"Everybody in our company is responsible to be innovative, whether they're doing operational work or product work or customer service work.
"[Creativity] is caring enough to call the person who works over in this other area, because you think the two of you can do something fantastic that hasn't been thought of before. It's providing an environment where that feeds off each other and grows."
The company's creative and collaborative working culture drives Apple forward. According to Tim, the enormous external pressure to innovate is nothing compared to the pressure exerted from the company's own employees.