It turns out that people - in every country in the world, there's a segment of buyer that wants the best product and the best experience. And that's what we're about providing.
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.
I think of a traditional CEO as being divorced from customers. A lot of consumer company CEOs - they're not really interacting with consumers.
France has always had a special place for Apple. This is the best place to discover and chat with all musicians, graphic designers, designers, or photographers who use our products. There is such creative energy.
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.
We think coding should be required in every school because it's as important as any kind of second language.
We collectively, to get things done, work together as a team. Because the work really happens horizontally in our company, not vertically. Products are horizontal. It takes hardware plus software plus services to make a killer product.
I think each person, if you're a CEO, the most important thing is to have - to me, is to pick people around you that aren't like you, that complement you. Because you want to build a puzzle; you don't want to stack Chiclets up and have everyone be the same. And so I believe in diversity with a capital D.
When you're an engineer, you want to analyze things a lot. But if you believe that the most important data points are people, then you have to make conclusions in relatively short order. Because you want to push the people who are doing great. And you want to either develop the people who are not or, in a worst case, they need to be somewhere else.
You can converge a toaster and a refrigerator, but those things are probably not going to be pleasing to the user.
I hope people remember me as a good and decent man. And if they do, then that's success.
We try to continually push ourselves to do more and more, not just on the hardware side but also in terms of developers' tools so they can take advantage of the hardware that's there, in the best way.
The pre-owned market allows us to reach customers who really want an Apple device but can't really reach that point. I think it is great for people, or otherwise, we wouldn't we doing it. If we were not proud of the product, we wouldn't be doing it.
All of us technology companies need to create some tools that help diminish the volume of fake news. We must try to squeeze this without stepping on freedom of speech and of the press, but we must also help the reader.
You don't have to choose between doing good and doing well. It's a false choice, today more than ever.
I think it's smart for the United States to have some kind of tax revenue for international earnings - if that tax were reasonable.
I personally think 3D Touch is a game changer. I find that my efficiency is way up with 3D touch because I can go through so many emails so quickly.
To whom much is given, much is expected. I do believe this. It's embedded in me.
We think the government should be pushing for more encryption. That it's a great thing. You know, it's like the sun and the air and the water.
You know, this iPhone, as a matter of fact, the engine in here is made in America. And not only are the engines in here made in America, but engines are made in America and are exported. The glass on this phone is made in Kentucky. And so we've been working for years on doing more and more in the United States.
