•John: "Paul had a nice idea about opening up a white house where we would sell white china and things like that. Everything white you know which was pretty groovy, and it didn't end up like that. It ended up with Apple and all this junk and The Fool and all the stupid clothes and all that" (Wenner).

•Paul stated that he wasn't worried about money concerning Apple but that it was a success.

•Since Apple's inception, Paul McCartney and John Lennon had been very interested in launching a budget-line label to issue what would essentially be known three decades later as "audio books". In October 1968, Apple hired Barry Miles, who co-owned the Indica bookshop with John Dunbar and Peter Asher, to manage the proposed spoken-word label. The initial idea of Zapple was that it would release avant-garde and spoken word records at a reduced price that would be comparable to that of a paperback novel. While the idea looked good on paper, the reality was that when the few records actually put out by Zapple finally made it into the shops, they were priced like any other full-priced music album (Granados, S. Those Were the Days. p. 76).

•The Beatle thing was fantastic. I loved every minute of it. It was beautiful. But it was a very sheltered life. Why, somebody would even ring me up in the morning and say, "You've got to be at Apple in an hour."

•Paul: "I mean, we were in the happy position of not really needing anymore money. So for the first time the bosses aren't in it for the profit. If you come to see me and say, 'I've had such and such a dream', I will say, 'here's so much money'. Go away and do it'. We've already bought all our dreams, so now we want to share the possibility with others..." (Giuliano).

•John Lennon later told me that Apple was in reality a product of management. "See", John said, "one thing people never knew was that Apple was not our idea and was certainly never Paul's idea, as he has gone on about. Apple was presented to us as a reality by the Epsteins in '67 before Brian died. Brian and his furniture salesman brother Clive. And they hadn't the slightest f***ing idea what they were doing. It was really just a loony tax scheme in the end. They said we had all this cash about to come in and the only way around paying the taxes was to invest in businesses. But we never would have come up with the notion of running a clothes store. The Beatles pushing rags? Right. Right. No, it was pure and simple a tax kite. Our incomes would be hidden inside Apple. Then the money would be moved around" (Flippo, p. 248).

•Paul on Apple: "...a controlled weirdness...a kind of western communism.".

•Paul: We decided to close down our Baker Street shop yesterday and instead of putting up a sign saying "Business will resume as soon as possible" and then auction off the goods, we decided to give them away. The shops were doing fine and making a nice profit on turnover. So far the biggest loss is in giving things away but we did that deliberately. We were just giving them away-rather than selling them to barrow-boys-because we wanted to give rather than sell (London '68).

•Paul: "...I think if you'd seen Apple a few months ago, it was just total chaos. It's chaos now, but before it was total chaos. I mean all that can happen is that we lose all our money, which I don't mind one bit. It would become a relief in a way for me...because the thing is we've passed the point where we have to worry about, "Oh, you know, what am I doing tomorrow? Is my job safe?".

•Paul: "Essentially we're not businessmen. We probably will, just because of our experience be able to get it together. But if we don't, there's the next line of people who will learn from our mistakes...".

•John commenting on Neil Aspinall: I was the one that protected him many times from Paul. Paul had no love for Neil and vice-versa. And all of a sudden he's a Paul man. Because they clung to Paul-Derek included-because they all thought Paul was the one who was going to hold it all together. So they had a choice of which side to come down on, and they chose Paul, and the past, and I cut'em off. (McCabe/Schonfeld p. 72. For the Record).

•Paul: The idea of Apple is that even if you are a clerk in an Apple office or in anything to do with Apple, we really do try to turn you on. There is a definite effort to turn people on in this building. The people who don't want it, who don't like it, will go back to being hired clerks because they'd rather do that. But if you want to come here in order to be a sort of turned-on clerk, that's great. I think occasionally too much of it goes on and you don't get much work done because everyone's so busy turning each other on. But it is nicer. I mean it really is a different atmosphere in this place from any building I've ever been in.

•Paul had an idea to promote James Taylor while walking down a London street as he spotted a shop sign saying-James Taylor--Orthopedic Shoes: "That's just what we need", Paul carried on, not even listening. "What we'll do is go in and see the guy who owns the shop, pay what he wants, clear out the window display and take a picture of James Taylor standing inside the shop window under the sign. It'll be great publicity!" (Taylor, A. p. 143).

•JG: "How about this new organization, 'Apple'?"
John: "Oh yeah. Well you see, our accountant came up and said, 'We got this amount of money; do you want to give it to the government or do something with it?' So we thought..."
JG: "Which government?"
John: "Oh... Any old government."
John: "So we decided to play businessmen for a bit, because... uhh... we've got to run our own affairs now. So, we've got this thing called 'Apple' which is going to be records, films, and electronics -- which all tie-up. And to make a sort of an umbrella so people who want to make films about... grass... don't have to go on their knees in an office, you know, begging for a break. We'll try and do it like that... That's the idea. We'll find out what happens, but that's what we're trying to do."
Paul: "If you want to do something, normally you've got to go to big business and you've gotta go to the big people, you know."
John: "You don't even get there. Because you can't get through the door 'cuz of the color of your shoes."
Paul: (laughs) "But you know, people are normally... Big companies are so 'big' that if you're 'little and good' it takes you like 60 years to make it. And so people miss out on these little good people. So we're trying to find a few."
JG: "Paul, is that because of your background? You came from a poor background."
Paul: "There's a 'little bit' of that."
John: "It's not sort of..."
JG: "If you didn't feel it as a youngster, you wouldn't feel it now."
Paul: "Yeah that's right, you know. It's just 'cuz, we know what we had to fight to, sort of..."
JG: "Was it tough for you to get started?"
John: "Well, no tougher than anybody else, you see, but George said, 'I'm sick of being told to keep out of the park.' That's what it's about, you know. We're trying to make a park for people to come in and do what they want."
Paul: (comical voice) "Symbolically speaking."
JG: "Is he the spokesman, would you say, John?"
John: "Well, if his spokes are working, he is. And if mine are..."
John: "A policeman."