We believe in the power of diversity and inclusion to drive innovation and growth.

The greatest innovation of the 21st century will be the intersection of biology and technology.

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

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

If you look at iPod, iPod wasn’t viewed as a success, but today it’s viewed as an overnight success. The iPhone was the same way. People were writing about there’s no physical keyboard. Obviously nobody would want it.

Innovation is not just about technology. It’s about finding new ways to solve problems.

Those who try to achieve success without hard work ultimately deceive themselves-or worse-deceive others.

I’m as proud of what we don’t do as I am of what we do.

Gaming has kind of evolved a bit. More people play on portable devices. Where we might go in the future, we’ll see. Customers love games. I’m not interested in being in the console business in what is thought of as traditional gaming. But Apple is a big player today and things in the future will only make that bigger.

I think two people with strong points of view can appreciate each other even more.

Sustainability is not a trend. It’s a commitment.

Your time is limited, don’t waste it living someone else’s life.

We have three post-PC devices: the iPod, the iPhone, and the iPad, the revolutionary device that defined a whole new categoryit’s outstripping the wildest of predictions.

I just want to build great products.

Apple doesn’t do hobbies as a general rule.

Our customers expect more from us, and we’re committed to delivering on those expectations.

Let’s go invent tomorrow rather than worrying about what happened yesterday.

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

The sidelines are not where you want to live your life. The world needs you in the arena!

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.

We believe that privacy is a fundamental human right.

Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose.

Android dominates the mobile malware market.

A few years ago, users of Internet services began to realize that when an online service is free, you’re not the customer. You’re the product.

All of us technology companies need to create some tools that help diminish the volume of fake news. We must try to squeeze this without stepping on freedom of speech and of the press, but we must also help the reader.

Technology can be a powerful force for good if used responsibly.

Sometimes life is going to hit you in the head with a brick. Don’t lose faith.

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.

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.

When we launch a product, we’re already working on the next one. And possibly even the next, next one.

We want to make sure that we’re building products that will make a difference in people’s lives.

Great things in business are never done by one person. They’re done by a team of people.

When I think of civil liberties I think of the founding principles of the country. The freedoms that are in the First Amendment. But also the fundamental right to privacy.

For the most important decisions in your life, trust your intuition, and then work with everything you have, to prove it right.

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

The most important thing is to make sure that the company is making the best products possible.

Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?

Our message, to people around the country and around the world, is this: Apple is open. Open to everyone, regardless of where they come from, what they look like, how they worship or who they love.

You can focus on things that are barriers or you can focus on scaling the wall or redefining the problem.

What all of us have to do is to make sure we are using AI in a way that is for the benefit of humanity, not to the detriment of humanity.

In the end, we’re all human. We all have the same values. We all want to be respected and treated with dignity.

Stay hungry, stay foolish.

The worst thing in the world that can happen to you if you’re an engineer that has given his life to something is for someone to rip it off and put their name to it.

In the world of cyber security, the last thing you want is to have a target painted on you.

We’re very simple people at Apple. We focus on making the world’s best products and enriching people’s lives.

We believe that we’re on the face of the earth to make great products, and that’s not changing.

Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work.

From an app point of view, if you looked at innovation on the PC, you’d be hard pressed to find companies innovating. The list is small.

The reality of today, from a cybersecurity point of view, is that I think some of the top people predict that the next big war will be fought on cybersecurity.

We collectively, to get things done, work together as a team. Because the work really happens horizontally in our company, not vertically. Products are horizontal. It takes hardware plus software plus services to make a killer product.

Apple is about people who think differently.

The people who are crazy enough to think they can change the world are the ones who do.

Apple Stores Offer the Best Buying Experience and Customer Service On The Planet.

Life is fragile. We’re not guaranteed a tomorrow so give it everything you’ve got.

You want to be the pebble in the pond that creates the ripple for change.

Innovation distinguishes between a leader and a follower.

We’re not here to make money. We’re here to make great products and great things.

I don’t consider myself an activist, but I realize how much I’ve benefited from the sacrifice of others. So if hearing that the CEO of Apple is gay can help someone struggling to come to terms with who he or she is, or bring comfort to anyone who feels alone, or inspire people to insist on their equality, then it’s worth the trade-off with my own privacy.

You are more powerful than you think.

Let your joy be in your journey – not in some distant goal.