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.

We're talking about a world where the PC is no longer the center, but just a devicewhere your new devices need to be more portable, more personal.

If I'm working with you for several months on things, if I have a relationship with you, and I decide one day I'm going to sue you, I'm a country boy at the end of the day. I'm going to pick up the phone and tell you I'm going to sue you.

Today, we are pleased to announce the biggest advancement in iPhone.

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.

We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.

I don't really think anything Microsoft does puts pressure on Apple.