Transcript:
what do you mention the next 10 years your life it’s gonna be about um you know this is probably a bad example but I’m gonna use it when this whole thing with Gizmodo happened I got a lot of advice from people that said you’ve got to just let it slide you can’t you shouldn’t you shouldn’t go after a journalist because they bought stolen property and they tried to extort you should let it slide Apple’s a big company now you don’t want the PR you should let it slide and I thought deeply about this and I ended up concluding that the worst thing that could possibly happen as we get big and we get a little more influence in the world is if we change our core values and start letting it slide I can’t do that I’d rather quit you know you go back five years ago what would we have done if something like this happened you go back ten years ago you know what would you do if ya without going into that it we have the same values now as we had then we’re maybe a little more experienced certainly more beat up but but the core values are the same and we come into work wanting to do the same thing today as as we did five or ten years ago which is build the best products for people you know there’s nothing that makes my day more than getting an email from some random person in the universe who just bought an iPad over in the UK and tells me the story about how it’s the coolest product they’ve ever brought home you know in their lives that’s what keeps me going and it’s what kept me going five years ago it’s what kept me going ten years ago when the doors were almost closed and it’s what will keep me going five years from now whatever happens
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