We're cautious. We'd rather exceed expectations than miss but I think it's going to be a continued difficult economy. Apple is trying a different way to navigate out of this, we're trying to innovate.

If you keep your eye on the profit, you’re going to skimp on the product. But if you focus on making really great products, then the profits will follow.

Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven't found it yet, keep looking. Don't settle. As with all matters of the heart, you'll know when you find it.

You are all over the map, figure out the top 5 things you want to focus on and get rid of the rest.

Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products... We trust as a consequence of that, people will like them, and as another consequence, we'll make some money. But we're really clear about what our goals are.

For the past 33 years, I have looked in the mirror every morning and asked myself: 'If today were the last day of my life, would I want to do what I am about to do today?' And whenever the answer has been 'No' for too many days in a row, I know I need to change something.

Design is not just what it looks like and feels like. Design is how it works.