Tim Cook

Quotes are word for word from the source.

• Avoid forced convergence

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

  Our noteCook was discussing why Apple avoids merging touch and mouse operating systems.

• Fearless self cannibalization

  “Our base philosophy is to never fear cannibalization. If we do, somebody else will just cannibalize it. We never fear it.”

  Our noteHe addressed concerns about iPad sales potentially hurting Mac sales.

• Values over ROI

  “When we work on making our devices accessible by the blind, I don't consider the bloody ROI.”

  Our noteCook responded to a request to only pursue profitable environmental initiatives.

• Unique competitive advantage

  “The things we should be doing at Apple are things that others can't.”

  Our noteHe explained Apple's focus on unique product development.

• Authentic leadership

  “I've never really felt the weight of trying to be Steve. It's not my goal in life. I am who I am. I am focused on that.”

  Our noteCook discussed his role as CEO following Steve Jobs.

• Developing intuition

  “I don't think that you're born with gut [instinct], a gut matures and gets better and better over time, the struggle that most people have is learning to listen to it.”

  Our noteHe reflected on the importance of intuition in making major career decisions.

• Long term values

  “If you want me to only do things for ROI reasons then you should get out of this stock.”

  Our noteHe spoke to shareholders about Apple's commitment to non-financial values.

• Dare to think different

  “No big challenge has ever been solved, and no lasting improvement has ever been achieved, unless people dare to try something different. Dare to think different.”

  Our noteCook encouraged graduates to challenge the status quo.

• Corporate values

  “I don't think business should only deal in commercial things. Business, to me, is nothing more than a collection of people. If people have values, then companies should.”

  Our noteHe shared a rule that leaders should live by regarding corporate responsibility.

• Privacy as a right

  “We reject the excuse that getting the most out of technology means trading away your right to privacy.”

  Our noteHe spoke to graduates about the importance of data privacy.