We say no to great ideas in order to keep the amount of things we focus on very small in number so that we can put enormous energy behind the ones we do choose…..It’s not just saying yes to the right products, it’s saying no to many products that are good ideas, but just not nearly as good as the other ones.
TIM COOKHonestly, we’ll compete with everybody. I love competition. As long as people invent their own stuff, I love competition.
More Tim Cook Quotes
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What makes Siri cool is she has a personality.
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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.
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I believe that if you took privacy and you said, I’m willing to give up all of my privacy to be secure. So you weighted it as a zero.
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People are running huge enterprises off of hacking and stealing data.
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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.
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To whom much is given, much is expected. I do believe this. It’s embedded in me.
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I don’t really think anything Microsoft does puts pressure on Apple.
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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.
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We make the best phone, we don’t make the most phones.
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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.
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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.
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Apple has lost a visionary and creative genius, and the world has lost an amazing human being.
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Excellence has become a habit.
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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






