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
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.
Interpretation
The quote emphasizes how Apple's innovation aims to fulfill unrecognized desires, making them indispensable in people's lives.
Tim Cook highlights the essence of Apple's mission: to create products that not only meet current needs but also anticipate desires that consumers may not even realize they have. This innovative approach leads to a deep, emotional attachment to the products, transforming them into essential parts of daily life.
In practice
In a keynote speech about groundbreaking technology, one might use this quote to illustrate how innovation can shape our desires.
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?'
New technologies, however remarkable they might seem, are fundamentally just tools made by people for people.
I never felt that the naming issue was all that important, but I was obviously wrong, judging by how many people felt. I tell people to call it just plain Linux and nothing more.
We aren't in an information age, we are in an entertainment age.
Machines are admirable and tyrannize only with the user's consent. Where, then, is the enemy? Not where the machine gives relief from drudgery but where human judgment abdicates. The smoothest machine-made product of the age is the organization man, for even the best organizing principle tends to corrupt, and the mechanical principle corrupts absolutely.
We monitor many frequencies. We listen always. Came a voice, out of the babel of tongues, speaking to us. It played us a mighty dub.
I think we are at the dawn of a new era in commercial space exploration.
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