“I love museums. But I don’t want to live in one.”

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 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 the other ones.

Without encryption, you and I wouldn’t be able to do our banking online.

We’re talking about a world where the PC is no longer the center, but just a devicewhere your new devices need to be more portable, more personal.

We do a lot of things for reasons besides profit motive. We want to leave the world better than we found it.

The largest lesson I learned from Steve was that the joy in life is in the journey, and I saw him live this every day.

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.

You want to be the pebble in the pond that creates the ripples for change.

If I’m working with you for several months on things, if I have a relationship with you, and I decide one day I’m going to sue you,

Apple is this great American company that could have only happened here.

Security isn’t just a feature, it’s a base, it’s a fundamental, right.