“Discrimination, in all its forms, is bad for business.”

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.

No one should have a key that turns a billion locks. It shouldn’t exist.

Life is fragile. We’re not guaranteed a tomorrow so give it everything you’ve got.

Our new watches are made entirely of double super gold. They are just a piece of gold that you can wear to the left, right, or directly on top of the other gold you own.

Price is rarely the most important thing. A cheap product might sell some units.

Creativity and innovation are something you can’t flowchart out. Some things you can, and we do, and we’re very disciplined in those areas. But creativity isn’t one of those.

I learned that focus is key. Not just in your running a company, but in your personal life as well.

What makes Siri cool is she has a personality.

And that’s what everyone at Apple is focused on – pushing forward and creating the future.