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

In the world of cyber security, the last thing you want is to have a target painted on you.

Apple has lost a visionary and creative genius, and the world has lost an amazing human being.

The government should always be the one defending civil liberties.

I’m a country boy at the end of the day. I’m going to pick up the phone and tell you I’m going to sue you.

Honestly, we’ll compete with everybody. I love competition. As long as people invent their own stuff, I love competition.

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.

We can’t take all of our energy and all of our care and finish the painting, then have someone else put their name on it.

The worst thing in the world that can happen to you if you’re an engineer that has given his life to something is for someone to rip it off and put their name to it.

I am confident our best years lie ahead of us and that together we will continue to make Apple the magical place that it is.

Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.

Open to everyone, regardless of where they come from, what they look like, how they worship or who they love.

Discrimination isn’t something that’s easy to oppose. It doesn’t always stare you in the face. It moves in the shadows. And sometimes it shrouds itself within the very laws meant to protect us.

I think that [there is] this fundamental right to privacy and the philosophy that government shouldn’t be intrusive.

We are the most focused company that I know of or have read of or have any knowledge of. We say no to good ideas every day.

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.

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

Personally, I rather think that if you’re not creative you’ve got a problem on your hands. If you are creative you’ve got a double problem.

Put your own twist to it. That’s how you say relevant. Or things get old and boring.

Creativity is the key for any child with dyslexia, or for anyone for that matter. Then you can think outside of the box. Teach them anything is attainable. Let them run with what you see is whatever they need to run with.

Creativity has a lot to do with the main idea. Inspiration is what comes when you are dealing with the idea. But inspiration won’t invite what’s not there to begin with.

Creativity has much to do with experience, observation and imagination, and if any one of those key elements is missing, it doesn’t work.

Creativity happens where it’s dangerous and scary: where you’re not comfortable.

Forced idleness evolves into beauty.

I found out that there weren’t too many limitations, if I did it my way.