You Can Only Do So Many Things

Siri Has Proven To Us That People Want To Relate To The Phone In A Different Way.

I'm Not Targeting Government. I'm Not Saying Hey, I'm Closing It Because I Don't Want To Give You Any Data. I'm Saying That To Protect Out Customers, We Have To Encrypt. And A Side Affect Of That Is, I Don't Have The Data.

No One Should Have A Key That Turns A Billion Locks. It Shouldn't Exist.

Most Business Models Have Focused On Self Interest Instead Of User Experience. Those Are The Kinds Of Problems We Solve To Solve.

Our Business Is Not Based On Having Information About You. You’re Not Our Product. Our Product Are These, And This Watch, And Macs And So Forth. And So We Run A Very Different Company. I Think Everyone Has To Ask, How Do Companies Make Their Money? Follow The Money. And If They’re Making Money Mainly By Collecting Gobs Of Personal Data, I Think You Have A Right To Be Worried.