John Sculley

“As a brand marketer, I'm a big believer in 'branding the customer experience,' not just selling the service.”

“I think that televisions are unnecessarily complex. The irony is that as the pictures get better and the choice of content gets broader, that the complexity of the experience of using the television gets more and more complicated.”

“The launch of iPhone is very possibly bigger than the launch of the first Apple II or the first Mac. Steve Jobs's genius is his ability to use technology to create products that define fundamental cultural shifts.”

“Timing in life is everything.”

“I never claimed to be a computer engineer, but I did train as an industrial designer, and I am a consumer marketer, and I am very comfortable dealing with complex businesses and complexity in general and simplifying it - basically a systems designer.”

“Over the years, I have developed a pretty good Rolodex.”

“The future belongs to those who see possibilities before they become obvious.”

“The healthcare industry has never had a priority on user experience because there has been little competition. Prices have never been transparent.”

“I have found that I always learn more from my mistakes than from my successes. If you aren't making some mistakes, you aren't taking enough chances.”

“I think that the health care industry is so complex that it doesn't necessarily start with a single killer app. You go back to the early days of the personal computer - when I joined the industry, we really didn't know what the killer app was going to be.”

“It's suddenly practical to do very high quality video wirelessly over mobile devices, and we're just in the early days of that.”

“Is there anyone out there who is the next Steve Jobs? I think Jeff Bezos is pretty close. He is very smart. He is extremely creative. He has completely reinvented the way in which commerce is done online.”

“I'm an optimist. You can't be an entrepreneur if you're not essentially an optimist, so I'm an optimist by nature.”

“We expect teachers to handle teenage pregnancy, substance abuse, and the failings of the family. Then we expect them to educate our children.”

“One thing about Apple is they have these fanboys - as I always say, 'Sell to the people who love us.' For example when they came up with iPad mini, everyone who had an iPad went out and bought a mini as well.”

“Apple and Samsung are selling in such high volumes, and they're vertically integrated more and more, that it's very, very hard for anyone to compete against Apple and Samsung in the high-volume part of the smartphone or tablet market.”

“When I left Apple, it had $2 billion of cash. It was the most profitable computer company in the world - not just personal computers - and Apple was the number one selling computer.”

“We see healthcare shifting from a procedure reimbursement, where in this country doctors are reimbursed for how many procedures they conduct, to a world where people will be reimbursed for the outcomes - did the patient actually get better, and what was the total cost of the cycle of care.”

“Stay the course and keep building an integrated Apple ecosystem of iPhone + iPod + iMac + iTunes + App Store + Apple TV. No one has yet demonstrated they understand how to create an 'experience-based ecosystem' as well as Apple.”

“Apple is so focused on its vision that it does things in a very careful, deliberate way.”