相比乔布斯，库克是一个传统的高效CEO，在他的带领下苹果正稳步前进，不用说，这么多年的工作，他自然懂得一些关于成功、领导、组织和创新方面的知识。

1、“生活不是要你站在边线围观，这个世界需要你参与进来。”

“The sidelines are not where you want to live your life. The world needs you in the arena.”

---库克在乔治华盛顿大学发表毕业演讲

2、“有时候会遇到困境，但它给予了对自己的信心，让我走自己的路，超越逆境，抛开偏见。它也给予了我犀牛一样的皮肤，当你成为苹果CEO的时候，迟早会派上用场。”

“It’s been tough and uncomfortable at times, but it has given me the confidence to be myself, to follow my own path, and to rise above adversity and bigotry. It’s also given me the skin of a rhinoceros, which comes in handy when you’re the CEO of Apple.”

---库克出柜后，在彭博社发表文章

3、“历史极少会对一个人让步，但是，你想一下，且不要忘记，当它这么做的时候世界发生了什么。那个人可以是你，那个人应该是你，那个人必须是你。”

"History rarely yields to one person, but think and never forget what happens when it does. That can be you. That should be you. That must be you.”

---2015年，库克在乔治华盛顿大学发表毕业演讲

4、“有些人认为创新就是改变，我们从来不这么看，我认为，让事情变得更好，就是创新。”

"Some people see innovation as change, but we have never really seen it like that. It’s making things better."

---库克就iOS 6和iOS 7的变化接受媒体采访

5、“在技术圈有这样一种现象，几乎是一种病态，那就是对成功的定义。你能拿到多少点击量，你拥有多少活跃用户，你销售了多少台设备。每一个技术圈的人都想要大数据，乔布斯从不被这些影响，他只专注于做到最好。”

“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.”

---库克接受Fast Company采访

6、“隐私是一个人的基本人权，我们会做一切努力来帮助维持这个权利。”

“We see that privacy is a fundamental human right that people have. We are going to do everything that we can to help maintain that trust.”

---库克在聆听奥巴马演讲时，就隐私问题接受媒体采访

7、“他没有老师的头衔，但他却是我遇到的最好的老师，他不是一个传统的老师，但他是最好的，绝对是最好的。”

"He’s not given credit as a teacher. But he’s the best teacher I ever had by far. There was nothing traditional about him as a teacher. But he was the best. He was the absolute best."

---库克谈乔布斯

8、如果苹果CEO是一个同性恋，可以帮助一些正在挣扎的人认识自己，可以给那些孤单的人带来宽慰，可以鼓励人们坚持做自己，那么，公开我自己的隐私就是值得的。

“So if hearing that the CEO of Apple is gay can help someone struggling to come to terms with who he or she is, or bring comfort to anyone who feels alone, or inspire people to insist on their equality, then it’s worth the trade-off with my own privacy.”

---库克出柜后，在《彭博社》上发表文章

9、“你要找到你的信念，然后坚持。你要找到你的北极星。你要会做选择。有一些容易，有一些艰难，还有一些会让你质疑一切。”

“It’s about finding your values, and committing to them. It’s about finding your North Star. It’s about making choices. Some are easy. Some are hard. And some will make you question everything.”

---库克在乔治华盛顿大学发表演讲

10、“人生很多时候，依靠直觉更加适合。有意思的是，我发现，在做最重要决定的时候，直觉起着至关重要的作用。”

“There are times in all of our lives when a reliance on gut or intuition just seems more appropriate—when a particular course of action just feels right. And interestingly I've discovered it's in facing life's most important decisions that intuition seems the most indispensable to getting it right.”

---库克在奥本大学发表毕业演讲

11、“社会进步的表现之一是，不再仅仅根据一个人的性取向、种族以及性别来定义一个人。”

"Part of social progress is understanding that a person is not defined only by one's sexuality, race, or gender."

---库克出柜后，在彭博社发表文章

12、“我们不是第一家MP3生产商;我们不是第一家平板电脑厂商;我们不是第一家智能手机厂商;但毫无疑问，我们生产了第一款现代智能手机，生产了第一款现代的智能手表，这种‘第一 ’才重要。”

“We weren’t first on the MP3 player; we weren’t first on the tablet; we weren’t first on the smartphone. But we were arguably the first modern smartphone, and we will be the first modern smartwatch—the first one that matters.”

---库克就Apple Watch接受Fast Company采访时说

13、“苹果公司的教条，一直是大胆作出离开的决定。”

"Apple has always had the discipline to make the bold decision to walk away."