Our competition is different. They're confused. They chased after netbooks. Now they're trying to make PCs into tablets and tablets into PCs. Who knows what they'll do next?

Excellence has become a habit.

And that's what everyone at Apple is focused on - pushing forward and creating the future.

What makes Siri cool is she has a personality.

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.

Our message, to people around the country and around the world, is this: Apple is open. Open to everyone, regardless of where they come from, what they look like, how they worship or who they love.

If I know what your messages are, if I can read those, I'll probably be able to conclude where you're going, who you're with, the location the message was sent.