Top 60 Tim Cook Quotes

I think of a traditional CEO as being divorced from customers. A lot of consumer company CEOs – they’re not really interacting with consumers.

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.

I think each person, if you’re a CEO, the most important thing is to have – to me, is to pick people around you that aren’t like you, that complement you. Because you want to build a puzzle; you don’t want to stack Chiclets up and have everyone be the same. And so I believe in diversity with a capital D.

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.

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

I don’t think Apple has to own a content business.

You don’t have to choose between doing good and doing well. It’s a false choice, today more than ever.

I’d rather Apple cannibalize Apple than somebody else cannibalize Apple.

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.

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.

I’m excited about Augmented Reality because unlike Virtual Reality, which closes the world out, AR allows individuals to be present in the world but hopefully allows an improvement on what’s happening presently.

Our goal has never been to make the most. It’s always been to make the best.

I am who I am, and I’m focused on that, and being a great CEO of Apple.

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.

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.

Price is rarely the most important thing. A cheap product might sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.

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.

Our values are that we do think that people have a right to privacy. And that our customers are not our products.

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.

If you embrace that the things that you can do are limitless, you can put your ding in the universe. You can change the world.

What all of us have to do is to make sure we are using AI in a way that is for the benefit of humanity, not to the detriment of humanity.

The worst thing in the world that can happen to you if you’re an engineer that has given his life to something is for someone to rip it off and put their name to it.

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 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.

You can only do so many things great, and you should cast aside everything else.

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.

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.

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.

We try to continually push ourselves to do more and more, not just on the hardware side but also in terms of developers’ tools so they can take advantage of the hardware that’s there, in the best way.

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.

Apple has a culture of excellence that is, I think, so unique and so special. I’m not going to witness or permit the change of it.

Life is fragile. We’re not guaranteed a tomorrow so give it everything you’ve got.

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.

We think coding should be required in every school because it’s as important as any kind of second language.

To whom much is given, much is expected. I do believe this. It’s embedded in me.

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.

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.

I learned that focus is key. Not just in your running a company, but in your personal life as well.

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.

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.

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.

You can focus on things that are barriers or you can focus on scaling the wall or redefining the problem.

Work takes on new meaning when you feel you are pointed in the right direction. Otherwise, it’s just a job, and life is too short for that.

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.

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.

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

Let your joy be in your journey – not in some distant goal.

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 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.

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.

I think two people with strong points of view can appreciate each other even more.

I have to feel myself doing what’s right. If I’m the arbiter of that instead of letting the guy on TV be that or someone who doesn’t know me at all, then I think that’s a much better way to live.

Our whole role in life is to give you something you didn’t know you wanted. And then once you get it, you can’t imagine your life without it. And you can count on Apple doing that.

In my view the tablet and the PC are different. You can do things with the tablet if you are not encumbered by the legacy of the PC.

I think it’s smart for the United States to have some kind of tax revenue for international earnings – if that tax were reasonable.

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 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.

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

Music’s always been at the heart of Apple. It’s deep in our DNA. We’ve sold Macs to musicians since the beginning of Macs.

From an app point of view, if you looked at innovation on the PC, you’d be hard pressed to find companies innovating. The list is small.