Why Apple's values guide everything they do.

Added: 2026-04-30

[00:00:00]Mhm.

[00:00:01]>> Yeah. I think you know a a company is a collection of people and people should have values and therefore a company should have values. That's my simpleton view of the world. And so the things that we bring to the table are things like accessibility.

[00:00:16]We we want everybody to be able to use our products. Uh and so we designed them from the start of if somebody's blind that they can use our product or if somebody's deaf they can use our product.

[00:00:29]uh privacy. We think it's a fundamental human right and so we design privacy into our products from the from the get-go. We believe everybody should be treated with dignity and respect. And so we treat each other like that. We have a great trust in the way that we we treat each other and we treat our customers that way. We we treat everyone that we come in contact with that way. We believe in education because for many of us it was the great equalizer.

[00:00:59]>> You know I come from a very uh modest background and education was so critical in my trajectory. It's so so critical.

[00:01:09]And so all of these things and our focus on the environment, our belief in sustainability and reducing carbon emissions, all of these things are part of who we are as people and and they help guide our decisionmaking.

[00:01:27]>> I don't know if you've been reading the news, but we are living in a very chaotic time with a lot of change. Does that make it any harder to maintain those values? No, I think it in a lot of ways I think it makes it more important to have them and so you can see your way in a in a world that is you know dynamic and changing and and so forth. And so I I think it's critical to have a north star.

[00:01:56]And you know, you you might get buffeted with the wind blowing and and so forth, but you keep moving toward the north star. And uh that's the way I see it.