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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.

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

I just want to build great products.
TIM COOK

Build Great Product Want
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

Apple Company Everything Gobbling Kind Learn Monetize Need Require Think Try Wrong
Apple Pay is forever changing the way we pay for things.
TIM COOK

Apple Change Forever Pay Thing Way
A lot of companies have innovation departments, and this is always a sign that something is wrong when you have a VP of innovation or something. You know, put a for-sale sign on the door.
TIM COOK

Always Company Department Door Innovation Know Lot Sign Something
I remember what it was like to grow up in the South in the 1960s and 1970s.
TIM COOK

Growm South Remember Year
You can only do so many things great, and you should cast aside everything else.
TIM COOK

Aside Else Everything Great Many Only Thing
There are times in all of our lives when a reliance on gut or intuition just seems more appropriate – when a particular course of action just feels right.
TIM COOK

Action All Appropriate Course Feel Gut Intuition Live Particular Reliance Right Seem Times
You can’t have a back door that’s only for the good guys.
TIM COOK

Back Door Good Guy Only
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

Care Energy Finish Name Painting Someone
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
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
Apple Stores Offer the Best Buying Experience and Customer Service On The Planet
TIM COOK

Apple Best Buy Customer Experience Planet Service Store
America is always stronger when we do things together.
TIM COOK

Always Country Stronger Thing Together
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
Open to everyone, regardless of where they come from, what they look like, how they worship or who they love.
TIM COOK

Come Everyone Like Look Love Open Quater Regardless Worship
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.
TIM COOK

Ahead Apple Best Confident Continue Lie Magical Make Place Together Year

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