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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.

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.

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

It might take some here and there, but Apple's market share in the global computer business has really shrunk pretty far, and where they've been making success recently is not in the computer business but in the iPod music business.

Just tasking a team to be creative won't get you to be innovative. It's having a corporate climate that gives people the space to experiment and take risks. Only then can you truly sustain it.

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 Macintosh having shipped, his next agenda was to turn the rest of Apple into the Mac group. He had perceived the rest of Apple wasn't as creative or motivated as the Mac team, and what you need to take over the company are managers, not innovators or technical people.

As far as Apple goes, it was a different company every few years from the time I joined in 1984.

I think that we're on a path that Apple was determined to be on since the '70s, which was to try and make technology relevant and personal.