We are the most focused company that I know of or have read of or have any knowledge of. We say no to good ideas every day. We say no to great ideas in order to keep the amount of things we focus on very small in number, so that we can put enormous energy behind the ones we do choose... It's not just saying yes to the right products, it's saying no to many products that are good ideas, but just not nearly as good as other ones.
Tim Cook
I've always hated litigation and I continue to hate it. We just want people to invent their own stuff. So if we could get some kind of arrangement where we could be assured that's the case in a fair settlement on the stuff that's occurred, I would highly prefer to settle versus battle. But the key thing is that it's very important that Apple not become the developer for the world. We need people to invent their own stuff.
competition innovation business apple
About Apple coming up with new products
We have zero issue coming up with things we want to do. We must focus on the very few that deserve all our energy.
focus apple
We're very simple people at Apple. We focus on making the world's best products and enriching people's lives.
apple
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.
innovation apple
Our business is not based on having information about you. You're not our product. Our product are these, and this watch, and Macs, and so forth. And so we run a very different company. I think everyone has to ask, how do companies make their money? Follow the money. And if they're making money mainly by collecting gobs of personal data, I think you have a right to be worried.
privacy apple
We do a lot of things for reasons besides profit motive. We want to leave the world better than we found it.
better-world apple
Apple has lost a visionary and creative genius, and the world has lost an amazing human being.
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