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We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.

Tim Cook

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.
TIM COOK

Apple Change Culture Excellence Permit Special Think Unique Witness
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.
TIM COOK

Area Creativity Discipline Innovation One Some Something Thing
Since these early days, I have seen and have experienced many types of discrimination and all of them were rooted in the fear of people that were different than the majority.
TIM COOK

Different Discrimination Dyas Early Experience Fear Majority Many People Root Since Type
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.
TIM COOK

Direction Graduate Job Matter Meaning New North Otherwise Point Right Star Value Work
Let your joy be in your journey, not in some distant goal.
TIM COOK

Detrain Goal Jo Journey Let Some
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.
TIM COOK

Base Business Country Different Forth Information People Person Product Very Watch
In the long arc of time, you are only relevant if customers love you.
TIM COOK

Arc Constoemr Long Love Relevant Time
Anything can change, because the smartphone revolution is still in the early stages.
TIM COOK

Anything Change Easy Revolution Smartphone Stage Still
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.
TIM COOK

Apple Give Goal Imagine Life Once Something Want Whole Without
Most business models have focused on self interest instead of user experience. Those are the kinds of problems we solve to solve.
TIM COOK

Business Experience Focus Immterst Instead Model Most Problem Sell Solve User
Maybe law enforcement would like the ability to turn on the camera on your Mac.
TIM COOK

Ability Camera Enforcement May Turn
An acorn would never brag about giving shade.
TIM COOK

Corn Giving never Shade
Apple Watch is the most personal device we’ve ever created.
TIM COOK

Apple Created Device Ever Most Personal Watch
I love museums. But I don’t want to live in one.
TIM COOK

Live Love Museum Want
So I had to figure out for myself what was right and true. It was a search. It was a process. It drew on the moral sense that I’d learned from my parents, and in church, and in my own heart, and led me on my own journey of discovery.
TIM COOK

Church Discovery Figure Heart led Moral Myself Out Own Parent Process Right Search True
You want to be the pebble in the pond that creates the ripples for change.
TIM COOK

Change Create Pebble Point Ripple Want

We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.

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We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.

Related Topics

Popular Authors

More Tim Cook Quotes