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

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.

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.

In my view the tablet and the PC are different. You can do things with the tablet if you are not encumbered by the legacy of the PC.

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

I'm speaking to you from Silicon Valley, where some of the most prominent and successful companies have built their businesses by lulling their customers into complacency about their personal information. They're gobbling up everything they can learn about you and trying to monetize it. We think that's wrong. And it's not the kind of company that Apple wants to be.

If you want me to do things only for ROI reasons, you should get out of this stock.