Speaking at BoxWorks, the annual conference by cloud storage firm Box, Cook is asked “What’s next for Apple?” by Box CEO Levie.
We haven’t even started yet. Keep in mind our goal isn’t to be the biggest. We’ve always wanted to make the best, and we’ve always believed very deeply that if we made the best products, we can keep investing and doing more work. We’re still doing that, and that part of our DNA is very much the same as it’s been.