You Can Focus On Things That Are

We Make The Best Phone, We Don't Make The Most Phones.

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.

Anything Can Change, Because The Smartphone Revolution Is Still In The Early Stages.

People Are Running Huge Enterprises Off Of Hacking And Stealing Data.

We Believe In Saying No To Thousands Of Projects So That We Can Really Focus On The Few That Are Truly Important And Meaningful To Us.