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

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

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.

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 has long been a leading innovator of mobile technology; I myself own an iPhone.

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 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.

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.