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The largest lesson I learned from Steve was that the joy in life is in the journey, and I saw him live this every day.

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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

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Certainly some things that are very good can sometimes be used in a bad way.
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Apple is this great American company that could have only happened here.
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I believe that if you took privacy and you said, I’m willing to give up all of my privacy to be secure. So you weighted it as a zero.
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A lot of companies have innovation departments, and this is always a sign that something is wrong when you have a VP of innovation or something. You know, put a for-sale sign on the door.
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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

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In my view the tablet and the PC are different. You can do things with the tablet if you are not encumbered by the legacy of the PC.
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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Those who try to achieve success without hard work ultimately deceive themselves-or worse-deceive others.
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Gaming has kind of evolved a bit. More people play on portable devices.
TIM COOK

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From our point of view it’s important that Apple not be the developer for the world.
TIM COOK

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

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I am driven by great work and seeing people do incredible things and having a part in that.
TIM COOK

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We do a lot of things for reasons besides profit motive. We want to leave the world better than we found it.
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Apple Pay is forever changing the way we pay for things.
TIM COOK

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