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.
Tim CookRead
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.
Interpretation
What this quote means
Tim Cook emphasizes the importance of designing durable products rather than ones that fail quickly.
In this quote, Tim Cook critiques a common mindset in the tech industry that promotes creating products with limited lifespan, which he believes is detrimental to consumers and businesses alike. He advocates for quality and longevity in product design, suggesting that making lasting products is ultimately beneficial for both the company and its customers, leading to trust and satisfaction.
Themes
DurabilityQualityDesignTechnologyEthics
In practice
Example use cases
In a product launch presentation discussing sustainability.
More from Tim Cook
All quotes →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.
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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.
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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.
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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?'
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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.
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