So I had to figure out for myself what was right and true. It was a search. It was a process. It drew on the moral sense that I’d learned from my parents, and in church, and in my own heart, and led me on my own journey of discovery.
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.
There’s a mountain of information about us. I mean there’s so much. Anyway, I’m not an intelligence person. But I just look at it and it’s a mountain of data.
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.
Our whole goal in life is to give you something you didn’t know you wanted and then once you get it, you can’t imagine your life without it… and you can count on apple doing that.
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.
