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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.

There are times when we have to add resources to Apple, grow talent to do something that we weren't able to do before.

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

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 core value that differentiates Apple is our ability to innovate.

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

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 feel like I'm part of history being made. I leave Apple board meetings thinking, 'I've got to do a better job.'

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.

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