关于创新与设计 “Innovation distinguishes between a leader and a follower.” 创新决定你是领袖还是跟随者。

“Design is not just what it looks like and feels like. Design is how it works.” 设计不只是外表和感觉，设计是产品如何运作。

“We're here to put a dent in the universe. Otherwise why else even be here?” 活着就是为了改变世界，难道还有其他原因吗？ “Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while.” 创造力只不过是连接事物而已。

当你询问有创意的人他们是如何做到的，他们会觉得有点内疚，因为他们其实并没有刻意为之，他们只是看到了一些东西。

过了一段时间，在他们看来这就很明显了。

“Simplicity is the ultimate sophistication.” 简约是极致的复杂。

“Technology alone is not enough. It's technology married with liberal arts, married with the humanities, that yields us the results that make our hearts sing.” 仅仅有技术是不够的。

技术必须与文科、与人文学科相结合，才能产生让我们心动的成果。

“You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.” 你不能只是问顾客想要什么，然后试图满足他们。

等你把产品做出来的时候，他们又想要新的东西了。

关于工作与热情 “The only way to do great work is to love what you do. If you haven't found it yet, keep looking. Don't settle. As with all matters of the heart, you'll know when you find it.” 成就一番伟业的唯一途径就是热爱自己的事业。

如果你还没能找到让自己热爱的，继续寻找，不要放弃。

跟随自己的心，总有一天你会找到的。

“Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.” 你的工作将占据你生活的很大一部分。

要想真正获得满足，唯一的方法就是做你认为伟大的工作。

而要做伟大的工作，唯一的方法就是热爱你的工作。

“I'm as proud of many of the things we haven't done as the things we have done. Innovation is saying no to 1,000 things.” 我对我们没有做的许多事情和我们已经做的事情一样感到骄傲。

创新意味着对一千件事情说“不”。

“If you are working on something that you really care about, you don't have to be pushed. The vision pulls you.” 如果你正在从事自己真正关心的事情，你不需要别人督促。

愿景会牵引着你。

“Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.” 要成为质量的标杆。

有些人不习惯身处一个追求卓越的环境。

“My model for business is The Beatles. They were four guys who kept each other's kind of negative tendencies in check. They balanced each other, and the total was greater than the sum of the parts. That's how I see business: great things in business are never done by one person. They're done by a team of people.” 我心目中的商业典范是披头士乐队。

他们四个人相互制约彼此的消极倾向。

他们相互平衡，整体的力量大于部分之和。

我就是这样看待商业的：商业中伟大的成就从来不是由一个人完成的，而是由一群人共同完成的。

关于生活与态度 “Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.” 记住你即将死去，这是我知道的避免患得患失的最好方法。

你本来就一无所有，没有理由不追随自己的心。

“Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma - which is living with the results of other people's thinking. Don't let the noise of other's opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.” 你的时间有限，所以不要浪费时间去过别人的生活。

不要被教条束缚——那意味着你按照别人的思维结果生活。

不要让别人的意见的噪音淹没你内心的声音。

最重要的是，要有勇气跟随你的内心和直觉。

它们在某种程度上已经知道你真正想成为什么样的人。

其他一切都是次要的。

“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.” 对我来说，成为墓地里最富有的人并不重要……晚上睡觉前能说我们做了一件很棒的事……这对我来说才是重要的。

“I've got it down to four words: 'Do what you love.' Seek out an occupation that gives you a sense of meaning, direction and satisfaction in life. Having a sense of purpose and striving towards goals gives life meaning, direction and satisfaction. It not only contributes to health and longevity, but also makes you feel better in difficult times.” 归结起来，就是四个字：“做你所爱”。

寻找一份能给你生活带来意义、方向和满足感的职业。

有目标并为之努力奋斗能给生活带来意义、方向和满足感。

这不仅有助于健康长寿，而且在困难时期也能让你感觉更好。

“Death is very likely the single best invention of Life. It is Life's change agent. It clears out the old to make way for the new.” 死亡很可能是生命最棒的一项发明。

它是生命的变革推动者。

它清除旧的，为新的让路。

“Stay hungry. Stay foolish.” 求知若饥，虚心若愚。

关于产品理念与用户体验 “It's not about features. It's about experiences.” 关键不在于功能，而在于体验。

“We don't get a chance to do that many things, and every one should be really excellent. Because this is our life. Life is brief, and then you die, you know?” 我们没有机会做太多事情，每件事都应该做到非常出色。

因为这就是我们的生活。

人生短暂，然后你就去世了，你懂的？ “People don't know what they want until you show it to them.” 在你把产品展示给人们之前，他们不知道自己想要什么。

“You've got to start with the customer experience and work backwards to the technology.” 你必须从客户体验出发，然后再回头考虑技术。