Security isn't just a feature, it's a base, it's a fundamental, right.

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?

Apple has a culture of excellence that is, I think, so unique and so special. I'm not going to witness or permit the change of it.

You can only do so many things great, and you should cast aside everything else.

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.

Without encryption, you and I wouldn't be able to do our banking online. We wouldn't be able to buy things online, because your credit cards - they've probably been ripped off anyway, but they would be ripped off left and right every day if there wasn't encryption.

Excellence has become a habit.