"If you think that by threatening me you can get me to do what you want... well, that's where you're right. But - and I am only saying this because I care - there's a lot of decaffeinated brands on the market that are just as tasty as the real thing."

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And I said couldn't we be more moderate? And he said why? And I said because I care about the team. And he said, 'No Jony, you're just really vain. You just want people to like you. I'm surprised at you, because I thought you really held the work up as the most important and not how you are perceived by people.' People misunderstand Steve because he was so focused.

— Jonathan Ive