“Honestly, we’ll compete with everybody. I love competition. As long as people invent their own stuff, I love competition.”

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.

And that’s what everyone at Apple is focused on – pushing forward and creating the future.

The longer the meeting, the less is accomplished.

We play at the religious services of the new age. Everybody gets high, and that’s what it’s all about really.

I don’t carry myself as a black person but as a woman that belongs to everybody. After all, it’s the general public that made me – not any one particular group. So I don’t think of myself as belonging to any particular group and never have.

I think it’s too bad that everybody’s decided to turn on drugs, I don’t think drugs are the problem.

I’ve had enough of worrying about everybody else. Now I’m taking care of me.

The thing about music is that nobody listens to it unless it’s real. I don’t think that you can fool anybody for too long in music. And you certainly can’t fool everybody.

I think that the revolution in music is over, and what’s left is a mop-up action. It’s a matter of the news getting out to everybody else.

You know, T can stand for anything. T stand for working hard. T stand for loving thy neighbor. T stand for feeding the hungry. T stand for just working, working, working, being happy on the set, you know, lifting everybody’s spirits. T stands for just a nice guy.

There is some art that says the same thing to everybody. WE need something like that. What that is, I don’t know. But virtual reality may be the key to it.