Tim Cook
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.Collection: Courage
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.Collection: Best
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.Collection: Experience
Our goal has never been to make the most. It's always been to make the best.Collection: Best
You want to be the pebble in the pond that creates the ripple for change.Collection: Change
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.Collection: Technology
I hope people remember me as a good and decent man. And if they do, then that's success.Collection: Success
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.Collection: Knowledge
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.Collection: Experience
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.Collection: Change
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.Collection: Equality
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.Collection: Change
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.
Let your joy be in your journey - not in some distant goal.
Life is fragile. We're not guaranteed a tomorrow so give it everything you've got.
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.
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 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.
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.
You can only do so many things great, and you should cast aside everything else.
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.
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.
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.
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.
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.
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.
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.
You don't have to choose between doing good and doing well. It's a false choice, today more than ever.
I learned that focus is key. Not just in your running a company, but in your personal life as well.
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.
I've always hated litigation, and I continue to hate it.
Anything can change, because the smartphone revolution is still in the early stages.
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?'
I think the most diverse group will produce the best product; I firmly believe that.
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.
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.
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.
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.
I don't really think anything Microsoft does puts pressure on Apple.
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.
You can converge a toaster and a refrigerator, but those things are probably not going to be pleasing to the user.
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.
Our values are that we do think that people have a right to privacy. And that our customers are not our products.
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.
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.
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.
To whom much is given, much is expected. I do believe this. It's embedded in me.
We think coding should be required in every school because it's as important as any kind of second language.
People like things they can do now, not just think about.