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We Are The Most Focused Company That I Know Of Or Have Read Of Or Have Any Knowledge Of. We Say No To Good Ideas Every Day. We Say No To Great Ideas In Order To Keep The Amount Of Things We Focus On Very Small In Number So That We Can Put Enormous Energy Behind The Ones We Do Choose.....it's Not Just Saying Yes To The Right Products, It's Saying No To Many Products That Are Good Ideas, But Just Not Nearly As Good As The Other Ones.

-Tim Cook

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We Are The Most

Tim Cook

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We Are The Most Focused Company That I Know Of Or Have Read Of Or Have Any Knowledge Of. We Say No To Good Ideas Every Day. We Say No To Great Ideas In Order To Keep The Amount Of Things We Focus On Very Small In Number So That We Can Put Enormous Energy Behind The Ones We Do Choose.....it's Not Just Saying Yes To The Right Products, It's Saying No To Many Products That Are Good Ideas, But Just Not Nearly As Good As The Other Ones.

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We Have To Make Sure, At Apple, That We Stay True To Focus, Laser Focus - We Know We Can Only Do Great Things A Few Times, Only On A Few Products.

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The Sidelines Are Not Where You Want To Live Your Life. The World Needs You In The Arena!

To Whom Much Is Given, Much Is Expected. I Do Believe This. It's Embedded In Me.

An Acorn Would Never Brag About Giving Shade.

There's A Mountain Of Information About Us. I Mean There's So Much. Anyway, I'm Not An Intelligence Person. But I Just Look At It And It's A Mountain Of Data.

I Am Confident Our Best Years Lie Ahead Of Us And That Together We Will Continue To Make Apple The Magical Place That It Is.

I Remember What It Was Like To Grow Up In The South In The 1960s And 1970s. Discrimination Isn’t Something That’s Easy To Oppose. It Doesn’t Always Stare You In The Face. It Moves In The Shadows. And Sometimes It Shrouds Itself Within The Very Laws Meant To Protect Us.

We're Very Simple People At Apple. We Focus On Making The World's Best Products And Enriching People's Lives.

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The Future Of Television Is What Our Competitors Have Been Doing For Years.

For The Most Important Decisions In Your Life, Trust Your Intuition, And Then Work With Everything You Have, To Prove It Right.

If You're Worried About Messaging, People Will Just Move To Something Else. You Know If You Legislate Against Facebook And Apple And Google And Whatever Else In The Us, They'll Just Use Something Else. So Are We Really Safer Then? I Would Say No. I Would Say We're Less Safe, Because Now We've Opened Up All Of The Infrastructure For People To Go Wacko At.

Maybe Law Enforcement Would Like The Ability To Turn On The Camera On Your Mac.

What Makes Siri Cool Is She Has A Personality.

If I Know What Your Messages Are, If I Can Read Those, I'll Probably Be Able To Conclude Where You're Going, Who You're With, The Location The Message Was Sent.

I Despise Politics. There Is No Room For It In A Company. My Life Is Going To Be Way Too Short To Deal With That.

Televisions Are Devices With Screens That Things Appear On.

The Government Should Always Be The One Defending Civil Liberties.

Everybody Doesn't Want To Have To Be A Computer Scientist To Protect Themselves. Most People Have No Desire To Do That.

There’s Something Very Dangerous Happening In States Across The Country. A Wave Of Legislation, Introduced In More Than Two Dozen States, Would Allow People To Discriminate Against Their Neighbors.

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You Can Only Do So Many Things Great, And You Should Cast Aside Everything Else.

Intuition Is Critical In Virtually Everything You Do. But, Without Relentless Preparation And Execution, It Is Meaningless.

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America Is Always Stronger When We Do Things Together.

If I'm Working With You For Several Months On Things, If I Have A Relationship With You, And I Decide One Day I'm Going To Sue You, I'm A Country Boy At The End Of The Day. I'm Going To Pick Up The Phone And Tell You I'm Going To Sue You.

We Do A Lot Of Things For Reasons Besides Profit Motive. We Want To Leave The World Better Than We Found It.

It Is Possible To Be Aware Of God At All Times.

People Are Running Huge Enterprises Off Of Hacking And Stealing Data.

Right To Privacy Is Really Important. You Pull That Brick Out And Another And Pretty Soon The House Falls.

I Think Anything Can Be Forced To Converge. The Problem Is That Products Are About Tradeoffs, And You Begin To Make Tradeoffs To The Point Where What You Have Left At The End Of The Day Doesn't Please Anyone. You Can Converge A Toaster And A Refrigerator, But Those Things Are Probably Not Going To Be Pleasing To The User.

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I Personally Admire Steve Jobs Not Most For What He Did, Or What He Said, But For What He Stood For. The Largest Lesson I Learned From Steve Was That The Joy In Life Is In The Journey, And I Saw Him Live This Every Day.

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.

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Honestly, We’ll Compete With Everybody. I Love Competition. As Long As People Invent Their Own Stuff, I Love Competition.

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Discrimination, In All Its Forms, Is Bad For Business.

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I'm Not Targeting Government. I'm Not Saying Hey, I'm Closing It Because I Don't Want To Give You Any Data. I'm Saying That To Protect Out Customers, We Have To Encrypt. And A Side Affect Of That Is, I Don't Have The Data.

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I Love Museums. But I Don't Want To Live In One.

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I Just Want To Build Great Products.

Life Is Fragile. We're Not Guaranteed A Tomorrow So Give It Everything You've Got.

I Don't Really Think Anything Microsoft Does Puts Pressure On Apple.

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And That's What Everyone At Apple Is Focused On - Pushing Forward And Creating The Future.

Pushing Forward

If Those Of Us In Positions Of Responsibility Fail To Do Everything In Our Power To Protect The Right Of Privacy, We Risk Something Far More Valuable Than Money. We Risk Our Way Of Life.

The Ipad Is The Clearest Expression Of Our Vision Of The Future Of Personal Computing.

Visions Of The Future

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