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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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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.
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No one should have a key that turns a billion locks. It shouldn’t exist.
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I personally admire Steve Jobs not most for what he did, or what he said, but for what he stood for.
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Open to everyone, regardless of where they come from, what they look like, how they worship or who they love.
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I think that [there is] this fundamental right to privacy and the philosophy that government shouldn’t be intrusive.
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Right to privacy is really important. You pull that brick out and another and pretty soon the house falls.
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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.
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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.
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Android dominates the mobile malware market.
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Discrimination, in all its forms, is bad for business.
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I’m speaking to you from Silicon Valley, where some of the most prominent and successful companies have built their businesses by lulling their customers into complacency about their personal information.
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We make the best phone, we don’t make the most phones.
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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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Graduates, your values matter. They are your north star. And work takes on new meaning when you feel you’re pointed in the right direction. Otherwise, it’s just a job. And life is too short for that.
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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.
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Today, we are pleased to announce the biggest advancement in iPhone.
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