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
What this quote means
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.
Themes
InnovationTechnologyDesireIndispensableLife
In practice
Example use cases
In a keynote speech about groundbreaking technology, one might use this quote to illustrate how innovation can shape our desires.
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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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.
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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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