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.

Tim Cook

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.

Tim Cook

Let your joy be in your journey - not in some distant goal.

Tim Cook

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.

Tim Cook

You can focus on things that are barriers or you can focus on scaling the wall or redefining the problem.

Tim Cook

We're very simple people at Apple. We focus on making the world's best products and enriching people's lives.

Tim Cook

I learned that focus is key. Not just in your running a company, but in your personal life as well.

Tim Cook

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.

Tim Cook

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.

Tim Cook

When we launch a product, we're already working on the next one. And possibly even the next, next one.

Tim Cook

I hope people remember me as a good and decent man. And if they do, then that's success.

Tim Cook

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.

Tim Cook

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.

Tim Cook

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.

Tim Cook

We think coding should be required in every school because it's as important as any kind of second language.

Tim Cook

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.

Tim Cook

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.

Tim Cook

Our goal has never been to make the most. It's always been to make the best.

Tim Cook

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.

Tim Cook

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.

Tim Cook