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This is Tim: Apple CEO talks at investment conference

Macworld staff | Feb. 15, 2012
On Tuesday, Apple CEO Tim Cook spoke at the Goldman Sachs Technology and Internet Conference, where he was interviewed on stage by Bill Shope, Goldman Sachs's IT hardware analyst.

I think these two are both profound; they're not things where we run separate [profits and losses] on, because we don't do that--we don't believe in that. We manage the company at the top and just have one [profit and loss] and don't worry about the iCloud team making money and the Siri team making money. We want to have a great customer experience, and we think measuring all these things at that level would never achieve such a thing. But I do think that both of these go in the profound category; they're not these things that will not mean anything a year or two from now. They're things that you will look back at, that you'll talk to your grandkids about, that were profound changes.

On Apple's culture and strategy

Apple is this unique company, unique culture that you can't replicate. And I'm not going to witness or permit the slow undoing of it, because I believe in it so deeply.

Steve grilled in all of us, over many years, that the company should revolve around great products, and that we should stay extremely focused on few things. Rather than try to do so many that we did nothing well. And that we should only go into market where we can make a significant contribution to society, not just sell a lot of products in a market.

So, these things, along with keeping excellence as an expectation of everything at Apple, these are the things that I focus on, because I think those are the things that make Apple this magical place that really smart people want to work in and sort of do not just their life's work, but their life's best work.

There's no better thrill than to look out at an audience and see people using iPhones, or go to the gym and see people using iPods, or go to Starbucks and seeing people use the iPad. These are the things that bring a smile to my face, and there is no replacement, or no substitute, for that.

And so we're always focused on the future. We don't sit and think about how great things were yesterday. And I love that trait, because I think it's the things that drive us all forward. So those are the things I'm holding onto, and it's a privilege to be a part of it.

 

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