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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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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
A few years ago, users of Internet services began to realize that when an online service is free, you’re not the customer. You’re the product.
TIM COOK

Ago Began Online Customer Interest Product Service User Year
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
I remember what it was like to grow up in the South in the 1960s and 1970s.
TIM COOK

Growm South Remember Year
Intuition is critical in virtually everything you do. But, without relentless preparation and execution, it is meaningless.
TIM COOK

Critical Everything Execution Glenties Intuition Meaningless Preparation Virtually
I don’t really think anything Microsoft does puts pressure on Apple.
TIM COOK

Anything Apple Microsoft Pressure Really 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
Everybody doesn’t want to have to be a computer scientist to protect themselves. Most people have no desire to do that.
TIM COOK

Computer Desire Everybody Have Most People Protect Scientist Themselves Want
If I’m working with you for several months on things, if I have a relationship with you, and I decide one day I’m going to sue you,
TIM COOK

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The iPad remains Apple’s second bestselling product – all the more reason why the iPad Pro needs to be “big” in every sense of the word.
TIM COOK

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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
You can focus on things that are barriers or you can focus on scaling the wall or redefining the problem.
TIM COOK

Barries Focus Problem Redefine Scale Thing
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
Discrimination, in all its forms, is bad for business.
TIM COOK

Bsuienss Discrimination Form Nbad
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
Our message, to people around the country and around the world, is this: Apple is open.
TIM COOK

Apple Around Country Message Open People World

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