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

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.

I think that [there is] this fundamental right to privacy and the philosophy that government shouldn’t be intrusive.

We are the most focused company that I know of or have read of or have any knowledge of. We say no to good ideas every day.

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.

Apple Watch is the most personal device we’ve ever created.

There’s something very dangerous happening in states across the country.

You are more powerful than you think.

Certainly some things that are very good can sometimes be used in a bad way.

When I think of civil liberties I think of the founding principles of the country. The freedoms that are in the First Amendment. But also the fundamental right to privacy.

Gaming has kind of evolved a bit. More people play on portable devices.

I just want to build great products.

I despise politics. There is no room for it in a company. My life is going to be way too short to deal with that.

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

To whom much is given, much is expected. I do believe this. It’s embedded in me.

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.

I remember what it was like to grow up in the South in the 1960s and 1970s.

It is God’s hand which has guided everything, and it is God whom we must thank above all.

Everything we hear and see we need to evaluate—whether the inspiring writings of the Bible or the inspiring writings of Shakespeare, Dostoevsky, or George Eliot, of Ghandi, Desmond Tutu, or the Dalai Lama.

Transparency and detail are everything in science.

When you have everything, you have everything to lose.

If your focus is there, then the actual doing of the job will be fun and enjoyable. But if you’re so involved in trying to be interesting and a character and everything when you’re not working, it can get in the way and people get goofed up.

I was very sick, with chills and sweats, but against my better judgement I let them talk me into singing. Of course I gave the performance everything

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.

Everything in life, is a question of drawing a life, John, and you have to decide for yourself where to draw it.