“Apple Watch is the most personal device we’ve ever created.”

If you want me to do things only for ROI reasons, you should get out of this stock.

Nobody wants to buy sour milk.

Everybody doesn’t want to have to be a computer scientist to protect themselves. Most people have no desire to do that.

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.

Apple Stores Offer the Best Buying Experience and Customer Service On The Planet

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

Creativity is people who care enough to keep thinking about something until they find the simplest way to do it.

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

Right to privacy is really important. You pull that brick out and another and pretty soon the house falls.

You can’t have a back door that’s only for the good guys.

I love museums. But I don’t want to live in one.

For the most important decisions in your life, trust your intuition, and then work with everything you have, to prove it right.

Intuition is critical in virtually everything you do. But, without relentless preparation and execution, it is meaningless.

If I’m expected to keep your messages, and everybody else’s, then there should be a law that says, you need to keep all of these.

Most business models have focused on self interest instead of user experience. Those are the kinds of problems we solve to solve.

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.

I believe it is our own misperceptions of who we really are that leads to every self-created hell you’ll find in this world.

Don’t panic and lose hope even if there’s a mountain in your pathtalk to the One who created the mountains.

What was created by the era of the proper gentleman was excellent table manners and genocide over most of the surface of the planet.

Love is the effort and desire to make someone else everything they were created to be.

I find men’s clothing fascinating because sometime between, say, 1930 and 1936 a handful of basic shapes were created and still prevail as a sort of scale of expression, with which every man can project his own personality and his own dignity.

I don’t mind that I’ve created an identity around what I do.

A historical property has morals and ethics of the society that created it and it can be revived. What I mean is that we can discover new possibilities from the process of dismantling, transforming, and recreating.

We trained them, we arranged for the weapons to reach them, we created networks.