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.

Price is rarely the most important thing. A cheap product might sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.

From an app point of view, if you looked at innovation on the PC, you'd be hard pressed to find companies innovating. The list is small.

No one should have a key that turns a billion locks. It shouldn't exist.

The reality is, is that we love competition, at Apple. We think it makes us all better. But we want people to invent their own stuff.

I'm not targeting government. I'm not saying hey, I'm closing it because I don't want to give you any data. I'm saying that to protect out customers, we have to encrypt. And a side affect of that is, I don't have the data.

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.