Explore Quotes by Tim Cook

We typically don't talk about something until we are about to ship. Not just for AI, but for anything: the comparison is generally what we are shipping compared to what someone else is talking about that is going to happen sometime in the future. A lot of people sell futures, I guess, is the way to think about it.

I've always hated litigation, and I continue to hate it.

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.

Augmented reality will take some time to get right, but I do think that it's profound.

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.

Anything can change, because the smartphone revolution is still in the early stages.

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

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.

I learned that focus is key. Not just in your running a company, but in your personal life as well.

The reality is, is that we love competition, at Apple. We think it makes us all better. But we want people to invent their own stuff.

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

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

If you believe, as we believe, that diversity leads to better products, and we're all about making products that enrich people's lives, then you obviously put a ton of energy behind diversity the same way you would put a ton of energy behind anything else that is truly important.

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.

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.

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.

Market in India is big enough for several brands. For us, it's about innovation, making best product, and making the ecosystem better and better. If we do that well, then more people will switch from Android to iOS.

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.

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.

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.

The pre-owned market allows us to reach customers who really want an Apple device but can't really reach that point. I think it is great for people, or otherwise, we wouldn't we doing it. If we were not proud of the product, we wouldn't be doing it.