The reality of today from a cyber security point of view - I think some of the top people predict that the next big war is fought on cyber security.

The iPad remains Apple's second bestselling product - all the more reason why the iPad Pro needs to be "big" in every sense of the word.

I dont consider the bloody ROI.

The 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.

And that's what everyone at Apple is focused on - pushing forward and creating the future.

It's the privilege of a lifetime for me to work with the most innovative people on Earth.

There's a lot of health information available on your smart phone. There's financial information. There's your conversations, there's business secrets. There's an enormous long list of things that there's probably more information about you on here than exists in your home, right. Which makes it a lot more valuable to all the bad guys out there.