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Let your joy be in your journey, not in some distant goal.

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

Business Experience Focus Immterst Instead Model Most Problem Sell Solve User
Apple has lost a visionary and creative genius, and the world has lost an amazing human being.
TIM COOK

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

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We’re talking about a world where the PC is no longer the center, but just a devicewhere your new devices need to be more portable, more personal.
TIM COOK

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Without encryption, you and I wouldn’t be able to do our banking online.
TIM COOK

Able Banking Encryption Online
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.
TIM COOK

Apple Company Everything Gobbling Kind Learn Monetize Need Require Think Try Wrong
I learned that focus is key. Not just in your running a company, but in your personal life as well.
TIM COOK

Company Focus Learn Life Well Personal Run
From our point of view it’s important that Apple not be the developer for the world.
TIM COOK

Apple Developer Important The Point View World
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.
TIM COOK

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A great product isn’t just a collection of features. It’s how it all works together.
TIM COOK

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

Computer Desire Everybody Have Most People Protect Scientist Themselves Want
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 COOK

Choose Energy Enor Focus Good Great Idea Isea Keep Member One Ous Product Say Small
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.
TIM COOK

Base Business Country Different Forth Information People Person Product Very Watch
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.
TIM COOK

Different Discrimination Dyas Early Experience Fear Majority Many People Root Since Type
The government should always be the one defending civil liberties.
TIM COOK

Always Covil Defend Government Liberty Shoul
For the most important decisions in your life, trust your intuition, and then work with everything you have, to prove it right.
TIM COOK

Decision Everything Important Intuition Life Mist Prove Right Trust Work

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