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" It's hard to edit. It's hard to stay focused. And yet, we know we'll only do our best work if we stay focused. And so, you know, the hardest decisions we made are all the things not to work on, frankly. "

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" National security always matters, obviously. But the reality is that if you have an open door in your software for the good guys, the bad guys get in there, too. "

Tim Cook

Bad

Good

Door

" If you embrace that the things that you can do are limitless, you can put your ding in the universe. You can change the world. "

" We didn't make the first mp3, smartphone, or tablet. But you can say we made the first modern mp3, smartphone, and tablet. And I think now we're making the first modern smartwatch. "

" For us, the most important thing we can do is raise people up - that is, either by giving the ability to do things they could not otherwise do, allow them to create things they couldn't otherwise create. It's about giving them tools; it is about empowering people. "

" 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. "

" We collectively, to get things done, work together as a team. Because the work really happens horizontally in our company, not vertically. Products are horizontal. It takes hardware plus software plus services to make a killer product. "

" When technological advancement can go up so exponentially, I do think there's a risk of losing sight of the fact that tech should serve humanity, not the other way around. "

Tim Cook

Think

Humanity

" Our goal has never been to make the most. It's always been to make the best. "

" Think about what you're passionate about. I did not learn something early enough: if I could go back, I'd tell the younger me that there's a big difference between loving to work and loving the work. "

" Work takes on new meaning when you feel you are pointed in the right direction. Otherwise, it's just a job, and life is too short for that. "

" Life is fragile. We're not guaranteed a tomorrow so give it everything you've got. "

" I think the iPhone is the best consumer product ever. That's what I feel about it. And it's become so integrated and integral to our lives, you wouldn't think about leaving home without it. "

" I think each person, if you're a CEO, the most important thing is to have - to me, is to pick people around you that aren't like you, that complement you. Because you want to build a puzzle; you don't want to stack Chiclets up and have everyone be the same. And so I believe in diversity with a capital D. "

" People should have values, so by extension, a company should. And one of the things you do is give back. So how do you give back? We give back through our work in the environment, in running the company on renewable energy. We give back in job creation. "

" You don't have to choose between doing good and doing well. It's a false choice, today more than ever. "

" You have to find the intersection of doing something you're passionate about and that, at the same time, is in the service of other people. I would argue if you don't find that intersection, you're not going to be very happy. "

" That has always been the objective of Apple: to do things that really enrich people's lives. That you look back on and you wonder, 'How did I live without this?' "

" I'm excited about Augmented Reality because unlike Virtual Reality, which closes the world out, AR allows individuals to be present in the world but hopefully allows an improvement on what's happening presently. "

" This is Steve's company. This is still Steve's company. It was born that way; it's still that way. And so his spirit, I think, will always be the DNA of this company. "

" I hope people remember me as a good and decent man. And if they do, then that's success. "

" You want to be the pebble in the pond that creates the ripple for change. "

" When we launch a product, we're already working on the next one. And possibly even the next, next one. "

" I think the most diverse group will produce the best product; I firmly believe that. "

" Let your joy be in your journey - not in some distant goal. "