- You can converge a toaster and refrigerator, but these things are probably not going to be pleasing to the user.
- During the Q & A session after an earnings call (2012-04-24)
- Cook was asked about converging touch- and mouse-based operating systems into one product, like Microsoft's Windows 8.
- Our base philosophy is to never fear cannibalization. If we do, somebody else will just cannibalize it. We never fear it.
- At Apple's 2013 Q1 earnings call (2013-01-23)
- iPad sales had been increasing at the expense of Mac sales.
- When we work on making our devices accessible by the blind, I don’t consider the bloody ROI.
- At an Apple shareholder meeting in March 2014
- In response to a conservative interest group's request that Apple disclose the financial costs of its environmental initiatives, and to only take them on if they were profitable
- If there was a lot of emotion in my voice today, it's because we've all been waiting for this day for a long time. It felt so great, … the people at this company are doing the best work of their lives, the best work that Apple has ever done.
- I don’t consider myself an activist, but I realize how much I’ve benefited from the sacrifice of others, … So if hearing that the CEO of Apple is gay can help someone struggling to come to terms with who he or she is, or bring comfort to anyone who feels alone, or inspire people to insist on their equality, then it’s worth the trade-off with my own privacy.
- If there were any doubts, I think that they should be put to bed.
- Talking about the Apple Watch,
- Steve was a genius and a visionary, and I've never viewed that my role was to replace him," said Cook. "Steve was an original. 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. On being a great CEO of Apple.
- There are very few content owners that believe that the existing model will last forever, I think the most forward-thinking ones are looking and saying, 'I'd rather have the first-mover advantage'.
- If you want me to only do things for ROI reasons then you should get out of this stock.
- 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. Figuring out how to access it in some way. What I found is that even thought I'm an engineer and an analytical person at heart the most important decisions I've made had nothing to do with any of that. They were always based on intuition. The Apple one [choosing to leave Compaq to take the job at Apple in 1998] is a prime example of that. I remember forming my list of pluses and minuses and I could not get the chart to work out the way I wanted it to. Because I wanted something to say this says I should go to Apple. But it would not. Nothing financially would do that, I talked to people I trusted, that knew me, and they said: 'This is not what you should do'. It wasn't so easy. People said, you're just crazy, you're working for the top PC company in the world, how could you even think of doing it, you've lost your mind. And yet that voice said, 'Go West young man, Go West'. And some times you just have to go for it.