The reality is, is that we love competition, at Apple. We think it makes us all better. But we want people to invent their own stuff.

What makes Siri cool is she has a personality.

People are running huge enterprises off of hacking and stealing data.

Most business models have focused on self interest instead of user experience. Those are the kinds of problems we solve to solve.

I don’t consider myself an activist, but I realize how much I’ve benefited from the sacrifice of others. So if hearing that the CEO of Apple is gay can help someone struggling to come to terms with who he or she is, or bring comfort to anyone who feels alone, or inspire people to insist on their equality, then it’s worth the trade-off with my own privacy.

It's clear why hacking communities are [growing]. Because it's like, there's a lot more gold there. There's a lot more to steal than ever before.

Companies that get confused, that think their goal is revenue or stock price or something. You have to focus on the things that lead to those.