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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.

When the economy is difficult, people care a great deal about the things they spend their money on. Customers have come to understand that Apple's products aren't priced high - they're priced on the value of what we build into them.

The reason Apple is really good, I think, and the reason their stores succeeded, is not just 'cause we know the big idea, but we have a real passion for the littlest detail. It's legendary in our products.

You need to look no further than Apple's iPhone to see how fast brilliantly written software presented on a beautifully designed device with a spectacular user interface will throw all the accepted notions about pricing, billing platforms and brand loyalty right out the window.

Apple does great products, but at the end of the day we think consumers want choice, consumers want openness.

At the end of the day, customer choice is essential. And we don't make products that compete with Apple, nor make products that compete with Google. Our customers come in both iOS and Android flavors, and I hope our customers can still buy the products they want to purchase wherever they want to purchase them.

Apple has beautiful design, beautiful product, incredibly functional. But mostly, it's about picking product, getting behind it, marketing it, and introducing it to a customer. What they've done just inspires me.

The Apple has the fewest bells and whistles. It has simple sound and few graphics special effects. In a way, that is a weakness because markets for the other machines are getting bigger.

I think Apple is a great device company.