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.

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.

Graduates, your values matter. They are your north star. And work takes on new meaning when you feel you're pointed in the right direction. Otherwise, it's just a job. And life is too short for that.

We are the most focused company that I know of or have read of or have any knowledge of. We say no to good ideas every day. We say no to great ideas in order to keep the amount of things we focus on very small in number so that we can put enormous energy behind the ones we do choose.....It's not just saying yes to the right products, it's saying no to many products that are good ideas, but just not nearly as good as the other ones.

I don't think Apple has to own a content business.

And that's what everyone at Apple is focused on - pushing forward and creating the future.

Honestly, we’ll compete with everybody. I love competition. As long as people invent their own stuff, I love competition.