12 brilliant business advice tips from Apple CEO Tim Cook

12 business advice quotes from Tim Cook

Apple’s CEO has given excellent business advice since he took command

Tim Cook, has had to endure endless criticism ever since Steve Job asked him to take command of Apple. I’ve never bought into it. Why would I? Apple continues to expand, while the language used by some of his critics hints that their negativity is based on ignorant prejudice, which I reject. Here are just a dozen nuggets of great business advice from Apple’s CEO.

Business focus

“You can only do so many things great, and you should cast aside everything else.”

Business mission

“You know, we want to really enrich people’s lives at the end of the day, not just make money. Making money might be a by-product, but it’s not our North Star.”

Business strategy

“Price is rarely the most important thing. A cheap product may sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.”

Business practise

“There’s this thing in technology, almost a disease, where the definition of success is making the most. How many clicks did you get, how many active users do you have, how many units did you sell? Everybody in technology seems to want big numbers. Steve never got carried away with that. He focused on making the best.”

Business management

“I despise politics. There is no room for it in a company. My life is going to be way too short to deal with that. No bureaucracy. We want this fast-moving, agile company where there are no politics, no agendas.”

Business ethics

“I’m more concerned about people thinking like computers. Without compassion, without concern for consequences… Whatever we do we must infuse it with the humanity we are born with.”

Business values

“And because companies are nothing more than a collection of people, by extension, companies should have values. And I think that’s never been more important than today, in all parts of the world. Not only in this country, but everywhere.”

Business expression

“If you only want me to make things, make decisions that have a clear ROI, then you should get out of the stock.”

Business and citizenship

“I think we do have a responsibility to create jobs. I think we have a responsibility to give back to the communities, to pick ways that we can do that … and not just in the U.S., but abroad as well.”

Business realism

“Companies that get confused, that think their goal is revenue or stock price or something. You have to focus on the things that lead to those.”

Business startups

“Do what you love, and put your whole heart into it, and then just have fun. “My advice to all of you is, don’t work for money — it will wear out fast, or you’ll never make enough and you will never be happy, one or the other.”

Business life

“Life is fragile. We’re not guaranteed a tomorrow so give it everything you’ve got.”

What else has Tim Cook said about business? Let us know in comments below.

Jonny Evans

Watching Apple since 1999. I don't say what they should do. I say what they might do. They sometimes do.

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