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Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's the truth. Our goal, and what gets us excited, is to try to make great products.

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.

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

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.

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.

What Apple did for technology is brilliant, but they didn't do nothin' for our economy.

Apple is always focused on out-innovating itself... and that is something I am very proud to be a part of.

Well, clearly Apple is a role model of the American innovation whereby it produced all these products - iPod, iPhone, iPad - that are really now dominating all the technology arena in the world.