“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.”

The worst thing in the world that can happen to you if you’re an engineer that has given his life to something is for someone to rip it off and put their name to it.

I am confident our best years lie ahead of us and that together we will continue to make Apple the magical place that it is.

Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.

Open to everyone, regardless of where they come from, what they look like, how they worship or who they love.

Discrimination isn’t something that’s easy to oppose. It doesn’t always stare you in the face. It moves in the shadows. And sometimes it shrouds itself within the very laws meant to protect us.

I think that [there is] this fundamental right to privacy and the philosophy that government shouldn’t be intrusive.

We are the most focused company that I know of or have read of or have any knowledge of. We say no to good ideas every day.

I’m speaking to you from Silicon Valley, where some of the most prominent and successful companies have built their businesses by lulling their customers into complacency about their personal information.

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

There’s something very dangerous happening in states across the country.

You are more powerful than you think.

Certainly some things that are very good can sometimes be used in a bad way.

When I think of civil liberties I think of the founding principles of the country. The freedoms that are in the First Amendment. But also the fundamental right to privacy.

Gaming has kind of evolved a bit. More people play on portable devices.

I just want to build great products.

I despise politics. There is no room for it in a company. My life is going to be way too short to deal with that.