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.
Tim CookPrice is rarely the most important thing. A cheap product might sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.
Tim CookThe reality of today from a cyber security point of view - I think some of the top people predict that the next big war is fought on cyber security.
Tim CookThere'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.
Tim Cook