If you look at iPod, iPod wasn't viewed as a success, but today it's viewed as an overnight success. The iPhone was the same way. People were writing about there's no physical keyboard. Obviously nobody would want it.
We have to make sure, at Apple, that we stay true to focus, laser focus - we know we can only do great things a few times, only on a few products.
When we launch a product, we're already working on the next one. And possibly even the next, next one.
Work takes on new meaning when you feel you are pointed in the right direction. Otherwise, it's just a job, and life is too short for that.
If you embrace that the things that you can do are limitless, you can put your ding in the universe. You can change the world.
I've always hated litigation, and I continue to hate it.
The way we look at manufacturing is this: the U.S.'s strategy should be to skate where the puck is going, not where it is.
The right focus for the U.S. is on advanced manufacturing - something that requires innovation.
I love museums but I don't want to live in one.
You want to be the pebble in the pond that creates the ripple for change.
You can focus on things that are barriers or you can focus on scaling the wall or redefining the problem.
Companies that get confused, that think their goal is revenue or stock price or something. You have to focus on the things that lead to those.
The worst thing in the world that can happen to you if you're an engineer that has given his life to something is for someone to rip it off and put their name to it.
We don't really look at the stock, you know? Because for us, it's about the long term. And so we're very much focused on long-term shareholder value but not the short-term kind of stuff.
Hopefully, people will look at our stance on privacy in general and know that we're not trying to operate outside of a fairly distinct line that we're drawing. I hope that people trust us to do the right thing there.
I don't subscribe to the view some people have in the industry that you should purposefully design products that do not last that long. I don't think it is good for anyone.
We are constantly auditing our supply chain. Making sure that safety standards are - are, you know, are the highest. We're making sure that working conditions are the highest.
In my view the tablet and the PC are different. You can do things with the tablet if you are not encumbered by the legacy of the PC.
We didn't make the first mp3, smartphone, or tablet. But you can say we made the first modern mp3, smartphone, and tablet. And I think now we're making the first modern smartwatch.
If hearing that the CEO of Apple is gay can help someone struggling to come to terms with who he or she is, or bring comfort to anyone who feels alone, or inspire people to insist on their equality, then it's worth the trade-off with my own privacy.