“I’m a country boy at the end of the day. I’m going to pick up the phone and tell you I’m going to sue you.”

I don’t consider myself an activist, but I realize how much I’ve benefited from the sacrifice of others.

If those of us in positions of responsibility fail to do everything in our power to protect the right of privacy, we risk something far more valuable than money. We risk our way of life.

I don’t really think anything Microsoft does puts pressure on 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.

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.

Half of today is better than all of tomorrow.

Every day, do something selfless for someone else that takes under five minutes.

There is one day that is ours. Thanksgiving Day is the one day that is purely American.

You eat and sleep it all day long and play on the streets until mom calls you in.

Each of us, when our day’s work is done, must seek our ideal, whether it be love or pinochle or lobster à la Newburg, or the sweet silence of the musty bookshelves.

The older you get, the more fragile you understand life to be. I think that’s good motivation for getting out of bed joyfully each day.

One day in the shower, you figure it out. It’s a special day in a man’s life. I was like, ‘Oh, I found me a hobby.’

A typical day for me is I’m writing when I’m not directing.