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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.

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

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.

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.

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.

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

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 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.

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.