NBC's Brian Williams and Apple CEO Tim Cook visit an Apple Store.

NBC's Brian Williams and Apple CEO Tim Cook visit an Apple Store. (NBC News)

TIM COOK:

Love it.  I love it.

BRIAN WILLIAMS:


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Let this stuff out.  Whatever you're thinking of for the future … it's all right.

TIM COOK:

Our whole role in life is to give you something you didn't know you wanted. And then once you get it, you can't imagine your life without it.

BRIAN WILLIAMS:

Starting with?

TIM COOK:

And you can count on Apple doing that. 

BRIAN WILLIAMS:

Oh man, that's frustrating.

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Follow Chris O'Brien on Twitter @obrien.