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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.

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

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.

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

With the greatest of respect, I have watched Apple from the day it started. I was publishing magazines about the Apple II before most people had ever heard what a personal computer was.

We have to make sure, at Apple, that we stay true to focus, laser focus - we know we can only do great things a few times, only on a few products.

Well, Apple invented the PC as we know it, and then it invented the graphical user interface as we know it eight years later (with the introduction of the Mac). But then, the company had a decade in which it took a nap.

Our whole role in life is to give you something you didn't know you wanted. And then once you get it, you can't imagine your life without it. And you can count on Apple doing that.