A Brand Is Simply Trust.

It's Not About Money. It's About The People You Have, How You're Led, And How Much You Get It.

There's An Old Wayne Gretzky Quote That I Love. 'i Skate To Where The Puck Is Going To Be, Not Where It Has Been.' And We've Always Tried To Do That At Apple. Since The Very, Very Beginning. And We Always Will.

For You To Sleep Well At Night, The Aesthetic, The Quality, Has To Be Carried All The Way Through.

I Buy Everything From Costco. It's Great; They've Got Everything I Need.

A Lot Of People In Our Industry Haven't Had Very Diverse Experiences. So They Don't Have Enough Dots To Connect, And They End Up With Very Linear Solutions Without A Broad Perspective On The Problem. The Broader One's Understanding Of The Human Experience, The Better Design We Will Have.