While infusing technology with humanity, we are trying to make sure it's used for good and also trying to foresee some of the ways it can be used in a bad way and eliminate those.
— Tim Cook
I am very bullish on India because of its people, its culture, and the leadership. I love the culture and warmth of people.
I think each person, if you're a CEO, the most important thing is to have - to me, is to pick people around you that aren't like you, that complement you. Because you want to build a puzzle; you don't want to stack Chiclets up and have everyone be the same. And so I believe in diversity with a capital D.
We try to continually push ourselves to do more and more, not just on the hardware side but also in terms of developers' tools so they can take advantage of the hardware that's there, in the best way.
People love our products. They love using our services. All of this, to me, equals great opportunity.
The most important thing is, Do you have the courage to admit that you're wrong? And do you change? The most important thing to me as a CEO is that we keep the courage.
When Apple looks at what categories to enter, we ask these kinds of questions: What are the primary technologies behind this? What do we bring? Can we make a significant contribution to society with this? If we can't, and if we can't own the key technologies, we don't do it.
I think it's smart for the United States to have some kind of tax revenue for international earnings - if that tax were reasonable.
I hope people remember me as a good and decent man. And if they do, then that's success.
I think of a traditional CEO as being divorced from customers. A lot of consumer company CEOs - they're not really interacting with consumers.
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.
Let your joy be in your journey - not in some distant goal.
We have to make sure, at Apple, that we stay true to focus, laser focus - we know we can only do great things a few times, only on a few products.
I'd rather Apple cannibalize Apple than somebody else cannibalize Apple.
You can focus on things that are barriers or you can focus on scaling the wall or redefining the problem.
I think two people with strong points of view can appreciate each other even more.
You can only do so many things great, and you should cast aside everything else.
Market in India is big enough for several brands. For us, it's about innovation, making best product, and making the ecosystem better and better. If we do that well, then more people will switch from Android to iOS.
To me, this is the perfect marriage. There's no friction. There's just, we have what they need, they have what we need. And so IBM is in the process, with our help, of designing many different apps for many different verticals.
It's hard to edit. It's hard to stay focused. And yet, we know we'll only do our best work if we stay focused. And so, you know, the hardest decisions we made are all the things not to work on, frankly.
It gives me a lot of energy to talk to developers or meet students in classrooms who are using our technology to help learn faster and better. Watching them pursue their passion.
People like things they can do now, not just think about.
We have never said that we're perfect. We've said that we seek that. But we sometimes fall short.
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.
When you care about people's happiness and productivity, you give them what brings out the best in them and their creativity. And if you give them a choice, they'll say, 'I want an iPhone,' or 'I want a Mac.' We think we can win a lot of corporate decisions at that level.
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.
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.
The reality is, is that we love competition, at Apple. We think it makes us all better. But we want people to invent their own stuff.
You know, this iPhone, as a matter of fact, the engine in here is made in America. And not only are the engines in here made in America, but engines are made in America and are exported. The glass on this phone is made in Kentucky. And so we've been working for years on doing more and more in the United States.
From an app point of view, if you looked at innovation on the PC, you'd be hard pressed to find companies innovating. The list is small.
Apple doesn't do hobbies as a general rule.
I don't really think anything Microsoft does puts pressure on Apple.
Price is rarely the most important thing. A cheap product might sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.
Every time I meet Prime Minister Modi and listen to him and then see his actions, including GST, I see bold things that I don't see in any other place. I am super impressed and optimistic.
We collectively, to get things done, work together as a team. Because the work really happens horizontally in our company, not vertically. Products are horizontal. It takes hardware plus software plus services to make a killer product.
I'm excited about Augmented Reality because unlike Virtual Reality, which closes the world out, AR allows individuals to be present in the world but hopefully allows an improvement on what's happening presently.
Prior to the App Store, the chances of that happening, of somebody really young forming a company and in a period of no time really becoming a global provider of a game or something else, it really didn't happen. Now there are these success stories popping up everywhere.
I've been thinking about 'The Jetsons' since I was a kid. But occasionally, you want 'The Jetsons' to come to reality. That's what Apple is so great at: Productizing things and bringing them to you so you can be a part of it.
Everybody in technology seems to want big numbers. Steve never got carried away with that. He focused on making the best.
When technological advancement can go up so exponentially, I do think there's a risk of losing sight of the fact that tech should serve humanity, not the other way around.
At one point in time, you had to choose, 'Do you want to do consumer or enterprise?' But the reality today is a bit different: Enterprises are a collection of consumers.
Our goal has never been to make the most. It's always been to make the best.
My view on working with any government in the world is that there are things that you will agree upon and things that you will not. And you don't want to let the things you don't mean that you don't have any interface.
We don't really look at the stock, you know? Because for us, it's about the long term. And so we're very much focused on long-term shareholder value but not the short-term kind of stuff.
We're very simple people at Apple. We focus on making the world's best products and enriching people's lives.
Our whole role 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.
To whom much is given, much is expected. I do believe this. It's embedded in me.
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.
Anything can change, because the smartphone revolution is still in the early stages.
