Yesterday CNBC interviewed Apple senior vice president of services Eddy Cue at the CNBC CEO Council Summit on how the tech giant chooses ‘great things’ to focus on while passing on millions of other ideas.

Apple’s senior vice president of services Eddy Cue attributes a lot of the success the market’s biggest company has to saying “no” more often than “yes.”

“We say ‘no’ to almost everything,” Cue said in a conversation with CNBC’s Jim Cramer at the inaugural CNBC CEO Council Summit in Santa Barbara, California, on Tuesday. “When you get as large as we are, it’s easy to think you can do anything or everything, and it’s just not true.”

According to Cue, an idea only makes it off the drawing board at Apple if it’s something the company knows it can execute well and if it’s something consumers really care about.

Below is a key snippet from that interview with Jim Cramer.