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

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From our point of view it’s important that Apple not be the developer for the world.
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The iPad remains Apple’s second bestselling product – all the more reason why the iPad Pro needs to be “big” in every sense of the word.
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Today, we are pleased to announce the biggest advancement in iPhone.
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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.
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Price is rarely the most important thing. A cheap product might sell some units.
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