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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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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
From an app point of view, if you looked at innovation on the PC, you’d be hard pressed to find companies innovating. The list is small.
TIM COOK

App Companies From Hard Innovating Innovation List Look Point Press Small View
Price is rarely the most important thing. A cheap product might sell some units.
TIM COOK

Cheap Important might Most Price Product Sell Some Thing Unit
What makes Siri cool is she has a personality.
TIM COOK

Cool Has Make Personality Sir
I am driven by great work and seeing people do incredible things and having a part in that.
TIM COOK

Driven Great Incredible People Seeing Thing Work
Right to privacy is really important. You pull that brick out and another and pretty soon the house falls.
TIM COOK

Another Brick Fall House Important Pretty Privacy Pukl Right Some Soon
We wouldn’t be able to buy things online, because your credit cards – they’ve probably been ripped off anyway, but they would be ripped off left and right every day if there wasn’t encryption.
TIM COOK

Able Anyway Buy Card Credit Encryption Keftm Right Money Online Ripped
I don’t think Apple has to own a content business.
TIM COOK

Apple Business Content Own Think
In my view the tablet and the PC are different. You can do things with the tablet if you are not encumbered by the legacy of the PC.
TIM COOK

Different Encumbered Legacy Table Thing View
You are more powerful than you think.
TIM COOK

Energy More Positive Powerful Think
I think that [there is] this fundamental right to privacy and the philosophy that government shouldn’t be intrusive.
TIM COOK

Fundamental Government Intrusive Philosophy Privacy Right Think
No matter what you do next, the world needs your energy, your passion, your impatience for progress. Don’t shrink from risk. And tune out those critics and cynics.
TIM COOK

Critics Cynics Energy Impatience Matter Need Next Passion Progress Risk Shrink Tune
Where we might go in the future, we’ll see. Customers love games. I’m not interested in being in the console business in what is thought of as traditional gaming. But Apple is a big player today and things in the future will only make that bigger.
TIM COOK

Bigger Business Customer Future Game Interest Make might Today Traditional
I am who I am, and I’m focused on that, and being a great CEO of Apple.
TIM COOK

Apple Being CEO Focus Great
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.
TIM COOK

Business Company Complacency Customer Lulling Most Prominent Silicon Some Speak Successful Valley
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

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