“Apple Watch is the most personal device we’ve ever created.”

It is possible to be aware of God at all times.

Apple has a culture of excellence that is, I think, so unique and so special. I’m not going to witness or permit the change of it.

It’s the privilege of a lifetime for me to work with the most innovative people on Earth.

You can only do so many things great, and you should cast aside everything else.

In the long arc of time, you are only relevant if customers love you.

We make the best phone, we don’t make the most phones.

People are running huge enterprises off of hacking and stealing data.

We’re very simple people at Apple. We focus on making the world’s best products and enriching people’s lives.

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.

No one should have a key that turns a billion locks. It shouldn’t exist.

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

Our new watches are made entirely of double super gold. They are just a piece of gold that you can wear to the left, right, or directly on top of the other gold you own.

Price is rarely the most important thing. A cheap product might sell some units.

Creativity and innovation are something you can’t flowchart out. Some things you can, and we do, and we’re very disciplined in those areas. But creativity isn’t one of those.

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

What makes Siri cool is she has a personality.

What was created by the era of the proper gentleman was excellent table manners and genocide over most of the surface of the planet.

Love is the effort and desire to make someone else everything they were created to be.

I find men’s clothing fascinating because sometime between, say, 1930 and 1936 a handful of basic shapes were created and still prevail as a sort of scale of expression, with which every man can project his own personality and his own dignity.

I don’t mind that I’ve created an identity around what I do.

A historical property has morals and ethics of the society that created it and it can be revived. What I mean is that we can discover new possibilities from the process of dismantling, transforming, and recreating.

We trained them, we arranged for the weapons to reach them, we created networks.

Silence and stillness are not states and therefore cannot be produced or created. Silence is the non-state in which all states arise and subside. Silence, stillness and awareness are not states and can never be perceived in their totality as objects.

The goal of Buddhism is to create Buddhas, not Buddhists, as the goal of Christianity is to create Christs, not Christians.