Intuition is critical in virtually everything you do. But, without relentless preparation and execution, it is meaningless.

Siri has proven to us that people want to relate to the phone in a different way.

Life is fragile. We're not guaranteed a tomorrow so give it everything you've got.

Our business is not based on having information about you. You’re not our product. Our product are these, and this watch, and Macs and so forth. And so we run a very different company. I think everyone has to ask, how do companies make their money? Follow the money. And if they’re making money mainly by collecting gobs of personal data, I think you have a right to be worried.

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.

The worst thing in the world that can happen to you if you're an engineer that has given his life to something is for someone to rip it off and put their name to it.

We make the best phone, we don't make the most phones.