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.
If you believe, as we believe, that diversity leads to better products, and we're all about making products that enrich people's lives, then you obviously put a ton of energy behind diversity the same way you would put a ton of energy behind anything else that is truly important.
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're very simple people at Apple. We focus on making the world's best products and enriching people's lives.
At one point in time, you had to choose, 'Do you want to do consumer or enterprise?' But the reality today is a bit different: Enterprises are a collection of consumers.
People love our products. They love using our services. All of this, to me, equals great opportunity.
People should have values, so by extension, a company should. And one of the things you do is give back. So how do you give back? We give back through our work in the environment, in running the company on renewable energy. We give back in job creation.
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.
Virtual reality sort of encloses and immerses the person into an experience that can be really cool but probably has a lower commercial interest over time. Less people will be interested in that, but there are some really cool areas there for education and gaming that we have a lot of interest in.
Apple doesn't do hobbies as a general rule.
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.
Life is fragile. We're not guaranteed a tomorrow so give it everything you've got.
Apple is the only company that can take hardware, software, and services and integrate those into an experience that's an 'aha' for the customer. You can take that and apply to markets that we're not in today.
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.
I think the iPhone is the best consumer product ever. That's what I feel about it. And it's become so integrated and integral to our lives, you wouldn't think about leaving home without it.
My view on working with any government in the world is that there are things that you will agree upon and things that you will not. And you don't want to let the things you don't mean that you don't have any interface.
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 kind of investors we seek are long term because that's how we make our decisions.
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.
When you care about people's happiness and productivity, you give them what brings out the best in them and their creativity. And if you give them a choice, they'll say, 'I want an iPhone,' or 'I want a Mac.' We think we can win a lot of corporate decisions at that level.
