We're very simple people at Apple. We focus on making the world's best products and enriching people's lives.Tim Cook
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.Tim Cook
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.Tim Cook
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.Tim Cook
You can focus on things that are barriers or you can focus on scaling the wall or redefining the problem.Tim Cook
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.Tim Cook
I learned that focus is key. Not just in your running a company, but in your personal life as well.Tim Cook
