You lost me at partnering with a pharmaceutical company.
They only do things that sell their particular drug. That's their business.
If you'd said a university or something, maybe I wouldn't have had to dig deeper to see who else was funding it, but this is bad from the word go.
Dementia is a big deal, but pharma can't help yet. This is not the hippy Apple of its roots.
Partnering with Goldman Sachs, the corporation that took over the US Treasury, bankrupted Greece & Italy (just for starters) was the last straw for hippy Apple. Any wonder it wants to bring back the rainbow logo - it's lost the hippy ethic and like diet coke - you're going to drink it just for the taste of it - it's a desperate attempt to look hippy now that it isn't.
Look up Moral Self-Licensing to find out why Cook is so big on social causes, to justify partnering with Goldman & Eli Lilly, allowing the military industrial complex on to Apple's board (Boeing), and who knows what else. One could argue a corporation the size of Apple, these establishment take-overs are inevitable and maybe Cook, like Jobs before him is resisting as much as possible.
But in this case, I don't see any reason to partner with a pharmaceutical company. This is a strike against Jeff Williams becoming the 'product guy' to lead Apple out of the Cook darkness of nickel and dime-ing upgrades, 4 years of iPhone design instead of 2, keyboards that fail still being brought to market years later, and so on.
And if you think this is tinfoil hat – don't ask me about Jobs' objection to the insecurity of Flash, then Kevin Lynch (Mr Flash) being put at the heart of Apple technology.