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“I was actually a fruitarian at that point in time. I ate only fruit. Now I'm a garbage can like everyone else. And we were about three months late in filing a fictitious business name so I threatened to call the company Apple Computer unless someone suggested a more interesting name by five o'clock that day. Hoping to stimulate creativity. And it stuck. And that's why we're called Apple.”

“I'm sure a lot of you had this experience when you're changing. You're growing as a person and people tend to treat you like you were 18 months ago, and it's really frustrating sometimes when you're growing up and you're more capable. It's the same thing with a company and the press. The press is going to have a lag time. The best thing we can do about the press is embrace them and do the best thing we can to educate them about our strategy. But to keep our eye on the prize, that is turning out some great products. the press and the stock prize will take care of themselves.”

“One of the problems is that the notion of cancer has been so normalized. You hear about it so often, and it's not ok... it's not ok to normalize this disease. And with all of the pinkwashing that goes on where companies are selling products based on breast cancer month it's a lovely gesture, but consumers get so used to it that it becomes more normal.”

“I remember exiting the birth canal and suddenly I was in a film. But you are never really in charge of that. The movie came out about five or six months ago in America. It was Miramax in the States and Disney here [fakes falling asleep]. What happened. I love working for Disney, not Walt specifically because he couldn't be more dead, but the company is fantastic.”

“Several months ago, out of the blue, a company named "Cingular" started sending me bills. I had never heard of Cingular, and I honestly did not know what these bills were for, so I put them in the pile where I keep documents that I intend to scrutinize more carefully later on, after my death. Then I started seeing TV commercials for Cingular, but of course they did not make it clear what Cingular is, because the First Rule of Modern Advertising is: "Never reveal what you are advertising."”