Apple Watch is the most personal device we've ever created.
We make the best phone, we don't make the most phones.
Companies that get confused, that think their goal is revenue or stock price or something. You have to focus on the things that lead to those.
Apple has a culture of excellence that is, I think, so unique and so special. I'm not going to witness or permit the change of it.
An acorn would never brag about giving shade.
Honestly, we’ll compete with everybody. I love competition. As long as people invent their own stuff, I love competition.