Our new watches are made entirely of double super gold. They are just a piece of gold that you can wear to the left, right, or directly on top of the other gold you own.

I don't think Apple has to own a content business.

So I had to figure out for myself what was right and true. It was a search. It was a process. It drew on the moral sense that I'd learned from my parents, and in church, and in my own heart, and led me on my own journey of discovery.

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.

In the world of cyber security, the last thing you want is to have a target painted on you.

An acorn would never brag about giving shade.

We make the best phone, we don't make the most phones.