So I had to figure out for myself what was right and true. It was a search. It was a process. It drew on the moral sense that I'd learned from my parents, and in church, and in my own heart, and led me on my own journey of discovery.

I'd rather Apple cannibalize Apple than somebody else cannibalize Apple.

A few years ago, users of Internet services began to realize that when an online service is free, you're not the customer. You're the product.

Excellence has become a habit.

Creativity is people who care enough to keep thinking about something until they find the simplest way to do it.

Our business is not based on having information about you. You’re not our product. Our product are these, and this watch, and Macs and so forth. And so we run a very different company. I think everyone has to ask, how do companies make their money? Follow the money. And if they’re making money mainly by collecting gobs of personal data, I think you have a right to be worried.

What makes Siri cool is she has a personality.