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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.

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If I’m expected to keep your messages, and everybody else’s, then there should be a law that says, you need to keep all of these.
TIM COOK

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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.
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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Discrimination, in all its forms, is bad for business.
TIM COOK

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I’m a country boy at the end of the day. I’m going to pick up the phone and tell you I’m going to sue you.
TIM COOK

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Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.
TIM COOK

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Apple is this great American company that could have only happened here.
TIM COOK

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People are running huge enterprises off of hacking and stealing data.
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So let me be clear: I’m proud to be gay, and I consider being gay among the greatest gifts God has given me.
TIM COOK

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Discrimination isn’t something that’s easy to oppose. It doesn’t always stare you in the face. It moves in the shadows. And sometimes it shrouds itself within the very laws meant to protect us.
TIM COOK

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Right to privacy is really important. You pull that brick out and another and pretty soon the house falls.
TIM COOK

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Intuition is critical in virtually everything you do. But, without relentless preparation and execution, it is meaningless.
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I am confident our best years lie ahead of us and that together we will continue to make Apple the magical place that it is.
TIM COOK

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From an app point of view, if you looked at innovation on the PC, you’d be hard pressed to find companies innovating. The list is small.
TIM COOK

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Those who try to achieve success without hard work ultimately deceive themselves-or worse-deceive others.
TIM COOK

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Security isn’t just a feature, it’s a base, it’s a fundamental, right.
TIM COOK

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