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

We're putting all of our energy into making it right. And we have already had several software updates. We've got a huge plan to make it even better. It will get better and better over time. We screwed up. That's the fact.

It's the privilege of a lifetime for me to work with the most innovative people on Earth.

Our new watches are made entirely of double super gold. They are just a piece of gold that you can wear to the left, right, or directly on top of the other gold you own.

I personally admire Steve Jobs not most for what he did, or what he said, but for what he stood for. The largest lesson I learned from Steve was that the joy in life is in the journey, and I saw him live this every day.

I love museums. But I don't want to live in one.

We're very simple people at Apple. We focus on making the world's best products and enriching people's lives.