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Apple's goal isn't to make money. Our goal is to design and develop and bring to market good 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.

Pretty much, Apple and Dell are the only ones in this industry making money. They make it by being Wal-Mart. We make it by innovation.

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

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

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.

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.

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.

There is a clear goal and it isn't to make money. The goal is to desperately try to make the best products we can. We are not naive - if you trust it, people like it, they buy it and we make money. This is a consequence.

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.