Jensen's operator inequality and Jensen's trace inequality for real functions defined on an interval are established in what might be called their definitive versions. This is accomplished by the introduction of genuine non-commutative convex combinations of operators, as opposed to the contractions considered in earlier versions of the theory by the authors, and by Brown and Kosaki. As a consequence, one no longer needs to impose conditions on the interval of definition. It is shown how this relates to the pinching inequality of Davis, and how Jensen's trace inequality generalizes to C*-algebras.