You have to make sure that you’re focused on the thing that matters.

March 6, 2018

There is more noise in the world than change. One of my roles is to try to block the noise from the people who are really doing the work. That’s tougher and tougher in this environment. The priorities are about saying no to a bunch of great ideas. We can do more things than we used to do because we’re a bit bigger. But in the scheme of things versus our revenue, we’re doing very few things. I mean, you could put every product we’re making on this table, to put it in perspective. I doubt anybody that is anywhere near our revenue could say that. You have to make sure that you’re focused on the thing that matters. And we do that fair­­ly well. I worked at a company a while back, many years ago, where every hallway you go in, you would see their stock price being monitored. You will not find that here. And not because you can get it on your iPhone.Tim Cook - Why Apple is the World's Most Innovate Company

"We can do more things than we used to do because we’re a bit bigger. But in the scheme of things versus our revenue, we’re doing very few things. I mean, you could put every product we’re making on this table, to put it in perspective. I doubt anybody that is anywhere near our revenue could say that." This has been a long term motto for Apple and something that Steve Jobs often referenced as well. What people tend to forget though, is just how much bigger Apple is today than it was 7 years ago.

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