Quotes of All Topics . Occasions . Authors
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.
I think it's smart for the United States to have some kind of tax revenue for international earnings - if that tax were reasonable.
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.
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.
We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.
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.
The iPad remains Apple's second bestselling product - all the more reason why the iPad Pro needs to be "big" in every sense of the word.
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.
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 think of a traditional CEO as being divorced from customers. A lot of consumer company CEOs - they're not really interacting with consumers.
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.
A few years ago, users of Internet services began to realize that when an online service is free, you're not the customer. You're the product.
It's clear why hacking communities are [growing]. Because it's like, there's a lot more gold there. There's a lot more to steal than ever before.
We're talking about a world where the PC is no longer the center, but just a devicewhere your new devices need to be more portable, more personal.
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.
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.
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.
The reality of today from a cyber security point of view - I think some of the top people predict that the next big war is fought on cyber security.
I don't own encryption, Apple doesn't own encryption. Encryption, as you know, is everywhere. In fact some of encryption is funded by our government.
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.
There are times in all of our lives when a reliance on gut or intuition just seems more appropriate - when a particular course of action just feels right.
My business is not reading your messages. I don't have a business doing that. And it's against my values to do that. I don't want to read your private stuff.
There's a mountain of information about us. I mean there's so much. Anyway, I'm not an intelligence person. But I just look at it and it's a mountain of data.
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.
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.
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.
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?'
The worst thing in the world that can happen to you if you're an engineer that has given his life to something is for someone to rip it off and put their name to it.
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 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.
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.
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.
We have three post-PC devices: the iPod, the iPhone, and the iPad, the revolutionary device that defined a whole new categoryit's outstripping the wildest of predictions.
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.
When I think of civil liberties I think of the founding principles of the country. The freedoms that are in the First Amendment. But also the fundamental right to privacy.
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.
When I go into my living room and turn on the TV, I feel like I have gone backwards in time by 20 to 30 years. It's an area of intense interest. I can't say more than that.
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?
Since these early days, I have seen and have experienced many types of discrimination and all of them were rooted in the fear of people that were different than the majority.
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.
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.
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.
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.
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.
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.
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 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.
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.
If those of us in positions of responsibility fail to do everything in our power to protect the right of privacy, we risk something far more valuable than money. We risk our way of life.