The Goal Of Apple Is Not To

It's Very Easy To Be Different, But Very Difficult To Be Better.

I Think Subconsciously People Are Remarkably Discerning. I Think That They Can Sense Care.

We’re Keenly Aware That When We Develop And Make Something And Bring It To Market That It Really Does Speak To A Set Of Values. And What Preoccupies Us Is That Sense Of Care, And What Our Products Will Not Speak To Is A Schedule, What Our Products Will Not Speak To Is Trying To Respond To Some Corporate Or Competitive Agenda. We’re Very Genuinely Designing The Best Products That We Can For People.

As A Kid, I Remember Taking Apart Whatever I Could Get My Hands On.

We Say No To A Lot Of Things So We Can Invest An Incredible Amount Of Care On What We Do.