Tim Cook on Apple

Time Cook’s vision of Apple

“We believe in the simple, not the complex. We believe that we need to own and control the primary technologies behind the products that we make and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross pollenization of our groups, which allow us to innovate in a way that others cannot. And frankly. we don’t settle for anything less than excellence in every group in the company and we have the self honesty to admit when we’re wrong and the courage to change.”

Nice.

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