Apple Music is a big idea, and it's going to take some time to fulfill its overall dream.

A fundamental American question is, 'What's the big idea?'

Apple Music is trying to create an entire pop culture experience that includes audio and video. If South Park walks into my office, I'm not going to say, 'You're not musicians.' We're going to do whatever hits pop culture smack on the nose.

It's the combination: big idea with a good entrepreneur: there's nothing more powerful.

Apple, of all the global tech companies, was the one that understood why artists make things.

Their lives are bigger than any big idea