Life is fragile. We're not guaranteed a tomorrow so give it everything you've got.
Tim Cook
You want to be the pebble in the pond that creates the ripple for change.
Let your joy be in your journey - not in some distant goal.
I think the iPhone is the best consumer product ever. That's what I feel about it. And it's become so integrated and integral to our lives, you wouldn't think about leaving home without it.
You can focus on things that are barriers or you can focus on scaling the wall or redefining the problem.
We're very simple people at Apple. We focus on making the world's best products and enriching people's lives.
I learned that focus is key. Not just in your running a company, but in your personal life as well.
If you embrace that the things that you can do are limitless, you can put your ding in the universe. You can change the world.
People should have values, so by extension, a company should. And one of the things you do is give back. So how do you give back? We give back through our work in the environment, in running the company on renewable energy. We give back in job creation.
When we launch a product, we're already working on the next one. And possibly even the next, next one.
I hope people remember me as a good and decent man. And if they do, then that's success.
All of us technology companies need to create some tools that help diminish the volume of fake news. We must try to squeeze this without stepping on freedom of speech and of the press, but we must also help the reader.
Apple is the only company that can take hardware, software, and services and integrate those into an experience that's an 'aha' for the customer. You can take that and apply to markets that we're not in today.
Apple has a culture of excellence that is, I think, so unique and so special. I'm not going to witness or permit the change of it.
We think coding should be required in every school because it's as important as any kind of second language.
If hearing that the CEO of Apple is gay can help someone struggling to come to terms with who he or she is, or bring comfort to anyone who feels alone, or inspire people to insist on their equality, then it's worth the trade-off with my own privacy.
Music's always been at the heart of Apple. It's deep in our DNA. We've sold Macs to musicians since the beginning of Macs.
Our goal has never been to make the most. It's always been to make the best.
I'm excited about Augmented Reality because unlike Virtual Reality, which closes the world out, AR allows individuals to be present in the world but hopefully allows an improvement on what's happening presently.
The way we look at manufacturing is this: the U.S.'s strategy should be to skate where the puck is going, not where it is.
If you believe, as we believe, that diversity leads to better products, and we're all about making products that enrich people's lives, then you obviously put a ton of energy behind diversity the same way you would put a ton of energy behind anything else that is truly important.
Our whole role in life is to give you something you didn't know you wanted. And then once you get it, you can't imagine your life without it. And you can count on Apple doing that.
To whom much is given, much is expected. I do believe this. It's embedded in me.
The most important thing is, Do you have the courage to admit that you're wrong? And do you change? The most important thing to me as a CEO is that we keep the courage.
You can only do so many things great, and you should cast aside everything else.
You can converge a toaster and a refrigerator, but those things are probably not going to be pleasing to the user.
We are constantly auditing our supply chain. Making sure that safety standards are - are, you know, are the highest. We're making sure that working conditions are the highest.
You don't have to choose between doing good and doing well. It's a false choice, today more than ever.
The North Star has always been the same, which for us, is about making insanely great products that really change the world in some way - enrich people's lives.
Companies that get confused, that think their goal is revenue or stock price or something. You have to focus on the things that lead to those.
When you care about people's happiness and productivity, you give them what brings out the best in them and their creativity. And if you give them a choice, they'll say, 'I want an iPhone,' or 'I want a Mac.' We think we can win a lot of corporate decisions at that level.
Think about what you're passionate about. I did not learn something early enough: if I could go back, I'd tell the younger me that there's a big difference between loving to work and loving the work.
I think that some people will never buy a computer because I think now we're at the point where the iPad does what some people want to do with their PCs.
We could build just about anything that you could dream of. But that's not the question. The thing that Beats provides us is a head start. They provide us with incredible people that don't grow on trees.
It gives me a lot of energy to talk to developers or meet students in classrooms who are using our technology to help learn faster and better. Watching them pursue their passion.
We don't really look at the stock, you know? Because for us, it's about the long term. And so we're very much focused on long-term shareholder value but not the short-term kind of stuff.
Work takes on new meaning when you feel you are pointed in the right direction. Otherwise, it's just a job, and life is too short for that.
Apple doesn't do hobbies as a general rule.
You have to find the intersection of doing something you're passionate about and that, at the same time, is in the service of other people. I would argue if you don't find that intersection, you're not going to be very happy.
We think the government should be pushing for more encryption. That it's a great thing. You know, it's like the sun and the air and the water.
Augmented reality will take some time to get right, but I do think that it's profound.
France has always had a special place for Apple. This is the best place to discover and chat with all musicians, graphic designers, designers, or photographers who use our products. There is such creative energy.
For us, the most important thing we can do is raise people up - that is, either by giving the ability to do things they could not otherwise do, allow them to create things they couldn't otherwise create. It's about giving them tools; it is about empowering people.
When you're an engineer, you want to analyze things a lot. But if you believe that the most important data points are people, then you have to make conclusions in relatively short order. Because you want to push the people who are doing great. And you want to either develop the people who are not or, in a worst case, they need to be somewhere else.
The right focus for the U.S. is on advanced manufacturing - something that requires innovation.
In my view the tablet and the PC are different. You can do things with the tablet if you are not encumbered by the legacy of the PC.
I see the Mac being a key part of Apple for the long term, and I see growth in the Mac for the long term.
We try to continually push ourselves to do more and more, not just on the hardware side but also in terms of developers' tools so they can take advantage of the hardware that's there, in the best way.
We typically don't talk about something until we are about to ship. Not just for AI, but for anything: the comparison is generally what we are shipping compared to what someone else is talking about that is going to happen sometime in the future. A lot of people sell futures, I guess, is the way to think about it.
The pre-owned market allows us to reach customers who really want an Apple device but can't really reach that point. I think it is great for people, or otherwise, we wouldn't we doing it. If we were not proud of the product, we wouldn't be doing it.
