We have to make sure, at Apple, that we stay true to focus, laser focus - we know we can only do great things a few times, only on a few products.
From Tim Cook
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.
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.
The reality is, is that we love competition, at Apple. We think it makes us all better. But we want people to invent their own stuff.
I love museums but I don't want to live in one.
I am who I am, and I'm focused on that, and being a great CEO of Apple.
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.
I've always hated litigation, and I continue to hate it.
Price is rarely the most important thing. A cheap product might sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.
You can only do so many things great, and you should cast aside everything else.
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