Tim Cook on Apple's discipline: hardest decisions are the things not to work on
_AustinCalvert_ · x · 2026-09-06
A repost of Tim Cook's 2014 Charlie Rose interview: gesturing at a small table, he said every product Apple ships today could fit on it. Most companies keep growing their portfolios because adding is easy and editing is hard, but "we'll only do our best work if we stay focused. The hardest decisions we make are all the things not to work on."
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