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.

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.

Our competition is different. They're confused. They chased after netbooks. Now they're trying to make PCs into tablets and tablets into PCs. Who knows what they'll do next?

Discrimination, in all its forms, is bad for business.

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.

Excellence has become a habit.

I'd rather Apple cannibalize Apple than somebody else cannibalize Apple.