Life is fragile. We're not guaranteed a tomorrow so give it everything you've got.
You want to be the pebble in the pond that creates the ripple for change.
Let your joy be in your journey - not in some distant goal.
I think the iPhone is the best consumer product ever. That's what I feel about it. And it's become so integrated and integral to our lives, you wouldn't think about leaving home without it.
We're very simple people at Apple. We focus on making the world's best products and enriching people's lives.
You can focus on things that are barriers or you can focus on scaling the wall or redefining the problem.
I hope people remember me as a good and decent man. And if they do, then that's success.
If you embrace that the things that you can do are limitless, you can put your ding in the universe. You can change the world.
People should have values, so by extension, a company should. And one of the things you do is give back. So how do you give back? We give back through our work in the environment, in running the company on renewable energy. We give back in job creation.
I learned that focus is key. Not just in your running a company, but in your personal life as well.
Apple has a culture of excellence that is, I think, so unique and so special. I'm not going to witness or permit the change of it.
Apple is the only company that can take hardware, software, and services and integrate those into an experience that's an 'aha' for the customer. You can take that and apply to markets that we're not in today.
The North Star has always been the same, which for us, is about making insanely great products that really change the world in some way - enrich people's lives.
We think coding should be required in every school because it's as important as any kind of second language.
When we launch a product, we're already working on the next one. And possibly even the next, next one.
If hearing that the CEO of Apple is gay can help someone struggling to come to terms with who he or she is, or bring comfort to anyone who feels alone, or inspire people to insist on their equality, then it's worth the trade-off with my own privacy.
Companies that get confused, that think their goal is revenue or stock price or something. You have to focus on the things that lead to those.
If you believe, as we believe, that diversity leads to better products, and we're all about making products that enrich people's lives, then you obviously put a ton of energy behind diversity the same way you would put a ton of energy behind anything else that is truly important.
Our goal has never been to make the most. It's always been to make the best.
We typically don't talk about something until we are about to ship. Not just for AI, but for anything: the comparison is generally what we are shipping compared to what someone else is talking about that is going to happen sometime in the future. A lot of people sell futures, I guess, is the way to think about it.
