If You Don't Cannibalize Yourself, Someone Else

If I Were Running Apple, I Would Milk The Macintosh For All It's Worth - And Get Busy On The Next Great Thing. The Pc Wars Are Over. Done. Microsoft Won A Long Time Ago.

There's No Other Company That Could Make A Macbook Air And The Reason Is That Not Only Do We Control The Hardware, But We Control The Operating System. And It Is The Intimate Interaction Between The Operating System And The Hardware That Allows Us To Do That. There Is No Intimate Interaction Between Windows And A Dell Notebook.

No One Is Going To Buy A Big Phone.

We're Not Going To Be The First To This Party, But We're Going To Be The Best.

Our Dna Is As A Consumer Company - For That Individual Customer Who's Voting Thumbs Up Or Thumbs Down. That's Who We Think About. And We Think That Our Job Is To Take Responsibility For The Complete User Experience. And If It's Not Up To Par, It's Our Fault, Plain And Simply.