Creativity and innovation are something you can’t flowchart out. Some things you can, and we do, and we’re very disciplined in those areas. But creativity isn’t one of those. A lot of companies have innovation departments, and this is always a sign that something is wrong when you have a VP of innovation or something. You know, put a for-sale sign on the door.

Anything can change, because the smartphone revolution is still in the early stages.

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.

People are running huge enterprises off of hacking and stealing data.

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

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.

I'm speaking to you from Silicon Valley, where some of the most prominent and successful companies have built their businesses by lulling their customers into complacency about their personal information. They're gobbling up everything they can learn about you and trying to monetize it. We think that's wrong. And it's not the kind of company that Apple wants to be.