‘Apple has changed every day since I have been here. But the
DNA of the company, the thing that makes our heart beat, is a maniacal focus on
making the best products in the world. Not good products, or a lot of products,
but the absolute best products in the world. In creating these great products
we focus on enriching people’s lives—a higher cause for the product. These are
the macro things that drive the company. They haven’t changed. They’re not
changing. I will not witness or permit those changes because that’s what makes
the company so special….Creativity and innovation are something you can’t
flowchart out……Everybody in our company is responsible to be innovative…..We
want diversity of thought. We want diversity of style. We want people to be
themselves. It’s this great thing about Apple. You don’t have to be somebody
else. You don’t have to put on a face when you go to work and be something
different. But the thing that ties us all is we’re brought together by values.
We want to do the right thing. We want to be honest and straightforward. We
admit when we’re wrong and have the courage to change. And there can’t be
politics. I despise politics. There is no room for it in a company…….I think we
have a responsibility to make products that have a greater good in them……………we
want to provide a product that changes people’s lives in some way.’
Tim Cook, CEO, Apple (From a BloombergBusinessweek interview)
