265 Quotes by Tim Cook

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.

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

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 think of a traditional CEO as being divorced from customers. A lot of consumer company CEOs - they're not really interacting with 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.

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.

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

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.

When Apple looks at what categories to enter, we ask these kinds of questions: What are the primary technologies behind this? What do we bring? Can we make a significant contribution to society with this? If we can't, and if we can't own the key technologies, we don't do it.