Intuition is critical in virtually everything you do. But, without relentless preparation and execution, it is meaningless.
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.
Apple has lost a visionary and creative genius, and the world has lost an amazing human being.
Excellence has become a habit.
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.
Our whole goal 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.
When I think of civil liberties I think of the founding principles of the country. The freedoms that are in the First Amendment. But also the fundamental right to privacy.
Discrimination, in all its forms, is bad for business.
I just want to build great products.
I despise politics. There is no room for it in a company. My life is going to be way too short to deal with that.
No one should have a key that turns a billion locks. It shouldn't exist.
The worst thing in the world that can happen to you if you're an engineer that has given his life to something is for someone to rip it off and put their name to it.
It's the privilege of a lifetime for me to work with the most innovative people on Earth.
If you want me to do things only for ROI reasons, you should get out of this stock.
You can only do so many things great, and you should cast aside everything else.
In the world of cyber security, the last thing you want is to have a target painted on you.
Never try to fix other people. God does not need to do a bank shot off your lips.
What makes Siri cool is she has a personality.
I love museums. But I don't want to live in one.
Apple Watch is the most personal device we've ever created.
And that's what everyone at Apple is focused on - pushing forward and creating the future.
You can't have a back door that's only for the good guys.
To whom much is given, much is expected. I do believe this. It's embedded in me.
I am who I am, and I'm focused on that, and being a great CEO of Apple.
Graduates, your values matter. They are your north star. And work takes on new meaning when you feel you're pointed in the right direction. Otherwise, it's just a job. And life is too short for that.
"Right to privacy is really important. You pull that brick out and another and pretty soon the house falls."
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