Max Headroom 
UNCLASSIFIED
Tim Cook will be stepping down as Apple’s CEO in just five more days, with the company’s hardware engineering chief John Ternus set to take over.
Below, we have surfaced some of Cook’s notable quotes over his 15 years leading Apple.
August 2011, in an email to Apple employees upon becoming CEO:
I want you to be confident that Apple is not going to change. I cherish and celebrate Apple’s unique principles and values. Steve built a company and culture that is unlike any other in the world and we are going to stay true to that – it is in our DNA. We are going to 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’re going to double down on secrecy on products. I’m serious.
September 2012, in a public apology about the botched launch of Apple Maps:
At Apple, we strive to make world-class products that deliver the best experience possible to our customers. With the launch of our new Maps last week, we fell short on this commitment. We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better.
December 2012, when asked if it is true that he wakes up at 3:45 a.m. every morning:
Yes, every morning.
The thing about it is, when you love what you do, you don’t really think of it as work. It’s what you do. And that’s the good fortune of where I find myself.
October 2014, in a public essay:
I’m 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 launched:
Apple Watch begins a new chapter in the way we relate to technology and we think our customers are going to love it. We can’t wait for people to start wearing Apple Watch to easily access information that matters, to interact with the world, and to live a better day by being more aware of their daily activity than ever before.
October 2015, on privacy:
We see that privacy is a fundamental human right that people have.
June 2017, expressing his excitement about augmented reality:
I think it is profound. I am so excited about it, I just want to yell out 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 mistaking the challenge of this moment. The entire Apple family is indebted to the heroic first responders, doctors, nurses, researchers, public health experts and public servants globally who have given every ounce of their spirit to help the world meet this moment.
August 2022, on Apple’s legacy:
I think that when we look back one day and ask, what’s been Apple’s greatest contribution, it will be in health.
September 2022, in response to a customer asking why the iPhone did not support RCS, when Android smartphones already did at the time:
Buy your mom 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 iPhone introduced us to mobile computing, Apple Vision Pro introduces us to spatial computing. Built upon decades of Apple innovation, Vision Pro is years ahead and unlike anything created before — with a revolutionary new input system and thousands of groundbreaking innovations.
April 2026, upon announcing he is stepping down as CEO:
It has been the greatest privilege of my life to be the CEO of Apple and to have been trusted to lead such an extraordinary company. I love Apple with all of my being, and I am so grateful to have had the opportunity to work with a team of such ingenious, innovative, creative, and deeply caring people who have been unwavering in their dedication to enriching the lives of our customers and creating the best products and services in the world.
And a list of Cook quotes would not be complete without:
Good moooorning!
Cook will remain at Apple as executive chairman on the company’s board of directors. In this role, Apple said he will “assist with certain aspects of the company, including engaging with policymakers around the world.”
This article, “Tim Cook Stepping Down as Apple CEO Next Week: 15 Years in Quotes” first appeared on MacRumors.com
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