The people who built Silicon Valley were engineers. They learned business, they learned a lot of different things, but they had a real belief that humans, if they worked hard with other creative, smart people, could solve most of humankind's problems. I believe that very much.

Simplicity is the ultimate sophistication-- Steve Jobs turned this into the slogan behind an early Mac advertising campaign. Which doesn't make it less true.

My job is to make the whole executive team good enough to be successors, so that's what I try to do.

It's not about charisma and personality, it's about results and products and those very bedrock things that are why people at Apple and outside of Apple are getting more excited about the company and what Apple stands for and what its potential is to contribute to the industry.

Quality is more important than quantity. One home run is much better than two doubles.

Our goal is to make the best devices in the world, not to be the biggest.

I have a great respect for incremental improvement, and I've done that sort of thing in my life, but I've always been attracted to the more revolutionary changes. I don't know why. Because they're harder. They're much more stressful emotionally. And you usually go through a period where everybody tells you that you've completely failed.