There are times in all of our lives when a reliance on gut or intuition just seems more appropriate - when a particular course of action just feels right.

I'm not targeting government. I'm not saying hey, I'm closing it because I don't want to give you any data. I'm saying that to protect out customers, we have to encrypt. And a side affect of that is, I don't have the data.

We're talking about a world where the PC is no longer the center, but just a devicewhere your new devices need to be more portable, more personal.

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.

If I'm expected to keep your messages, and everybody else's, then there should be a law that says, you need to keep all of these.

The iPad is the clearest expression of our vision of the future of personal computing.

What makes Siri cool is she has a personality.