Everybody in technology seems to want big numbers. Steve never got carried away with that. He focused on making the best.Tim Cook
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.Tim Cook
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.Tim Cook
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.Tim Cook
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.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
