Creativity is people who care enough to keep thinking about something until they find the simplest way to do it.

My business is not reading your messages. I don't have a business doing that. And it's against my values to do that. I don't want to read your private stuff.

I remember what it was like to grow up in the South in the 1960s and 1970s. Discrimination isn’t something that’s easy to oppose. It doesn’t always stare you in the face. It moves in the shadows. And sometimes it shrouds itself within the very laws meant to protect us.

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

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.

We have to make sure, at Apple, that we stay true to focus, laser focus - we know we can only do great things a few times, only on a few products.

We're putting all of our energy into making it right. And we have already had several software updates. We've got a huge plan to make it even better. It will get better and better over time. We screwed up. That's the fact.