Quote

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.

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

Our approach at Apple has always been to make products we're proud to own and use ourselves.

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.

Apple has great marketing, among the best PR and marketing in the world.

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 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.

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.

The core value that differentiates Apple is our ability to innovate.

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