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
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.Tim Cook
It's not what Apple and Beats are doing today. It's what we believe pairing the two together can produce for the future.Tim Cook
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.Tim Cook
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 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.Tim Cook
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.Tim Cook
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.Tim Cook
We think coding should be required in every school because it's as important as any kind of second language.Tim Cook
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.Tim Cook
