Tim Cook has yet to attain the star status of Steve Jobs, his predecessor in Apple's top job. Jobs was a tough act to follow in that regard, of course, and they are very different men: whereas Jobs was a natural showman, Cook has spoken of the value he sets on personal privacy, and doesn't seek out the limelight.
But Cook has achieved a great deal at Apple, and when he does speak, he does so with great eloquence, passion and intelligence. We have collected 13 of our favourite inspirational Tim Cook quotes.
The most inspirational Tim Cook quotes
Too often people think about intuition as the same as relying on luck or faith. At least as I see it, nothing could be further from the truth. Intuition can tell you, of the doors that are open to you, which one you should walk through. But intuition cannot prepare you for what's on the other side of that door.
14 May, 2010. Auburn University commencement speech: Cook is talking about the decision to join Apple, which he says required him to "think beyond my training as an engineer".
I personally admire Steve not most for what he did, or what he said, but for what he stood for. The largest lesson I learned from Steve was that the joy in life is in the journey, and I saw him live this every day.
19 October, 2011. Part of Cook's speech at Steve Jobs' memorial.
We care about every worker in our worldwide supply chain… What we will not do - and never have done - is stand still or turn a blind eye to problems in our supply chain. On this you have my word.
26 January, 2012. Letter to Apple employees following a brutal report on supply-chain conditions by the New York Times.
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.
6 December, 2012: interview with Businessweek.
Creativity and innovation are something you can't flowchart out.
Later in the same interview.
People that are not political. People that are not bureaucrats. People that really don't care who gets credit. People that can privately celebrate the achievement, but not care if their name is the one in the lights. There are greater reasons to do things.
26th April, 2013. Cook describes the kind of employee he looks for as Apple's CEO. He was speaking with Bill Boulding, the Dean of Duke University's Fuqua School of Business, on his 25th anniversary reunion.
Winning has never been about making the most.
28 May, 2013. Speaking on the first day of the All Things Digital Conference, Cook responds to questions about the Android sector's superior unit sales and market share.
When we work on making our devices accessible by the blind, I don't consider the bloody ROI. If you want me to do things only for ROI reasons, you should get out of this stock.
28 February 2014. Cook's furious response when Justin Danhof (of the National Center for Public Policy Research, a rightwing think tank) repeatedly pressed Cook on the effect of Apple's environment-related policies on the company's bottom line.
The philosophy has always been to be the best, not the first.
14 September, 2014. TV interview with Charlie Rose.
From the onset, I wanted to pour every ounce that I had in myself into the company. But in terms of being everything [Steve Jobs] was, I never had that objective. I've never had the objective of being like him. Because I knew, the only person I can be is the person I am, right? I'm not an actor.
Later in the same interview.
We have never worked with any government agency from any country to create a backdoor in any of our products or services. We have also never allowed access to our servers. And we never will.
17 September, 2014. A letter to Apple customers on the subject of privacy.
I don't consider myself an activist, but I realize how much I've benefited from the sacrifice of others. So if hearing that the CEO of Apple is gay can help someone struggling to come to terms with who he or she is, or bring comfort to anyone who feels alone, or inspire people to insist on their equality, then it's worth the trade-off with my own privacy.
30 October, 2014. Cook wrote a Businessweek article in which he talked publicly for the first time about the joys and challenges of life as a gay man, and of his hopes that by doing so he can help others. Cook's sexual orientation has long been one of the worst-kept secrets in Silicon Valley and - contrary to some critical articles that followed his essay - he has long been a vocal and tireless campaigner for gay rights. But this was the first time he has publicly acknowledged this aspect of his life.
We pave the sunlit path toward justice together, brick by brick. This is my brick.
30 October, 2014. The closing words of Cook's essay, which reference a speech by Martin Luther King.