0:39

Apple suffered for several years from lousy engineering management. There were people going off in eighteen different directions doing arguably interesting things in each one of them. Good engineers. Lousy management.

0:57

You look at the farm that's been created with all these different animals going in different directions, and it doesn't add up — the total is less than the sum of the parts.

1:16

There were a bunch of things that didn't make sense. Microcosmically they might have made sense; macrocosmically they made no sense.

On deciding which projects survived Apple's 1997 product-line purge.

1:41

You've got to say no, no, no — and when you say no, you piss off people, and they go talk to the San Jose Mercury and they write a shitty article about you. So you take the lumps.

2:31

Focus is about saying no, and the result of that focus is going to be some really great products where the total is much greater than the sum of the parts.

0:27

I know some of you spent a lot of time working on stuff that we put a bullet in the head of. I apologize. I feel your pain.

How Jobs opened the answer — owning the cost of the cuts before defending them.