Honestly, we’ll compete with everybody. I love competition. As long as people invent their own stuff, I love competition.

Intuition is critical in virtually everything you do. But, without relentless preparation and execution, it is meaningless.

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

We are the most focused company that I know of or have read of or have any knowledge of. We say no to good ideas every day. We say no to great ideas in order to keep the amount of things we focus on very small in number so that we can put enormous energy behind the ones we do choose.....It's not just saying yes to the right products, it's saying no to many products that are good ideas, but just not nearly as good as the other ones.

Our whole goal in life is to give you something you didn’t know you wanted and then once you get it, you can’t imagine your life without it… and you can count on apple doing that.

Apple is this great American company that could have only happened here.

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.