There is an extraordinary breadth and depth and tenure among the Apple executive team, and these executives lead over 35,000 employees that I would call “all wicked smart.
B.
They believe in the simple, not the complex.
C.
They believe that we need to own and control the primary technologies behind the products we make, and participate only in markets where we can make a significant contribution.
D.
Apple’s Values are qualities, customs, standards, and principles that the company believes will help it and its employees succeed.