I never make a movie for awards consideration. I will use the hope of getting an Academy Award a) to honor the people who work so hard and also b) it's the greatest Good Housekeeping seal in the world. It's the greatest brand. It's as good as Louis Vuitton and Dior in the world of moviemaking. It's the Super Bowl.
The system is that there is no system. That doesn't mean we don't have process. Apple is a very disciplined company and we have great processes. But that's not what it's about. Process makes you more efficient.
