Price is rarely the most important thing. A cheap product might sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.

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.

We didn't make the first mp3, smartphone, or tablet. But you can say we made the first modern mp3, smartphone, and tablet. And I think now we're making the first modern smartwatch.

In my view the tablet and the PC are different. You can do things with the tablet if you are not encumbered by the legacy of the PC.

We are constantly auditing our supply chain. Making sure that safety standards are - are, you know, are the highest. We're making sure that working conditions are the highest.