Excellence Has Become A Habit.

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.

No One Should Have A Key That Turns A Billion Locks. It Shouldn't Exist.

Our Business Is Not Based On Having Information About You. You’re Not Our Product. Our Product Are These, And This Watch, And Macs And So Forth. And So We Run A Very Different Company. I Think Everyone Has To Ask, How Do Companies Make Their Money? Follow The Money. And If They’re Making Money Mainly By Collecting Gobs Of Personal Data, I Think You Have A Right To Be Worried.

To Whom Much Is Given, Much Is Expected. I Do Believe This. It's Embedded In Me.

I Am Who I Am, And I'm Focused On That, And Being A Great Ceo Of Apple.