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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

Honestly, we’ll compete with everybody. I love competition. As long as people invent their own stuff, I love competition.
TIM COOK

Competition Complete Everybody Honesty Long Own People Stuff Well
Open to everyone, regardless of where they come from, what they look like, how they worship or who they love.
TIM COOK

Come Everyone Like Look Love Open Quater Regardless Worship
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
I think that [there is] this fundamental right to privacy and the philosophy that government shouldn’t be intrusive.
TIM COOK

Fundamental Government Intrusive Philosophy Privacy Right Think
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

Different Discrimination Dyas Early Experience Fear Majority Many People Root Since Type
You can focus on things that are barriers or you can focus on scaling the wall or redefining the problem.
TIM COOK

Barries Focus Problem Redefine Scale Thing
You want to be the pebble in the pond that creates the ripples for change.
TIM COOK

Change Create Pebble Point Ripple Want
So I had to figure out for myself what was right and true. It was a search. It was a process. It drew on the moral sense that I’d learned from my parents, and in church, and in my own heart, and led me on my own journey of discovery.
TIM COOK

Church Discovery Figure Heart led Moral Myself Out Own Parent Process Right Search True
Nobody wants to buy sour milk.
TIM COOK

Buy Milk Nobody Sour Want
You can’t have a back door that’s only for the good guys.
TIM COOK

Back Door Good Guy Only
You can only do so many things great, and you should cast aside everything else.
TIM COOK

Aside Else Everything Great Many Only Thing
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

Boy Country Day End Go Phone Pick Sue Tell
If those of us in positions of responsibility fail to do everything in our power to protect the right of privacy, we risk something far more valuable than money. We risk our way of life.
TIM COOK

Everything Money More Position Power Privacy Protect Responsible Something Valuable
From our point of view it’s important that Apple not be the developer for the world.
TIM COOK

Apple Developer Important The Point View World
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.
TIM COOK

Company Day Every Focus Good Idea Know Knowledge Most Raed
Creativity and innovation are something you can’t flowchart out. Some things you can, and we do, and we’re very disciplined in those areas. But creativity isn’t one of those.
TIM COOK

Area Creativity Discipline Innovation One Some Something Thing

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

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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.

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