Dan Frommer, of Business Insider, summarizes Tim Cook's talk at the Goldman Sachs Technology Conference:

We are the most focused company that I know of or have read of or have any knowledge of. We say no to good ideas every day. We say no to great ideas in order to keep the amount of things we focus on very small in number so that we can put enormous energy behind the ones we do choose. The table each of you are sitting at today, you could probably put every product on it that Apple makes, yet Apple's revenue last year was $40 billion. I think any other company that could say that is an oil company. That's not just saying yes to the right products, it's saying no to many products that are good ideas, but just not nearly as good as the other ones. I think this is so ingrained in our company that this hubris you talk about that happens to companies that are successful and sole role in life is to get bigger, I can tell you the management team at Apple would never let that happen. That's not what we're about. Small list of things to focus on.

So what's the moral of this quote?

If you look at the excerpt above that is in bold (emphasis was mine), Apple chooses to be better, not bigger.

This relates to my frequent rant about the absence of feature excellence in constantly growing feature checklists, especially in the BI realm.

Updated: Here's the audio recording of the discussion.