Apple CEO Tim Cook: 'Think Different' Still Embedded at Apple 'Very Deeply'

[Veinticinco]

Yeah that just straight-up sucks and always did. I suspect Apple knew this from day zero and always planned a wireless charging solution when the next iPad hardware cycle came around. But yes I totally agree, and every time I plug my v1.0 Apple Pencil into my iPad Pro 10.5, something inside me dies a little

If you do this whilst holding it in portrait mode, the "something inside me...dies" could potentially be the sharp pointy tip perforating your abdomen and ribcage.

 

[tubomac]

He forgot to say that to flood, every year, the market with millions of devices impossible to upgrade or repair and then insist to talk about "environmental efforts" sounds as an oxymoron.
I'm the first to buy plenty of apple devices but I'm also the first who doesn't makes speechs about "How to save the planet".
As usual, the rule that makes sense is : "If you have, even a little, interest conflict, you should s. t. f. up! about some subjects."
Once you, dear Tim, you leave Apple, you could talk about rights, ecology, etc... whatever you like. Now you are just ridicolous and non credible. You should talk only about products and how they works.

 

[Khedron]

I believe that instead of "Think Different" as a catch phrase, Apple should change it to "Monetize Everything" .

That could be their internal mission statement. I think the public catch phase is more;

“There’s a sub[scription] for that!”

 

[ctrlzone]

Marc Benioff is a hero.

 

[Baymowe335]

Samsung got rid of their “notch” yet Apple still doesn’t wanna give a full complete screen.What real innovation has Apple done for their iPhones/products? Added cameras & that’s the “best iPhone we’ve created yet”

Your failure to recognize innovation doesn’t mean it’s not there.

Features aren’t innovation.

 

[Jim Lahey]

He forgot to say that to flood, every year, the market with millions of devices impossible to upgrade or repair and then insist to talk about "environmental efforts" sounds as an oxymoron.
I'm the first to buy plenty of apple devices but I'm also the first who doesn't makes speechs about "How to save the planet".
As usual, the rule that makes sense is : "If you have, even a little, interest conflict, you should s. t. f. up! about some subjects."
Once you, dear Tim, you leave Apple, you could talk about rights, ecology, etc... whatever you like. Now you are just ridicolous and non credible. You should talk only about products and how they works.

People throw things away every day. Pertinently, old components that have just been replaced with new ones. Apple are industry leaders in sustainability and recyclability.

 

[AndiG]

"that innovation is about making things better, not just changing them" - so what about rivets and glue? What about soldering everything to the logicboard, removing nearly all ports?
Does Tim really think this made the MBPs any better? It may be better for Apple cause it produces eventually more income at first sight but it is bad for the environment, bad for the customer and in the long run even bad for Apple itself.

I wish Apple had hired Nadella to run the company.

 

[Khedron]

"that innovation is about making things better, not just changing them" - so what about rivets and glue? What about soldering everything to the logicboard, removing nearly all ports?
Does Tim really think this made the MBPs any better? It may be better for Apple cause it produces eventually more income at first sight but it is bad for the environment, bad for the customer and in the long run even bad for Apple itself.

I wish Apple had hired Nadella to run the company.

It's madness that the amazing new MacBook Pro has finally restored the same keyboard I have on my half a decade old model.

Now it just needs a HDMI port and SD card reader...

 

[Baymowe335]

He forgot to say that to flood, every year, the market with millions of devices impossible to upgrade or repair and then insist to talk about "environmental efforts" sounds as an oxymoron.
I'm the first to buy plenty of apple devices but I'm also the first who doesn't makes speechs about "How to save the planet".
As usual, the rule that makes sense is : "If you have, even a little, interest conflict, you should s. t. f. up! about some subjects."
Once you, dear Tim, you leave Apple, you could talk about rights, ecology, etc... whatever you like. Now you are just ridicolous and non credible. You should talk only about products and how they works.

The devices are extremely useful, perhaps the most useful consumer products in the world and of all time.

Tech moves forward making old tech disposable. Apple leads in doing the best they can to recycle and be as green as possible.

 

[Bin Cook]

It's really not, Tim. You replaced it with 'Think Nickel and Dime'.

 

[smaffei]

Was releasing a video streaming service with almost zero content "Thinking Different"? If so, you did it!

Think Mandalorian! 😉

 

[Tech198]

Ah yes, embedded very deeply. Might need a shovel to get at any of it.

lol .. two shovels if he needs help

With all the flak Apple gets, its kind of hard to picture Apple as "the best", particularly when the goal of changes sometimes has nothing to do with security at all, but rather than just 'more work for the user'

 

[I7guy]

It's really not, Tim. You replaced it with 'Think Nickel and Dime'.

Well we let him, don’t we?/s

 

[babaroga73]

It reminded me, for some reason, of the Monty Python sketch from
Life Of Brian - "You are all individuals"

 

[tubomac]

I don't know why my "quote" button doesn't work today. I must would like to answer to Baymowe335 and Jim Lahey.


I'm not saying that Apple is not doing a good job in recycling, maybe it's even the best in the world.
What I'm saying is that you should not talk about political stuff, like ecology, when you occupy a position in Industry. As a CEO, Tim's only purpose is to make money, and there is nothing wrong about that, companies are not charity organizations, but you are just not credible when you want to convince people that "your way of doing things is the best for everybody". Even if that was true, other guys should talk about how good you are, not you about yourself, for instance, indipendent press (if it exists anyomore) but not you as a CEO, otherwise is just "adverticement" and nothing more. If you want to talk about political stuff, people rights etc.. you shoud step down.
It's only a matter of interest conflits.
As I said I'm a big buyer of Apple products (I just bough a Macbook Pro 13) and I have all the ecosystems (iPads, ipods, iPhones etc...) but I dont' like when CEO's want to teach us something that is not their jobs that is making products, expecially when they give interviews only to "journalists" who agree to only ask questions that CEO's like.
At least, do like others do (real politicians, actors etc..), accept any kind of question! (did any journalist ever turn the screw on Tim asking him something about those terrible butterfly keyboards?)

And by the way....nobody will ever convince me that is "more ecological" to "recicle a whole device" instead of upgrade/repair RAM, SSD, CPU etc...

(sorry for my English, it's not really my language)

 

[nt5672]

Maybe they are using SCRUM. That is why you see so many problems. I see it killing productivity and innovation for developers. The new Apple Campus has open areas for people to work together yet I bet management have their own separate offices. It really should be the other way around.

Wow, what a good point. SCRUM is really geared to make team management look good and not tackle hard problems.

SCRUM task are recommended for no longer than 2 week durations. SCRUM enables a process that allows the project's focus to change at will all the time, never allowing the time to complete product features.

I can see the result of SCRUM all over Apple's customer facing software products.

 

[Peperino]

What is it people don’t understand? Apple is not a ‘cookie cutter’ company. I think they're a tech company that is not necessarily about bringing completely ‘different’ technology we’ve never seen, but they refine some pre-existing technology in such a way that makes the user experience simple and fluid. The Apple Watch with its continuation of health features and AirPods are textbook examples of this.

It seems that you do not understand. We all understand that wearables are succesfull and that is why they are selling great and growing. Everybody here talks about the entire computer line, which is pathetic. The upgrade cycles have become a joke. 4 years to upgrade the Mac Mini to deliver the same external case and still soldered ssd? is an eternity. 6-7 years to update a Trashcan? The iMac design has the same external design for almost 10 years. And the Macbook 2016+ it took them 3 years to change. That is NOT think different. THat is THINK STUBBORNLY or THINK ARROGANTLY.

 

[Zab the Fab]

Am I the only one who can't watch that video stream?

 

[MarkB786]

surprised you didn’t also mention removing floppy discs, CD-ROM drives, flash, and headphone jacks.
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So you feel that adding the notch was a major technological advancement?? The items you listed were replaced with better technology. The notch does not fall in that category.
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In the past few years, everyone knows Apple think different in a bad way and that’s why there are many bad product designs and took an enormous amount of time for Tim Cook to figure out what went wrong and fix it.

I doubt Tim is the one who figured it out. He's too busy with his glamorous dinners and political hobnobbing. Wish he was more like Satya Nadella.

 

[Peperino]

TIM COOK is really full of it.

So many people confuse innovation with change and they become convinced that innovation is just change, but we [Benioff and Cook] and our companies recognize that innovation is about making things better, not just changing them. That requires a depth of thought beyond change. That's Apple's secret.

Making things better? A depth of thoughts?
Like taking 6 years to upgrade a Trashcan?
Like taking 3 years to upgrade a failure keyboard?
Like taking 4 years to upgrade Mac Mini and still deliver the same enclosure with heating issues?
I believe, if it takes Tim Cook 4-6 years to figure out a problem, he has too much time in his hands...

Cook said that Apple's goal is to make the best products and enrich people's lives. "If we can't do both of those, we pass and go to the next thing,"

Really, and the best product to enrich our lives is an entire Macbook line that has such a basic thing as a failure keyboard? that are not upgradable? that are overpriced?
At least if Macbooks do not have good specs and are NOT innovative do NOT overcharge for them...

Cook said that Apple wants to be the "ripple in the pond" when it comes to taking on goals like improving the environment and advocating for equality and human rights.

If you truly care about the environment, you would NOT be producing computers that are disposable appliances, that create more trash and that are more difficult and expensive to repair.

 

[I7guy]

So you feel that adding the notch was a major technological advancement?? The items you listed were replaced with better technology. The notch does not fall in that category....

The technical advancement was Face ID. The elegant design choice in avoiding a big ugly phone was the notch resulting in a sleek compact design. By the numbers the notch wasn‘t a deterrent to sales.

 

[MarkB786]

By the numbers the notch wasn‘t a deterrent to sales.

True. But that is thanks to the Apple ecosystem being so sticky, not to amazing hardware innovation. That (the ecosystem) is probably one of AAPL's more brilliant moves of the past decade+.

Edit: BTW, I love the iPad and MBP products. It's just that darn iPhone. The Note 10 is just so much more versatile and easy to use (IMHO). And no distracting, ugly mega-notch.

 

[I7guy]

True. But that is thanks to the Apple ecosystem being so sticky, not to amazing hardware innovation. That (the ecosystem) is probably one of AAPL's more brilliant moves of the past decade+.

True about the ecosystem, but false about amazing hardware innovation. Okay, innovation is a personal moving definition which borders on opinion, I get that.

Edit: BTW, I love the iPad and MBP products. It's just that darn iPhone. The Note 10 is just so much more versatile and easy to use (IMHO). And no distracting, ugly mega-notch.

What distracting , ugly mega-notch?

 

[MarkB786]

What distracting , ugly mega-notch?

Your brain has blocked the notch! Kind of like smelling hydrogen sulfide for too long.

 

[I7guy]

Your brain has blocked the notch! Kind of like smelling hydrogen sulfide for too long.

Yes, that’s the point it’s a non-issue seemingly for many people, some of who has posted such on MR. You pick a hole in the screen that doesn’t have the sophisticated electronics in a later model iPhone that’s housed in the notch, over the notch. BTW, that hole in the screen somehow looks annoying, maybe more so than a “notch”.