--- title: "Meaning & Key Takeaway of: That has always been the objective of…" description: "\"That has always been the objective of Apple: to do things that really enrich people's lives. That you look back on and you wonder, 'How did I live with..." image: "https://sms4smile.com/quotes/i/8a6/tim-cook-1729_apple_that-has-always-been-the-objective-of-ap_2020396.png" --- # That has always been the objective of Apple: to do things… ![“That has always been the objective of Apple: to do things that really enrich people's lives. That you look back on and you wonder, 'How did I live without this?'” quote by Tim Cook](https://sms4smile.com/quotes/i/8a6/tim-cook-1729_apple_that-has-always-been-the-objective-of-ap_2020396.png) [Download](https://sms4smile.com/quotes/i/8a6/tim-cook-1729_apple_that-has-always-been-the-objective-of-ap_2020396.png) [Open image](https://sms4smile.com/quotes/i/8a6/tim-cook-1729_apple_that-has-always-been-the-objective-of-ap_2020396.png) > “That has always been the objective of Apple: to do things that really enrich people's lives. That you look back on and you wonder, 'How did I live without this?'” [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Apple aims to create products that become indispensable, enriching daily life and prompting wonder. **In simple terms:** Make tools that people can’t imagine living without. Key Takeaway Design truly valuable products. Themes technology innovation user experience purpose Mood inspirational optimistic Type advice philosophical When to use this quote - launching new devices - solving everyday problems - enhancing productivity Key Concepts design thinking human‑centered tech product strategy Questions to Reflect On - What product could you not live without? - How does technology enrich your life? A Different Perspective Risk of over‑promising and under‑delivering can erode trust. ★ ★ ★ ★ ★ No ratings yet [Goals](https://sms4smile.com/quotes/about/goals/) [People](https://sms4smile.com/quotes/about/people/) [Technology](https://sms4smile.com/quotes/about/technology/) [Wonder](https://sms4smile.com/quotes/about/wonder/) ## Related quotes > [If you believe, as we believe, that diversity leads to better products, and we're all about making products that enrich people's lives, then you…](https://sms4smile.com/quotes/tim-cook/if-you-believe-as-we-believe-that-diversity-leads-to-better-products/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [I disagree with Apple on many things - such as its exclusive use of proprietary software and arbitrary restrictions on users seeking to copy,…](https://sms4smile.com/quotes/chelsea-manning/i-disagree-with-apple-on-many-things-such-as-its-exclusive-use-of/) [Chelsea Manning](https://sms4smile.com/quotes/author/chelsea-manning/) > [When Apple looks at what categories to enter, we ask these kinds of questions: What are the primary technologies behind this? What do we…](https://sms4smile.com/quotes/tim-cook/when-apple-looks-at-what-categories-to-enter-we-ask-these-kinds-of/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [Our whole goal in life is to give you something you didn’t know you wanted and then once you get it, you can’t imagine…](https://sms4smile.com/quotes/tim-cook/our-whole-goal-in-life-is-to-give-you-something-you-didn-t-know-you/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [It's not what Apple and Beats are doing today. It's what we believe pairing the two together can produce for the future.](https://sms4smile.com/quotes/tim-cook/it-s-not-what-apple-and-beats-are-doing-today-it-s-what-we-believe/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [France has always had a special place for Apple. This is the best place to discover and chat with all musicians, graphic designers, designers,…](https://sms4smile.com/quotes/tim-cook/france-has-always-had-a-special-place-for-apple-this-is-the-best/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [Apple doesn't do hobbies as a general rule.](https://sms4smile.com/quotes/tim-cook/apple-doesn-t-do-hobbies-as-a-general-rule/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [We're very simple people at Apple. We focus on making the world's best products and enriching people's lives.](https://sms4smile.com/quotes/tim-cook/we-re-very-simple-people-at-apple-we-focus-on-making-the-world-s-best/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [Apple has a culture of excellence that is, I think, so unique and so special. I'm not going to witness or permit the change…](https://sms4smile.com/quotes/tim-cook/apple-has-a-culture-of-excellence-that-is-i-think-so-unique-and-so/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [From our point of view it's important that Apple not be the developer for the world. We can't take all of our energy and…](https://sms4smile.com/quotes/tim-cook/from-our-point-of-view-it-s-important-that-apple-not-be-the-developer/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [Apple is the only company that can take hardware, software, and services and integrate those into an experience that's an 'aha' for the customer.…](https://sms4smile.com/quotes/tim-cook/apple-is-the-only-company-that-can-take-hardware-software-and/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [Apple Stores Offer the Best Buying Experience and Customer Service On The Planet](https://sms4smile.com/quotes/tim-cook/apple-stores-offer-the-best-buying-experience-and-customer-service-on/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [The pre-owned market allows us to reach customers who really want an Apple device but can't really reach that point. I think it is…](https://sms4smile.com/quotes/tim-cook/the-pre-owned-market-allows-us-to-reach-customers-who-really-want-an/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [The reality is, is that we love competition, at Apple. We think it makes us all better. But we want people to invent their…](https://sms4smile.com/quotes/tim-cook/the-reality-is-is-that-we-love-competition-at-apple-we-think-it-makes/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [Apple is this great American company that could have only happened here.](https://sms4smile.com/quotes/tim-cook/apple-is-this-great-american-company-that-could-have-only-happened/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) ## More by Tim Cook > [Maybe law enforcement would like the ability to turn on the camera on your Mac.](https://sms4smile.com/quotes/tim-cook/maybe-law-enforcement-would-like-the-ability-to-turn-on-the-camera-on/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [Televisions are devices with screens that things appear on.](https://sms4smile.com/quotes/tim-cook/televisions-are-devices-with-screens-that-things-appear-on/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [The sidelines are not where you want to live your life. The world needs you in the arena!](https://sms4smile.com/quotes/tim-cook/the-sidelines-are-not-where-you-want-to-live-your-life-the-world/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [Honestly, we’ll compete with everybody. I love competition. As long as people invent their own stuff, I love competition.](https://sms4smile.com/quotes/tim-cook/honestly-we-ll-compete-with-everybody-i-love-competition-as-long-as/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [Apple is this great American company that could have only happened here.](https://sms4smile.com/quotes/tim-cook/apple-is-this-great-american-company-that-could-have-only-happened/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [Our goal has never been to make the most. It's always been to make the best.](https://sms4smile.com/quotes/tim-cook/our-goal-has-never-been-to-make-the-most-it-s-always-been-to-make-the/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [It's hard to edit. It's hard to stay focused. And yet, we know we'll only do our best work if we stay focused. And…](https://sms4smile.com/quotes/tim-cook/it-s-hard-to-edit-it-s-hard-to-stay-focused-and-yet-we-know-we-ll/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [The reality is, is that we love competition, at Apple. We think it makes us all better. But we want people to invent their…](https://sms4smile.com/quotes/tim-cook/the-reality-is-is-that-we-love-competition-at-apple-we-think-it-makes/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [I love museums. But I don't want to live in one.](https://sms4smile.com/quotes/tim-cook/i-love-museums-but-i-don-t-want-to-live-in-one/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [From an app point of view, if you looked at innovation on the PC, you'd be hard pressed to find companies innovating. The list…](https://sms4smile.com/quotes/tim-cook/from-an-app-point-of-view-if-you-looked-at-innovation-on-the-pc-you-d/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [Without encryption, you and I wouldn't be able to do our banking online. We wouldn't be able to buy things online, because your credit…](https://sms4smile.com/quotes/tim-cook/without-encryption-you-and-i-wouldn-t-be-able-to-do-our-banking/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [We have never said that we're perfect. We've said that we seek that. But we sometimes fall short.](https://sms4smile.com/quotes/tim-cook/we-have-never-said-that-we-re-perfect-we-ve-said-that-we-seek-that/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [Those who try to achieve success without hard work ultimately deceive themselves-or worse-deceive others.](https://sms4smile.com/quotes/tim-cook/those-who-try-to-achieve-success-without-hard-work-ultimately-deceive/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [The pre-owned market allows us to reach customers who really want an Apple device but can't really reach that point. I think it is…](https://sms4smile.com/quotes/tim-cook/the-pre-owned-market-allows-us-to-reach-customers-who-really-want-an/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [America is always stronger when we do things together.](https://sms4smile.com/quotes/tim-cook/america-is-always-stronger-when-we-do-things-together/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) [Explore all 213 Tim Cook quotes ](https://sms4smile.com/quotes/author/tim-cook/) ## More Apple quotes > [“Neither's the one you get, less you want me to see if your apple's ripe, yet. - Yoren”](https://sms4smile.com/quotes/george-r-r-martin/neither-s-the-one-you-get-less-you-want-me-to-see-if-your-apple-s/) [George R.R. Martin](https://sms4smile.com/quotes/author/george-r-r-martin/) > [“Most people believe the apple merely represented Knowledge. But we know better. It was the Fruit of the Tree of Knowledge of Good and…](https://sms4smile.com/quotes/miranda-beverly-whittemore/most-people-believe-the-apple-merely-represented-knowledge-but-we/) [Miranda Beverly-Whittemore](https://sms4smile.com/quotes/author/miranda-beverly-whittemore/) > [The reason that Apple is able to create products like iPad is because we always try to be at the intersection of technology and…](https://sms4smile.com/quotes/steve-jobs/the-reason-that-apple-is-able-to-create-products-like-ipad-is-because/) [Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/) > [“An apple with a rotten core can only last so long,” he”](https://sms4smile.com/quotes/morgan-rice/an-apple-with-a-rotten-core-can-only-last-so-long-he/) [Morgan Rice](https://sms4smile.com/quotes/author/morgan-rice/) > [I'm not only a fan of Apple products, I have stock in the company. I think Steve Jobs has started one of the greatest…](https://sms4smile.com/quotes/kid-rock/i-m-not-only-a-fan-of-apple-products-i-have-stock-in-the-company-i/) [Kid Rock](https://sms4smile.com/quotes/author/kid-rock/) > [When Apple introduced its game-changing iPhone in 2007, Nokia was caught sleeping on the job. Although it had actually developed an iPhone-style device -…](https://sms4smile.com/quotes/noreena-hertz/when-apple-introduced-its-game-changing-iphone-in-2007-nokia-was/) [Noreena Hertz](https://sms4smile.com/quotes/author/noreena-hertz/) > [I like to make pies. That's kind of my new obsession - peach, blueberry, apple, strawberry. I make a really good pumpkin pie with…](https://sms4smile.com/quotes/morgan-saylor/i-like-to-make-pies-that-s-kind-of-my-new-obsession-peach-blueberry/) [Morgan Saylor](https://sms4smile.com/quotes/author/morgan-saylor/) > [I love to eat an apple after a meal, just to cleanse my teeth - they always look polished afterwards.](https://sms4smile.com/quotes/catherine-zeta-jones/i-love-to-eat-an-apple-after-a-meal-just-to-cleanse-my-teeth-they/) [Catherine Zeta-Jones](https://sms4smile.com/quotes/author/catherine-zeta-jones/) > [Back in my school days, when I would scuttle off with a cheese roll, an apple, a box of Sun-Maid raisins and a Penguin…](https://sms4smile.com/quotes/rachel-khoo/back-in-my-school-days-when-i-would-scuttle-off-with-a-cheese-roll-an/) [Rachel Khoo](https://sms4smile.com/quotes/author/rachel-khoo/) > [As far as Apple goes, it was a different company every few years from the time I joined in 1984.](https://sms4smile.com/quotes/alan-kay/as-far-as-apple-goes-it-was-a-different-company-every-few-years-from/) [Alan Kay](https://sms4smile.com/quotes/author/alan-kay/) > [“You are the apple of Love’s eye.”](https://sms4smile.com/quotes/david-paul-kirkpatrick/you-are-the-apple-of-love-s-eye/) [David Paul Kirkpatrick](https://sms4smile.com/quotes/author/david-paul-kirkpatrick/) > [Like a satellite in orbit, Apple is perpetually falling. It just happens to miss Earth every time.](https://sms4smile.com/quotes/horace-dediu/like-a-satellite-in-orbit-apple-is-perpetually-falling-it-just/) Horace Dediu > [Positive thinking is so firmly enshrined in our culture that knocking it is a little like attacking motherhood or apple pie.](https://sms4smile.com/quotes/srikumar-rao/positive-thinking-is-so-firmly-enshrined-in-our-culture-that-knocking/) [Srikumar Rao](https://sms4smile.com/quotes/author/srikumar-rao/) > [To the extent that anyone anywhere does anything interesting, the question is: 'Why isn't Apple doing that; why is Apple behind in that?' We…](https://sms4smile.com/quotes/craig-federighi/to-the-extent-that-anyone-anywhere-does-anything-interesting-the/) [Craig Federighi](https://sms4smile.com/quotes/author/craig-federighi/) > [I read the Steve Jobs book, and that kind of changed everything. I've been, like, an Apple geek my whole life and have always…](https://sms4smile.com/quotes/g-eazy/i-read-the-steve-jobs-book-and-that-kind-of-changed-everything-i-ve/) [G-Eazy](https://sms4smile.com/quotes/author/g-eazy/) Browse all 889 Apple quotes ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "That has always been the objective of Apple: to do things that really enrich people's lives. 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