Augmented reality will take some time to get right, but I do think that it's profound.
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.
We typically don't talk about something until we are about to ship. Not just for AI, but for anything: the comparison is generally what we are shipping compared to what someone else is talking about that is going to happen sometime in the future. A lot of people sell futures, I guess, is the way to think about it.
Our goal has never been to make the most. It's always been to make the best.
The North Star has always been the same, which for us, is about making insanely great products that really change the world in some way - enrich people's lives.
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.
The kind of investors we seek are long term because that's how we make our decisions.
Apple is the only company that can take hardware, software, and services and integrate those into an experience that's an 'aha' for the customer. You can take that and apply to markets that we're not in today.
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 right focus for the U.S. is on advanced manufacturing - something that requires innovation.
You have to find the intersection of doing something you're passionate about and that, at the same time, is in the service of other people. I would argue if you don't find that intersection, you're not going to be very happy.
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.
There have been people that suggest that we should have a back door. But the reality is if you put a back door in, that back door's for everybody - for good guys and bad guys.
Companies that get confused, that think their goal is revenue or stock price or something. You have to focus on the things that lead to those.
My view on working with any government in the world is that there are things that you will agree upon and things that you will not. And you don't want to let the things you don't mean that you don't have any interface.
We have never said that we're perfect. We've said that we seek that. But we sometimes fall short.
You can only do so many things great, and you should cast aside everything else.
People should have values, so by extension, a company should. And one of the things you do is give back. So how do you give back? We give back through our work in the environment, in running the company on renewable energy. We give back in job creation.
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 think two people with strong points of view can appreciate each other even more.
You can focus on things that are barriers or you can focus on scaling the wall or redefining the problem.
Think about what you're passionate about. I did not learn something early enough: if I could go back, I'd tell the younger me that there's a big difference between loving to work and loving the work.
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.
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.
I think the most diverse group will produce the best product; I firmly believe that.
National security always matters, obviously. But the reality is that if you have an open door in your software for the good guys, the bad guys get in there, too.
Work takes on new meaning when you feel you are pointed in the right direction. Otherwise, it's just a job, and life is too short for that.
We could build just about anything that you could dream of. But that's not the question. The thing that Beats provides us is a head start. They provide us with incredible people that don't grow on trees.
Anything can change, because the smartphone revolution is still in the early stages.
If you look at the automobile in many countries, there is a certified pre-owned market for Lexus, BMW, and many other brands. When you buy a high-end smartphone, you can expect the same kind of a situation there.
Everybody in technology seems to want big numbers. Steve never got carried away with that. He focused on making the best.
The way we look at manufacturing is this: the U.S.'s strategy should be to skate where the puck is going, not where it is.
If hearing that the CEO of Apple is gay can help someone struggling to come to terms with who he or she is, or bring comfort to anyone who feels alone, or inspire people to insist on their equality, then it's worth the trade-off with my own privacy.
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.
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 can converge a toaster and a refrigerator, but those things are probably not going to be pleasing to the user.
Prior to the App Store, the chances of that happening, of somebody really young forming a company and in a period of no time really becoming a global provider of a game or something else, it really didn't happen. Now there are these success stories popping up everywhere.
The sidelines are not where you want to live your life. The world needs you in the arena.
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.
What Beats brings to Apple are guys with very rare skills. People like this aren't born every day. They're very rare. They really get music deeply.
We think coding should be required in every school because it's as important as any kind of second language.
We shouldn't all be fixated just on what's not available. We should take a step back and look at the total that's available, because there's a mountain of information about us.
We generally acquire a company every three to four weeks on average. And so it's a rare month that there's not a company being bought. We typically buy for technology and really great people.
I am very bullish on India because of its people, its culture, and the leadership. I love the culture and warmth of people.
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.