We do a lot of things for reasons besides profit motive. We want to leave the world better than we found it.
Tim Cook
Let your joy be in your journey - not in some distant goal.
journey goal
I learned that focus is key, not just in running a company, but in your personal life as well
life focus
And that's what everyone at Apple is focused on - pushing forward and creating the future.
innovation focus
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.
focus apple
I remember what it was like to grow up in the South in the 1960s and 1970s. Discrimination isn't something that's easy to oppose. It doesn't always stare you in the face. It moves in the shadows. And sometimes it shrouds itself within the very laws meant to protect us.
law discrimination
We're very simple people at Apple. We focus on making the world's best products and enriching people's lives.
apple
For the most important decisions in your life, trust your intuition, and then work with everything you have, to prove it right.
commitment decision intuition
No matter what you do next, the world needs your energy, your passion, your impatience for progress. Don't shrink from risk. And tune out those critics and cynics. History rarely yields to one person, but think, and never forget, what happens when it does. That can be you. That should be you. That must be you.
history risk
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.
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
Honestly, we'll compete with everybody. I love competition. As long as people invent their own stuff, I love competition.
competition innovation
Price is rarely the most important thing. A cheap product might sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.
cheap
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
better-world apple
Apple has lost a visionary and creative genius, and the world has lost an amazing human being.
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