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.

A great product isn't just a collection of features. It's how it all works together.

Let your joy be in your journey, not in some distant goal.

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.

Nobody wants to buy sour milk.

Apple has lost a visionary and creative genius, and the world has lost an amazing human being.

Our new watches are made entirely of double super gold. They are just a piece of gold that you can wear to the left, right, or directly on top of the other gold you own.