Quotes from Tim Cook

I don't think Apple has to own a content business.

We didn't make the first mp3, smartphone, or tablet. But you can say we made the first modern mp3, smartphone, and tablet. And I think now we're making the first modern smartwatch.

In my view the tablet and the PC are different. You can do things with the tablet if you are not encumbered by the legacy of the PC.

You don't have to choose between doing good and doing well. It's a false choice, today more than ever.

From an app point of view, if you looked at innovation on the PC, you'd be hard pressed to find companies innovating. The list is small.

We don't collect a lot of your data and understand every detail about your life. That's just not the business that we are in.

Life is fragile. We're not guaranteed a tomorrow so give it everything you've got.

Every time I meet Prime Minister Modi and listen to him and then see his actions, including GST, I see bold things that I don't see in any other place. I am super impressed and optimistic.

I think the most diverse group will produce the best product; I firmly believe that.

When you care about people's happiness and productivity, you give them what brings out the best in them and their creativity. And if you give them a choice, they'll say, 'I want an iPhone,' or 'I want a Mac.' We think we can win a lot of corporate decisions at that level.

We have never said that we're perfect. We've said that we seek that. But we sometimes fall short.

When technological advancement can go up so exponentially, I do think there's a risk of losing sight of the fact that tech should serve humanity, not the other way around.

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.

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.

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

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.

Our whole role 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.

To whom much is given, much is expected. I do believe this. It's embedded in me.

The kind of investors we seek are long term because that's how we make our decisions.

I learned that focus is key. Not just in your running a company, but in your personal life as well.

It gives me a lot of energy to talk to developers or meet students in classrooms who are using our technology to help learn faster and better. Watching them pursue their passion.

I don't really think anything Microsoft does puts pressure on Apple.

I am who I am, and I'm focused on that, and being a great CEO of Apple.

To me, this is the perfect marriage. There's no friction. There's just, we have what they need, they have what we need. And so IBM is in the process, with our help, of designing many different apps for many different verticals.