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.
Our competition is different. They’re confused. They chased after netbooks. Now they’re trying to make PCs into tablets and tablets into PCs. Who knows what they’ll do next?
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.
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.
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.
There are times in all of our lives when a reliance on gut or intuition just seems more appropriate – when a particular course of action just feels right.
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 Quote - I think that [there is] this fundamental right to privacy and the philosophy that government shouldn’t be intrusive.](https://minimalistquotes.com/images/i-think-that-there-is-this-fundamental-right-to-pr.jpg)
