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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.

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.

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.

Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.

The engineering is long gone in most PC companies. In the consumer electronics companies, they don't understand the software parts of it. And so you really can't make the products that you can make at Apple anywhere else right now. Apple's the only company that has everything under one roof.

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.

What the iPad does is it opens people's minds to a new way of doing things. They're actually thirsting for it.

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 wonderful thing about Apple technology is just how intuitive it is.

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