Tim Cook

We are constantly auditing our supply chain. Making sure that safety standards are - are, you know, are the highest. We're making sure that working conditions are the highest.

Everybody in technology seems to want big numbers. Steve never got carried away with that. He focused on making the best.

We have never said that we're perfect. We've said that we seek that. But we sometimes fall short.

The most important thing is, Do you have the courage to admit that you're wrong? And do you change? The most important thing to me as a CEO is that we keep the courage.

I've been thinking about 'The Jetsons' since I was a kid. But occasionally, you want 'The Jetsons' to come to reality. That's what Apple is so great at: Productizing things and bringing them to you so you can be a part of it.

People like things they can do now, not just think about.

People love our products. They love using our services. All of this, to me, equals great opportunity.

Prior to the App Store, the chances of that happening, of somebody really young forming a company and in a period of no time really becoming a global provider of a game or something else, it really didn't happen. Now there are these success stories popping up everywhere.

It gives me a lot of energy to talk to developers or meet students in classrooms who are using our technology to help learn faster and better. Watching them pursue their passion.

It's hard to edit. It's hard to stay focused. And yet, we know we'll only do our best work if we stay focused. And so, you know, the hardest decisions we made are all the things not to work on, frankly.

To me, this is the perfect marriage. There's no friction. There's just, we have what they need, they have what we need. And so IBM is in the process, with our help, of designing many different apps for many different verticals.

I am very bullish on India because of its people, its culture, and the leadership. I love the culture and warmth of people.

Every time I meet Prime Minister Modi and listen to him and then see his actions, including GST, I see bold things that I don't see in any other place. I am super impressed and optimistic.

Market in India is big enough for several brands. For us, it's about innovation, making best product, and making the ecosystem better and better. If we do that well, then more people will switch from Android to iOS.

While infusing technology with humanity, we are trying to make sure it's used for good and also trying to foresee some of the ways it can be used in a bad way and eliminate those.

It wasn't very long ago when you wouldn't even think about there being health information on the smartphone. There's financial information. There's your conversations; there's business secrets. There's probably more information about you on here than exists in your home.

We think the government should be pushing for more encryption. That it's a great thing. You know, it's like the sun and the air and the water.

We shouldn't all be fixated just on what's not available. We should take a step back and look at the total that's available, because there's a mountain of information about us.

National security always matters, obviously. But the reality is that if you have an open door in your software for the good guys, the bad guys get in there, too.

A back door is a nonstarter. It means we are all not safe... I don't support a back door for any government, ever.

We don't collect a lot of your data and understand every detail about your life. That's just not the business that we are in.

If you look at the automobile in many countries, there is a certified pre-owned market for Lexus, BMW, and many other brands. When you buy a high-end smartphone, you can expect the same kind of a situation there.

The pre-owned market allows us to reach customers who really want an Apple device but can't really reach that point. I think it is great for people, or otherwise, we wouldn't we doing it. If we were not proud of the product, we wouldn't be doing it.

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.

For us, the most important thing we can do is raise people up - that is, either by giving the ability to do things they could not otherwise do, allow them to create things they couldn't otherwise create. It's about giving them tools; it is about empowering people.

This is Steve's company. This is still Steve's company. It was born that way; it's still that way. And so his spirit, I think, will always be the DNA of this company.

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

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.

It's not what Apple and Beats are doing today. It's what we believe pairing the two together can produce for the future.

Think about what you're passionate about. I did not learn something early enough: if I could go back, I'd tell the younger me that there's a big difference between loving to work and loving the work.

I don't view Apple or myself as an activist. What we do is for some things where we think we have deep knowledge, or think we do, or a strong point of view, we're not shy. We'll stand up, speak out - even when our voice shakes.

We see that in the top problems in the world between haves and have-nots, generally we find that the root cause is education.

You have to find the intersection of doing something you're passionate about and that, at the same time, is in the service of other people. I would argue if you don't find that intersection, you're not going to be very happy.

The right focus for the U.S. is on advanced manufacturing - something that requires innovation.

The way we look at manufacturing is this: the U.S.'s strategy should be to skate where the puck is going, not where it is.

We typically don't talk about something until we are about to ship. Not just for AI, but for anything: the comparison is generally what we are shipping compared to what someone else is talking about that is going to happen sometime in the future. A lot of people sell futures, I guess, is the way to think about it.

We didn't make the first mp3, smartphone, or tablet. But you can say we made the first modern mp3, smartphone, and tablet. And I think now we're making the first modern smartwatch.

It turns out that people - in every country in the world, there's a segment of buyer that wants the best product and the best experience. And that's what we're about providing.

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.

We generally acquire a company every three to four weeks on average. And so it's a rare month that there's not a company being bought. We typically buy for technology and really great people.

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?'

We could build just about anything that you could dream of. But that's not the question. The thing that Beats provides us is a head start. They provide us with incredible people that don't grow on trees.

France has always had a special place for Apple. This is the best place to discover and chat with all musicians, graphic designers, designers, or photographers who use our products. There is such creative energy.

I think the most diverse group will produce the best product; I firmly believe that.

I personally think 3D Touch is a game changer. I find that my efficiency is way up with 3D touch because I can go through so many emails so quickly.

I think that some people will never buy a computer because I think now we're at the point where the iPad does what some people want to do with their PCs.

I see the Mac being a key part of Apple for the long term, and I see growth in the Mac for the long term.

Hopefully, people will look at our stance on privacy in general and know that we're not trying to operate outside of a fairly distinct line that we're drawing. I hope that people trust us to do the right thing there.

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.

When you're an engineer, you want to analyze things a lot. But if you believe that the most important data points are people, then you have to make conclusions in relatively short order. Because you want to push the people who are doing great. And you want to either develop the people who are not or, in a worst case, they need to be somewhere else.