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Tim Cook: Apple is already working on products that won’t ship until the 2020s

Tim Cook Interview

Earlier this week, Apple was named the most innovative company in the world by Fast Company. Hardly a surprise, Apple over the last 12 months introduced a number of compelling new products, not the least of which was the iPhone X, an arguably revolutionary device that completely re-imagined what the smartphone user experience should be.

Alongside Apple's #1 ranking, Tim Cook sat down for a wide-ranging interview with the publication where he touched on a number of interesting topics, including Apple's financial situation and how the company plans to keep raising the bar for tech innovation in the years ahead.

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Tim Cook: Apple is already working on products that won’t ship until the 2020s originally appeared on BGR.com on Wed, 21 Feb 2018 at 16:20:02 EDT. Please see our terms for use of feeds.

Tim Cook Says Apple is Always Focused on ‘Products and People’ Over Wall Street Expectations

Fast Company today published an interview with Tim Cook after naming Apple the world's most innovative company yesterday.

Image Credit: Fast Company/Ioulex Photography

Apple's CEO primarily reflected on the iPhone maker's culture and approach that has led to products such as the iPhone X, Apple Watch, AirPods, and HomePod, and as to be expected, he talked up the company he runs.

Cook said Apple's focus is always on "products and people," for example, rather than the company's earnings results or stock price.
Fast Company: What makes a good year for Apple? Is it the new hit products? The stock price?

Tim Cook: Stock price is a result, not an achievement by itself. For me, it's about products and people. Did we make the best product, and did we enrich people's lives? If you’re doing both of those things–and obviously those things are incredibly connected because one leads to the other—then you have a good year.
Apple is "not in it for the money" with Apple Music, for instance, according to Cook, who says the streaming music service is more about ensuring that artists are funded in order to have a "great creative community."
Fast Company: Music has always been part of the Apple brand. Apple Music has had a lot of user growth, but streaming is not a major money­maker. Do you think about streaming as a potential stand-alone profit area, or is it important for other reasons?

Tim Cook: […] Music is a service that we think our users want us to provide. It's a service that we worry about the humanity being drained out of. We worry about it becoming a bits-and-bytes kind of world, instead of the art and craft.

You're right, we're not in it for the money. I think it's important for artists. If we're going to continue to have a great creative community, [artists] have to be funded.
He added that Apple is an "outlier" in the sense that Wall Street has "little to no effect" on the company—which is the world's most valuable.
Fast Company: Do the investment markets make innovation harder? Or does Wall Street motivate change?

Tim Cook: The truth is, it has little to no effect on us. But we are an outlier. More generally, if you look at America, the 90-day clock [measuring results by each fiscal quarter] is a negative. Why would you ever measure a business on 90 days when its investments are long term?
Cook said what drives Apple is creating products that "change the world for the better" with innovative new features.
Tim Cook: Take iPhone X, the portrait-lighting feature. This is something that you had to be a professional photographer with a certain setup to do in the past. Now, iPhone X is not a cheap product, but a lighting rig–these things were tens of thousands, hundreds of thousands of dollars.
He added that one of Apple's unique qualities is patience in perfecting its products, rather than rushing to be first to the market.
Fast Company: Sometimes Apple takes the lead, introducing unique features–Face ID, for instance. Other times you're okay to follow, as long as you deliver what you feel is better, like HomePod, which is not the first home speaker. How do you decide when it's okay to follow?

Tim Cook: I wouldn't say "follow." I wouldn’t use that word because that implies we waited for somebody to see what they were doing. That's actually not what's happening. What's happening if you look under the sheets, which we probably don't let people do, is that we start projects years before they come out. You could take every one of our products–iPod, iPhone, iPad, Apple Watch–they weren't the first, but they were the first modern one, right?

In each case, if you look at when we started, I would guess that we started much before other people did, but we took our time to get it right. Because we don't believe in using our customers as a laboratory. What we have that I think is unique is patience. We have patience to wait until something is great before we ship it.
Cook's comments are similar to ones he has shared in the past, and the interview portrays Apple in the best possible way, but the full article is still a worthwhile read for those who want more perspective about the company's beliefs.


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Tim Cook talks about the culture that led to iPhone X, AirPods, Apple Watch 3 & HomePod

Juts a day after it named Apple the most innovative company of the year, Fast Company on Wednesday sat down with Apple CEO Tim Cook to discuss topics like competition, innovation and the culture and approach that led to iPhone X, AirPods, Apple Watch 3 and HomePod.... Read the rest of this post here


"Tim Cook talks about the culture that led to iPhone X, AirPods, Apple Watch 3 & HomePod" is an article by iDownloadBlog.com.
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Tim Cook talks succession, dividend distribution, and more at shareholder meeting

Tim Cook spoke at length regarding succession planning, divisent distribution, Apple Pay success, and more at Apple’s annual shareholder’s meeting today.

... Read the rest of this post here


"Tim Cook talks succession, dividend distribution, and more at shareholder meeting" is an article by iDownloadBlog.com.
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Apple CEO Tim Cook: Hardware and Software Integration Will Set HomePod Apart From Competitors

Apple CEO Tim Cook is spending some time in Canada this week, and yesterday he attended a hockey game and visited the Eaton Centre Apple Store in Toronto.

Cook today stopped by the offices of Canadian e-commerce platform Shopify, where he spoke to the Financial Post about augmented reality apps and the HomePod.


On the topic of the HomePod, Cook said that Apple's deep integration between hardware and software will help to differentiate the smart speaker from competing products like Amazon's Alexa and the Google Home.
"Competition makes all of us better and I welcome it," Cook said. "(But) if you are both trying to license something and compete with your licensees, this is a difficult model and it remains to be seen if it can be successful or not."
Cook also said a quality, "very immersive audio experience" was one thing missing from the smart speaker market, which Apple is aiming to fix. "Music deserves that kind of quality as opposed to some kind of squeaky sound," he said.

The HomePod, which, at $349 in the United States is more expensive than competing products, features a 7 tweeter array, an Apple-designed 4-inch upward-facing woofer, and spatial awareness, all of which is designed to provide the best possible sound.

During his interview with the Financial Post, Cook also spoke about augmented reality, a topic he's covered many times in the past. Cook said AR is "the most profound technology of the future" that's able to amplify human experience instead of substitute it.

Cook said developers across Canada are adopting AR at a "very fast rate" and that he "couldn't be happier" with developer interest in ARKit.

Cook's full interview, which includes additional comments on augmented reality and details on features coming to Shopify, can be read over at the Financial Post website.

Related Roundup: HomePod

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