Tim Cook will step down as Apple CEO in just five days, and the company’s head of hardware engineering, John Ternus, is expected to take over.
Below, we’ve outlined some of Cook’s notable quotes during his 15 years at the helm of Apple.
August 2011, in an email to Apple employees when they became CEO:
I want you to be sure that Apple will not change. I cherish and celebrate Apple’s unique principles and values. Steve has built a business and culture unlike any other in the world and we’re going to stay true to that – it’s in our DNA. We will continue to make the best products in the world that delight our customers and make our employees incredibly proud of what they do.
May 2012, on Apple’s secrecy:
We are going to strengthen product secrecy. I’m serious.
September 2012, in a public apology for the botched launch of Apple Maps:
At Apple, we strive to make world-class products that provide the best possible experience for our customers. With the launch of our new cards last week, we have failed to deliver on this commitment. We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to improve Maps.
December 2012, when asked if it is true that he wakes up at 3:45 a.m. every morning:
Yes, every morning.
The problem is that when you love what you do, you don’t really consider it work. That’s what you do. And that’s how lucky I am.
October 2014, in a public essay:
I am proud to be gay and I consider being gay among the greatest gifts God has given me.
March 2015, the month before the Apple Watch launch:
Apple Watch opens a new chapter in our relationship with technology and we think our customers will love it. We can’t wait for people to start wearing Apple Watch to easily access important information, interact with the world, and live a better day by being more aware of their daily activity than ever before.
October 2015, on confidentiality:
We consider privacy to be a fundamental human right.
June 2017, expressing his enthusiasm for augmented reality:
I think it’s profound. I’m so excited about this, I just want to scream and scream.
March 2018, on what he would do if he were Mark Zuckerberg, amid a Facebook privacy scandal:
I wouldn’t be in this situation.
March 2020, in response to COVID-19:
There is no doubt that the challenge of this moment is evident. The entire Apple family is indebted to the heroic first responders, doctors, nurses, researchers, public health experts and public servants around the world who gave every ounce of their spirit to help the world overcome this ordeal.
August 2022, on Apple’s legacy:
I think when we look back one day and ask ourselves what Apple’s greatest contribution was, it will be in healthcare.
September 2022, in response to a customer asking why the iPhone didn’t support RCS, even though Android smartphones already did at the time:
Buy your mother an iPhone.
June 2023, in Apple’s Vision Pro announcement:
Today marks the beginning of a new era for computing. Just as the Mac introduced us to personal computing and the iPhone introduced us to mobile computing, Apple Vision Pro introduces us to spatial computing. Built on decades of Apple innovation, Vision Pro is years ahead and unlike anything created before – with a revolutionary new input system and thousands of revolutionary innovations.
April 2026, after announcing his resignation as CEO:
It has been the greatest privilege of my life to be the CEO of Apple and to be able to lead such an extraordinary company. I love Apple with all my being and am so grateful to have had the opportunity to work with a team of such resourceful, innovative, creative and deeply caring people who have demonstrated an unwavering dedication to enriching the lives of our customers and creating the world’s best products and services.
And a list of Cook quotes wouldn’t be complete without:
Good morning!
Cook will remain with Apple as executive chairman of the company’s board of directors. In this role, Apple said he would “assist on aspects of the business, including engaging with policymakers around the world.”
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