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.

Apple Watch is the most personal device we've ever created.

When I think of civil liberties I think of the founding principles of the country. The freedoms that are in the First Amendment. But also the fundamental right to privacy.

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.

We're talking about a world where the PC is no longer the center, but just a devicewhere your new devices need to be more portable, more personal.

I personally admire Steve Jobs not most for what he did, or what he said, but for what he stood for. The largest lesson I learned from Steve was that the joy in life is in the journey, and I saw him live this every day.

From 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.