John Sculley

Health innovation, enabled by digital technologies to build big consumer service brands, is an incredibly interesting, complex problem to work on.

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

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.

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.

Our primary goal in the consumer health service companies I back is helping them create an uncompromisingly great consumer experience.

I think that Apple has revolutionized every other consumer industry; why not television? The complexity of the experience of using the television gets more and more complicated. So it seems exactly the sort of problem that if anyone is going to change the experience of what the first principles are, it is going to be Apple.

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.

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

Timing in life is everything.

Everything at Apple can be best understood through the lens of designing. Whether it's designing the look and feel of the user experience, or the industrial design, or the system design, and even things like how the boards were laid out.

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

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.