“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."