Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.

The desktop computer industry is dead. Innovation has virtually ceased. Microsoft dominates with very little innovation. That's over. Apple lost. The desktop market has entered the dark ages, and it's going to be in the dark ages for the next 10 years, or certainly for the rest of this decade.

People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I'm actually as proud of the things we haven't done as the things I have done. Innovation is saying no to 1,000 things.

Apple is the only company in the world that has all of that under one roof. We can invent a complete a solution that works - and take responsibility for it.

I'm not worried about the country's long-term future. This country is insanely great. What I'm worried about is that we don't talk enough about solutions.

Everyone here has the sense that right now is one of those moments when we are influencing the future.

It's not like Windows users don't have any power. I think they are happy with Windows, and that's an incredibly depressing thought