This document discusses how Apple has built a highly profitable company culture. It summarizes that Apple achieved $1 trillion in revenue by focusing on getting customers to buy products, buy again through subsequent purchases, and tell their friends through word-of-mouth marketing. Apple accomplishes this through creating insanely great products, an interlinked ecosystem, and delivering a wow customer experience. The company culture fosters alignment, teamwork, ownership, communication, innovation and delivering world-class customer service. Tim Cook emphasized the values of focus, collaboration and excellence that are deeply embedded in Apple's culture.