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.

No one wants to die. Even people who want to go to heaven don't want to die to get there. And yet death is the destination we all share. No one has ever escaped it. And that is as it should be, because Death is very likely the single best invention of Life. It is Life's change agent. It clears out the old to make way for the new.

Great engineers are a huge multiplier.

But Apple really beats to a different drummer. I used to say that Apple should be the Sony of this business, but in reality, I think Apple should be the Apple of this business.

Have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.

We just wanted to build the best thing we could build