“We have to make sure, at Apple, that we stay true to focus, laser focu...” — Tim Cook Quote

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.

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.

You can converge a toaster and a refrigerator, but those things are probably not going to be pleasing to the user.

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.

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 guess, after a race, I'm just trying to get all my fluids back in my system - we use a lot of fluids when we get out and race. My dad always does this thing he calls 'juicing' - tomato juice, apple juice, orange juice - doesn't matter what it is, just go ahead and juice your body right back up.

What Beats brings to Apple are guys with very rare skills. People like this aren't born every day. They're very rare. They really get music deeply.

There was a period when I had apple pie as a treat every day of the week. I mean, like, a family apple pie.