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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.

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.

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

One argument against open systems is that they become open to everything, good and bad. Like a Richard Meier skyscraper, the anal retentive, Bauhaus elegance of the Mac does prevent the loose ends and confusion of a less sterile environment. But it also prevents fertility. Apple's development must come from within.

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

At the end of the day, customer choice is essential. And we don't make products that compete with Apple, nor make products that compete with Google. Our customers come in both iOS and Android flavors, and I hope our customers can still buy the products they want to purchase wherever they want to purchase them.

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.

I think the only reason you visit an Apple store is because you wonder what life is like on another planet.