If I know what your messages are, if I can read those, I'll probably be able to conclude where you're going, who you're with, the location the message was sent.

What makes Siri cool is she has a personality.

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.

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.

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.

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.

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.