We have to make sure, at Apple, that we stay true to focus, laser focus - we know we can only do great things a few times, only on a few products.

If those of us in positions of responsibility fail to do everything in our power to protect the right of privacy, we risk something far more valuable than money. We risk our way of life.

Most business models have focused on self interest instead of user experience. Those are the kinds of problems we solve to solve.

You can only do so many things great, and you should cast aside everything else.

The iPad remains Apple's second bestselling product - all the more reason why the iPad Pro needs to be "big" in every sense of the word.

We do a lot of things for reasons besides profit motive. We want to leave the world better than we found it.

Apple doesn't do hobbies as a general rule.