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

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.

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

Since these early days, I have seen and have experienced many types of discrimination and all of them were rooted in the fear of people that were different than the majority.

In my view the tablet and the PC are different. You can do things with the tablet if you are not encumbered by the legacy of the PC.

I dont consider the bloody ROI.

Creativity and innovation are something you can’t flowchart out. Some things you can, and we do, and we’re very disciplined in those areas. But creativity isn’t one of those. A lot of companies have innovation departments, and this is always a sign that something is wrong when you have a VP of innovation or something. You know, put a for-sale sign on the door.