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I don't think Apple has to own a content business.

It's really hard to compete with Apple on pure coolness, and if you do, you're probably going to use some of the things they pioneered.

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.

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

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

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

Here's the thing about Apple technology: once you own a piece, you want to use it.

Our whole role in life is to give you something you didn't know you wanted. And then once you get it, you can't imagine your life without it. And you can count on Apple doing that.

The reason that Apple is able to create products like the iPad is because we've always tried to be at the intersection of technology and the liberal arts.