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.
Tim CookFrom our point of view it's important that Apple not be the developer for the world. We can't take all of our energy and all of our care and finish the painting, then have someone else put their name on it.
Tim CookWe believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.
Tim CookSo let me be clear: I'm proud to be gay, and I consider being gay among the greatest gifts God has given me.
Tim CookThe reality is that if you - let's say you just pulled encryption. Let's ban it. Let's you and I ban it tomorrow. And so we sit in Congress and we say, thou shalt not have encryption. What happens then? Well, I would argue that the bad guys will use encryption from non-American companies, because they're pretty smart.
Tim Cook