Tim Cook

The North Star has always been the same, which for us, is about making insanely great products that really change the world in some way - enrich people's lives.

There have been people that suggest that we should have a back door. But the reality is if you put a back door in, that back door's for everybody - for good guys and bad guys.

I don't subscribe to the view some people have in the industry that you should purposefully design products that do not last that long. I don't think it is good for anyone.

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.

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.

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 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.

All of us technology companies need to create some tools that help diminish the volume of fake news. We must try to squeeze this without stepping on freedom of speech and of the press, but we must also help the reader.

Those who try to achieve success without hard work ultimately deceive themselves-or worse-deceive others.

I have to feel myself doing what's right. If I'm the arbiter of that instead of letting the guy on TV be that or someone who doesn't know me at all, then I think that's a much better way to live.

At one point in time, you had to choose, 'Do you want to do consumer or enterprise?' But the reality today is a bit different: Enterprises are a collection of consumers.

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.

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.

Let your joy be in your journey, not in some distant goal.

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.

Our whole role 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.

When you care about people's happiness and productivity, you give them what brings out the best in them and their creativity. And if you give them a choice, they'll say, 'I want an iPhone,' or 'I want a Mac.' We think we can win a lot of corporate decisions at that level.

I'd rather Apple cannibalize Apple than somebody else cannibalize Apple.

Prior to the App Store, the chances of that happening, of somebody really young forming a company and in a period of no time really becoming a global provider of a game or something else, it really didn't happen. Now there are these success stories popping up everywhere.

Every time I meet Prime Minister Modi and listen to him and then see his actions, including GST, I see bold things that I don't see in any other place. I am super impressed and optimistic.

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.