To create a new standard it takes something that's not just a little bit different. It takes something that's really new and really captures people's imagination. And the Macintosh, of all the machines I've ever seen, is the only one that meets that standard.

Getting the word out that, yes vaccines are great, the safety data's very, very clear, including any of these specific concerns, that's very important to our foundation.

If you go back to 1800, everybody was poor. I mean everybody. The Industrial Revolution kicked in, and a lot of countries benefited, but by no means everyone.

Don’t tax my income, tax my consumption.

When I was trying to figure out why lives have improved so much in the last 300 years, where we've gone from a third of kids dying before 5 to - by 1990 it was down to 10% - now it's down to 5%. And saying why, over all history, there were smart people, but that number didn't change. Average life span didn't change. What's magical about what's been deemed the Industrial Revolution? It's really energy intensity.

Embrace bad news to learn where you need the most improvement.

Security guys break the Mac every single day. Every single day, they come out with a total exploit, your machine can be taken over totally.