Tim Cook

I am driven by great work and seeing people do incredible things and having a part in that.

Apple has lost a visionary and creative genius, and the world has lost an amazing human being.

In the long arc of time, you are only relevant if customers love you.

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.

We do a lot of things for reasons besides profit motive. We want to leave the world better than we found it.

Intuition is critical in virtually everything you do. But, without relentless preparation and execution, it is meaningless.

We make the best phone, we don't make the most phones.

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. I think everyone has to ask, how do companies make their money? Follow the money. And if they’re making money mainly by collecting gobs of personal data, I think you have a right to be worried.

I personally admire Steve Jobs not most for what he did, or what he said, but for what he stood for. The largest lesson I learned from Steve was that the joy in life is in the journey, and I saw him live this every day.

A great product isn't just a collection of features. It's how it all works together.

Price is rarely the most important thing. A cheap product might sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.

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 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.