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If you can't describe what you are doing as a process, you don't know what you're doing.

We think Android is very, very fragmented, and becoming more fragmented by the day. And as you know, Apple strives for the integrated model so that the user isn't forced to be the systems integrator.

It feels as if ever since the iPhone was released, the Macintosh computer has become just another leverage point in this other operating system's marketing plan.

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

We struggle with the right words to describe the design process at Apple. But it is very much about designing and prototyping and making.

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

Apple makes great hardware. The reality is, in the OS, we see things differently.

The computer seems easy because Apple makes the products so easy to use at home. It's the simple things, like getting the TV set up or getting the speakers to work. That drives me crazy.

Process is your friend, but process also dictates what you can do.