“Nobody wants to buy sour milk.”

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.

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.

My business is not reading your messages. I don’t have a business doing that. And it’s against my values to do that. I don’t want to read your private stuff.

I don’t consider myself an activist, but I realize how much I’ve benefited from the sacrifice of others.

If those of us in positions of responsibility fail to do everything in our power to protect the right of privacy, we risk something far more valuable than money. We risk our way of life.

I don’t really think anything Microsoft does puts pressure on Apple.

Our business is not based on having information about you. You’re not our product. Our product are these, and this watch, and Macs and so forth. And so we run a very different company.

It is possible to be aware of God at all times.

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.

It’s the privilege of a lifetime for me to work with the most innovative people on Earth.

You can only do so many things great, and you should cast aside everything else.

In the long arc of time, you are only relevant if customers love you.

We make the best phone, we don’t make the most phones.

People are running huge enterprises off of hacking and stealing data.

We’re very simple people at Apple. We focus on making the world’s best products and enriching people’s lives.

Companies that get confused, that think their goal is revenue or stock price or something. You have to focus on the things that lead to those.