恩《奥德赛：从百事到苹果》 (1987)
2、death is very likely the single best invention of Li is life ' s change agent .
死亡可能是生命中最好的发明，是生命交替的媒介。
3、Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in li almost everything---all external expectations,all pride,all fear of embarrassment or failure---these things just fall away in the face of death,leaving only what is truly important.
记住自己即将死去，这是帮助我在人生中做出重大选择时最重要的方法。因为几乎每件事——所有外界期望、所有的骄傲、所有对困窘或失败的恐惧——在面对死亡的时候都会消失，只留下那些真正重要的东西。
——Commencement Address at Stanford University,June 12,2005
2005年6月12日斯坦福大学毕业典礼演讲
4、We're not going to be the first to this party,but we're going to be the best.
我们可能做不了最早的，但一定要做最好的。
——Apple event for iPhone OS 4.0 April 8,2010
2010年4月8日iPhone 操作系统4.0发布大会
5、We'll give you 20 cents on every dollar we get…but we're not gonna give you an advance.The accounting will be simple:The more successful you are,the more you'll earn.But if you're not successful,you will not earn a dime.
我们每收入1美元会分给你20美分，但不会提前支付。道理很简单，你越成功，你赚的越多；如果你做不好，你一个子儿也拿不到。
——Rolling Stone,December 3,2003
——2003年12月3日《滚石》杂志
6、People think it's this veneer—that the designers are handed this box and told,'Make it look good!'That's not what we think design is.It's not just what it looks like and feels like.Design is how it works.
人们对设计的理解是这样的：递给设计师一个盒子并对他说，"让它看起来好看点！"这并非我们所界定的设计。设计不光是看起来怎样或感觉如何，设计考虑的是使用时的感觉。
——The New York Times documentary"The Guts of a New Machine",November30,2003
——2003年11月30日《纽约时报》文章《新机的胆量》
7、Victory in our industry is spelled way we're going to survive is to innovate our way out of this.
在我们的行业中，胜利称为存活，我们的存活之道就是靠创新脱颖而出。
——TIME,February 5,2003
——2003年2月5日《时代》杂志
8、You've got to start with the customer experience and work back toward the technology,not the other way around.
你必须从消费者的体验入手，再回来进行技术开发——绝对不能本末倒置。
——World Wide Developers Conference,May,1997
——1997年5月苹果全球研发者大会
9、Skate where the puck's going,not where it's been.
要向着冰球运动的方向滑行，而不是它现在的位置。
10、People think focus means saying yes to the thing you've got to focus on.But that's not what it means at all.It means saying no to the hundred other good ideas that there are.You have to pick care;m actually as proud of the things we haven't done as the things I have done.Innovation is saying no to 1000 things.
人们以为"专注"就是对必须集中精力面对的东西予以肯定。这完全错了。专注就是要对已有的100个好主意说不。你必须精心挑选。我对决定做某些事和决定不做某些事同样感到骄傲。创新就是说1000回"不"。
——Apple Worldwide Developers Conference,May 13-16,1997
——1997年5月13-16日，苹果全球研发者大会
11、If it's important,you'll remember it.
一件重要的事，你总会记住的。
——Inside Steve's Brain,2009
2009年《撬开苹果》
12、Let's go invent tomorrow rather than worrying about what happened yesterday.
赶紧创造明天，不要活在昨天的阴影里。
——D5 Conference,May 30,2007
2007年5月30日D5大会
13、Actually,making an insanely great product has a lot to do with the process of making the product,how you learn things and adopt new ideas and throw out old ideas.
实际上，生产一件无与伦比的产品要做很多工作和构思，包括你怎样学习，怎样接受新观念，怎样抛弃旧理念。
——Playboy,February,1985
1985年2月《花花公子》
14、Innovation distinguishes between a leader and a follower.
领头羊和跟风者的区别在于创新。
——The Innovation Secrets of Steve Jobs,2011
2011年《非同凡"想"：乔布斯的创新启示》
15、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.
能否成为墓地里最有钱的人，对我而言无足轻重……能够在上床睡觉前说我们做了一些让人叫绝的事，这才重要。
——Fortune,May25,1993
1993年5月25日《财富》杂志
16、Sometimes when you innovate,you make mi is best to admit them quickly,and get on with improving your other innovations.
你要创新，就免不了会犯错。犯错的时候需要你尽快承认错误，吸取这次教训并将其应用到其他的创新中去。
——The Journey Is the Reward,1988
1988年《过程就是奖励》
17、Great art stretches the taste,it doesn't follow tastes.
伟大的艺术品拓展品味新境地，无须拾人牙慧。
——Steve Jobs,October24,2011
2011年10月24日《史蒂夫.乔布斯》