Apple Watch is the most personal device we've ever created.

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.

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.

With hacking getting more and more sophisticated, the hacking community has gone from the hobbyist in the basement to huge sophisticated companies that are essentially doing this, or groups of people or foreign agents inside and outside the United States.

It's clear why hacking communities are [growing]. Because it's like, there's a lot more gold there. There's a lot more to steal than ever before.

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

There are times in all of our lives when a reliance on gut or intuition just seems more appropriate - when a particular course of action just feels right.