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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.

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.

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.

With its imagination and large sales, Apple has become the world's most valuable IT company. However people are starting to have doubts regarding Apple's silence on heavy metal pollution problems.

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.

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.

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

There are times when we have to add resources to Apple, grow talent to do something that we weren't able to do before.

The reason that Apple is able to create products like the iPad is because we've always tried to be at the intersection of technology and the liberal arts.

Steve Jobs didn't really set the direction of my Apple I and Apple II designs but he did the more important part of turning them into a product that would change the world. I don't deny that.