Last updated March 07 2008: 7:10 PM ET
On managing through the economic downturn "We've had one of these before, when the dot-com bubble burst. What I told our company was that we were just going to invest our way through the downturn, that we weren't going to lay off people, that we'd taken a tremendous amount of effort to get them into Apple in the first place -- the last thing we were going to do is lay them off. And we were going to keep funding. In fact we were going to up our R&D budget so that we would be ahead of our competitors when the downturn was over. And that's exactly what we did. And it worked. And that's exactly what we'll do this time."
|  Apple tops the list, Google and Berkshire Hathaway move up, and Costco cracks the top 20 this year. (more)  Apple's chief likes to make his own rules, whether the topic is computers, stock options, or even pancreatic cancer. (more)  For the third straight year, Apple is the most admired company for innovation. Which other innovators made the top 10? (more) |
