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Graduates, your values matter. They are your north star. And work takes on new meaning when you feel you’re pointed in the right direction. Otherwise, it’s just a job. And life is too short for that.

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They’re gobbling up everything they can learn about you and trying to monetize it. We think that’s wrong. And it’s not the kind of company that Apple wants to be.
TIM COOK

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

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

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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.
TIM COOK

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

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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.
TIM COOK

Get Gone Great Home Joy Money Somebody Use
A great product isn’t just a collection of features. It’s how it all works together.
TIM COOK

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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.
TIM COOK

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Let your joy be in your journey, not in some distant goal.
TIM COOK

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I don’t think Apple has to own a content business.
TIM COOK

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I am who I am, and I’m focused on that, and being a great CEO of Apple.
TIM COOK

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In the long arc of time, you are only relevant if customers love you.
TIM COOK

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My business is not reading your messages. I don’t have a business doing that. And it’s against my values to do that. I don’t want to read your private stuff.
TIM COOK

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An acorn would never brag about giving shade.
TIM COOK

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We can’t take all of our energy and all of our care and finish the painting, then have someone else put their name on it.
TIM COOK

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I personally admire Steve Jobs not most for what he did, or what he said, but for what he stood for.
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