Tim Cook on the Urgency of Solving Problems, Unpredictability of Apple, and Industry Disruption

Discussion in 'MacRumors.com News Discussion' started by MacRumors, Dec 19, 2012.

  1. macrumors bot


    Apr 12, 2001

    Following yesterday's announcement that Apple CEO Tim Cook had been named to the shortlist for TIME's annual Person of the Year feature, the magazine has published a lengthy profile of Cook today covering his runner-up status.

    Much of the information in the profile has been discussed in other settings, but it offers a good overview of Cook and his time at Apple. The piece also offers a few fresh quotes from Cook about his perspective and his role in leading Apple. The report touches on Cook's combination of calm demeanor and intense focus, noting that he can just as easily lighten the mood with his manner as light fires under others to spur them to action.
    Cook also addresses some of the uncertainty that has surrounded Apple in recent months, from a stock price weighed down by assorted factors to the Apple Maps situation to fears that Apple is losing ground to competitors in the mobile industry:
    TIME notes that Cook has yet to truly be tested in terms of bringing innovative products to the market, with much of Apple's massive slate of 2012 product releases having already been in the works before Cook took full control of Apple and the company yet to enter a new market under his watch. But Cook acknowledges that he intends to continue the Apple tradition of entering markets with the full intention of disrupting the status quo.
    Television has of course been rumored to be the next industry where Apple hopes to make a major impact, but progress has reportedly been slow as it seeks to reach content deals that will allow the company to offer the bundle of hardware and services it needs to make its desired impact. Apple has long dabbled in television through the iTunes Store and the Apple TV, with Apple executives repeatedly referring to the current set-top box as a "hobby" that the company would "keep pulling the string" on. In recent months, television appears to have been a bigger focus for Apple with Cook referring to it several times as an area of "intense interest" for Apple.

    (Photo by Marco Grob for TIME)

    Article Link: Tim Cook on the Urgency of Solving Problems, Unpredictability of Apple, and Industry Disruption
  2. macrumors demi-god


    Jun 2, 2007
    The post is coming from inside the house!
    Truly one of the most interesting people in the news this year. I could have seen Time naming him with the top honor.
  3. macrumors 6502

    Sep 1, 2004
    Was that picture of him taken just after a house fire?
  4. macrumors 6502a

    Jul 1, 2010
    No, it was taken after a BBQ fire
  5. macrumors 68000


    Jul 1, 2010
    Keep on Pulling That String, Tim!

    This stuff never gets old.

    Tim is much more of a mainstream PR hound than Steve was in his later years. He sounds like he has some excellent writers.
  6. macrumors 68020


    Sep 22, 2009
    The biggest thing Cook will oversee is the "real" Apple TV. If it's as revolutionary as the iPhone was, then he can be named a true innovator.
  7. macrumors regular

    Jul 23, 2011
    The fact is, Apple still has a lot more talented people working than all other tech companies combined together. They won't have much problem for many years to come.
  8. macrumors newbie

    Dec 17, 2012
  9. nuckinfutz, Dec 19, 2012
    Last edited by a moderator: Dec 19, 2012

    macrumors 603


    Jul 3, 2002
    Middle Earth
    Apple should make a thermostat....oh wait!

    I too am keen on seeing if the Cook led Apple can deliver. Part of me thinks the company's standards have dropped a bit.

    I isn't just CEO that don't suffer fools well. Consumers don't either but they just don't have Time magazine to lob them slow pitch easy questions.

    As far as disruption. **** TV. It's a wasteland. As Jobs it's what you do to turn your brain off.

    The next MAJOR market for disruption is security. If you can a way to build the better mousetrap here in a low friction manner the consumer market is YOURS.
  10. macrumors 6502a

    SnowLeopard OSX

    Dec 5, 2012
  11. macrumors 603


    Jul 3, 2002
    Middle Earth
    After the Maps debacle. Yes
  12. macrumors member

    Jan 26, 2010
    Man of the Year

    It's not an award or honor. Hitler was named once; so it's not some sort of prize.
  13. macrumors 603


    Sep 19, 2003
    Canada, eh?
    Was just going to say, that's one unflattering photo.

    He looks like he's just finished a shift in the coal mines.
  14. macrumors regular

    Jul 30, 2008
    Reading this made me fairly excited for the next big thing.
  15. macrumors newbie

    Aug 19, 2012

    Lol!! Logged in just to rate that up!
  16. macrumors newbie

    Apr 9, 2012
    Steve Jobs cared about Computers, Music, Internet, Communications. And he led a Company to care about those markets.

    Tim Cook cared about Apple and personal Fitness. I don't know where that could lead to. Apple branded Bikes, a grocery store or just a boring Apple Inc.

    I really think the whole management team has to think about how they actually will form a vision. Apple was not that good in the long run when it was only manufacturing and not developing. Last time the died under their own boredom. That might change, maybe we will see another, a reliably providing Apple. But right now I am missing a product strategy besides keeping selling stuff that originated sime years ago and I keep seeing lots of services getting less reliable, releases getting buggier, accessories being absent, and testing, well, done at my home.
  17. macrumors 6502

    Jul 7, 2012
    Elsewhere, USA
    I'd like to see Tim/Apple tackle home automation in some big way. That'd be an awesome test.

    After seeing him on Rock Center and reading a bit more about him, I really like the guy. He isn't Jobs and that's ok - nobody else can ever be Steve.
  18. macrumors 6502

    Oct 27, 2012
    Up your ass.
  19. macrumors 601


    Apr 3, 2003
    Wasn't there a front-page story on MacRumors some years ago about Apple's plans to jump into the home automation market? Obviously bogus at the time, but I'd like to see it happen.
  20. macrumors 603


    Jul 3, 2002
    Middle Earth

    It is hard to see what Tim is passionate about that will directly influence the company.

    I love the saying "Where technology intersects art"

    That's the Job version of Apple but where does this new Tim version of Apple go?

    I think the over-arching goal should continue to be "a computing platform/ecosystem for the rest of us". Apple has always done well when they've worked diligently on making things simple yet powerful with a nod toward minimalism.

    There are plenty of markets that need to be revamped.

    Energy - People should start thinking about clean energy and energy efficiency. Apple could do some wonderful things where with automation and more.

    Security - Facetime could evolve into a more comprehensive surveillance tool. Cameras are big right now and with smartphones keeping us in touch with what's going out outside of our sphere cameras are the key visual component.

    Networking - I believe that central storage is vital for the next phase of digital media. I don't want to worry about iDevice storage and that means leveraging the cloud and local storage effectively

    Education - iBooks Author is fantastic. I'd like to see Apple step up again and try to make a dent in the Education Universe.
  21. macrumors regular

    Constable Odo

    Mar 28, 2008
    His name is Tim Cook. So, they cooked Tim.:D
  22. macrumors 6502a

    Jul 15, 2012
    But since Steve Jobs said he cracked it [TV] in his biography, that's not what will make people acknowledge Tim as an innovator... People will assume he just brought Steve's idea to market. I think he needs to disrupt an entirely different market or re-disrupt PC/mobile before he gets credited as an innovator.
  23. macrumors regular


    Dec 4, 2010
    since ipad and iphones are almost ubiquitous in most people's lives to a certain degree, it would be awesome to see some of the everyday life things mentioned by other posters to be tied into the apple ecosystem. Like controlling the entire home on the ipad or something along the lines of that

    TV just doesn't seem interesting enough... Im doing fine without cable right now just through hulu/netflix/ipad apps offered by different stations. On top of that, the idea of buying a $2000 TV from apple just doesn't sound very appealing, and anything less of that wouldn't bring enough disruption to the industry IMO.
  24. macrumors 68020


    Jan 28, 2008
    Vancouver, BC
    what has he done this year that is truly great? (to the level of the past winners)
  25. macrumors 6502

    Jun 8, 2010
    "Thanks to Google Maps, I was able to make it to the interview in time."


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