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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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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.
TIM COOK

Compare Confuse Goal Price Revenue Something
I just want to build great products.
TIM COOK

Build Great Product Want
Apple is this great American company that could have only happened here.
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Apple Bret Company Country Happen Have Only
I don’t really think anything Microsoft does puts pressure on Apple.
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Anything Apple Microsoft Pressure Really Think
I don’t own encryption, Apple doesn’t own encryption. Encryption, as you know, is everywhere. In fact some of encryption is funded by our government.
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Apple Encryption Everywhere Fact Funded Government Some
From our point of view it’s important that Apple not be the developer for the world.
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Apple Developer Important The Point View World
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 whole goal in life is to give you something you didn’t know you wanted and then once you get it, you can’t imagine your life without it… and you can count on apple doing that.
TIM COOK

Apple Give Goal Imagine Life Once Something Want Whole Without
We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.
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Believe Few Focus Important Meaningful Project Relly Say Thousand Truly
Apple Watch is the most personal device we’ve ever created.
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Apple Created Device Ever Most Personal Watch
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
Discrimination, in all its forms, is bad for business.
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Bsuienss Discrimination Form Nbad
Those who try to achieve success without hard work ultimately deceive themselves-or worse-deceive others.
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Achieve Deceive Hard Other Success Themselves Ultimately Work Worse
America is always stronger when we do things together.
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Always Country Stronger Thing Together
Gaming has kind of evolved a bit. More people play on portable devices.
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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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