Think about what you're passionate about. I did not learn something early enough: if I could go back, I'd tell the younger me that there's a big difference between loving to work and loving the work.
— Tim Cook
You have to find the intersection of doing something you're passionate about and that, at the same time, is in the service of other people. I would argue if you don't find that intersection, you're not going to be very happy.
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.
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.
It turns out that people - in every country in the world, there's a segment of buyer that wants the best product and the best experience. And that's what we're about providing.
That has always been the objective of Apple: to do things that really enrich people's lives. That you look back on and you wonder, 'How did I live without this?'
What Beats brings to Apple are guys with very rare skills. People like this aren't born every day. They're very rare. They really get music deeply.
You want to be the pebble in the pond that creates the ripple for change.
I have to feel myself doing what's right. If I'm the arbiter of that instead of letting the guy on TV be that or someone who doesn't know me at all, then I think that's a much better way to live.
France has always had a special place for Apple. This is the best place to discover and chat with all musicians, graphic designers, designers, or photographers who use our products. There is such creative energy.
I see the Mac being a key part of Apple for the long term, and I see growth in the Mac for the long term.
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.
There have been people that suggest that we should have a back door. But the reality is if you put a back door in, that back door's for everybody - for good guys and bad guys.
For us, the most important thing we can do is raise people up - that is, either by giving the ability to do things they could not otherwise do, allow them to create things they couldn't otherwise create. It's about giving them tools; it is about empowering people.
If you look at the automobile in many countries, there is a certified pre-owned market for Lexus, BMW, and many other brands. When you buy a high-end smartphone, you can expect the same kind of a situation there.
A back door is a nonstarter. It means we are all not safe... I don't support a back door for any government, ever.
We think the government should be pushing for more encryption. That it's a great thing. You know, it's like the sun and the air and the water.
I don't view Apple or myself as an activist. What we do is for some things where we think we have deep knowledge, or think we do, or a strong point of view, we're not shy. We'll stand up, speak out - even when our voice shakes.
The right focus for the U.S. is on advanced manufacturing - something that requires innovation.
What all of us have to do is to make sure we are using AI in a way that is for the benefit of humanity, not to the detriment of humanity.
Work takes on new meaning when you feel you are pointed in the right direction. Otherwise, it's just a job, and life is too short for that.
If you look at iPod, iPod wasn't viewed as a success, but today it's viewed as an overnight success. The iPhone was the same way. People were writing about there's no physical keyboard. Obviously nobody would want it.
We could build just about anything that you could dream of. But that's not the question. The thing that Beats provides us is a head start. They provide us with incredible people that don't grow on trees.
Music's always been at the heart of Apple. It's deep in our DNA. We've sold Macs to musicians since the beginning of Macs.
The kind of investors we seek are long term because that's how we make our decisions.
Augmented reality will take some time to get right, but I do think that it's profound.
All of us technology companies need to create some tools that help diminish the volume of fake news. We must try to squeeze this without stepping on freedom of speech and of the press, but we must also help the reader.
I think that some people will never buy a computer because I think now we're at the point where the iPad does what some people want to do with their PCs.
I think the most diverse group will produce the best product; I firmly believe that.
When we launch a product, we're already working on the next one. And possibly even the next, next one.
I don't subscribe to the view some people have in the industry that you should purposefully design products that do not last that long. I don't think it is good for anyone.
We don't collect a lot of your data and understand every detail about your life. That's just not the business that we are in.
National security always matters, obviously. But the reality is that if you have an open door in your software for the good guys, the bad guys get in there, too.
It wasn't very long ago when you wouldn't even think about there being health information on the smartphone. There's financial information. There's your conversations; there's business secrets. There's probably more information about you on here than exists in your home.
We see that in the top problems in the world between haves and have-nots, generally we find that the root cause is education.
The way we look at manufacturing is this: the U.S.'s strategy should be to skate where the puck is going, not where it is.
We didn't make the first mp3, smartphone, or tablet. But you can say we made the first modern mp3, smartphone, and tablet. And I think now we're making the first modern smartwatch.
You don't have to choose between doing good and doing well. It's a false choice, today more than ever.
We generally acquire a company every three to four weeks on average. And so it's a rare month that there's not a company being bought. We typically buy for technology and really great people.
It's not what Apple and Beats are doing today. It's what we believe pairing the two together can produce for the future.
Virtual reality sort of encloses and immerses the person into an experience that can be really cool but probably has a lower commercial interest over time. Less people will be interested in that, but there are some really cool areas there for education and gaming that we have a lot of interest in.
When you're an engineer, you want to analyze things a lot. But if you believe that the most important data points are people, then you have to make conclusions in relatively short order. Because you want to push the people who are doing great. And you want to either develop the people who are not or, in a worst case, they need to be somewhere else.
We think coding should be required in every school because it's as important as any kind of second language.
Hopefully, people will look at our stance on privacy in general and know that we're not trying to operate outside of a fairly distinct line that we're drawing. I hope that people trust us to do the right thing there.
I personally think 3D Touch is a game changer. I find that my efficiency is way up with 3D touch because I can go through so many emails so quickly.
We are constantly auditing our supply chain. Making sure that safety standards are - are, you know, are the highest. We're making sure that working conditions are the highest.
This is Steve's company. This is still Steve's company. It was born that way; it's still that way. And so his spirit, I think, will always be the DNA of this company.
The pre-owned market allows us to reach customers who really want an Apple device but can't really reach that point. I think it is great for people, or otherwise, we wouldn't we doing it. If we were not proud of the product, we wouldn't be doing it.
Our values are that we do think that people have a right to privacy. And that our customers are not our products.
We shouldn't all be fixated just on what's not available. We should take a step back and look at the total that's available, because there's a mountain of information about us.
