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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.

I knew a lot about product design before coming to Apple, but I didn't understand a lot about consumer experience design, which is really Apple's forte.

I'm looking for best practices constantly. 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.

Apple does great products, but at the end of the day we think consumers want choice, consumers want openness.

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

The wonderful thing about Apple technology is just how intuitive it is.

I knew the Apple II was great when I bought it, but as I dug into the details it just completely blew me away the creative artistic approach that the designers had taken.

Apple makes beautiful products. I own a Mac Pro, a Mac Book, a Mac Mini, an iPad, an iPhone, pretty much the entire collection.

The Apple mentality is really about creating focus, quality and a voice that people understand and can relate to.

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.