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Original poster
Apr 12, 2001

The Washington Post today posted a lengthy new interview with Tim Cook, in which he discussed his first five years as Apple CEO and hinted at the company's work on augmented reality products.

When asked how he handled the scrutiny that came with the role, Cook admitted that it was something he'd had to adapt to since taking over from Steve Jobs, and that there was very little Apple could do without it being reported somewhere.
You’re both praised and criticized, and the extremes are wide — very wide. And that can happen all in a day. You build up — my skin got materially thicker after August 2011. And I don’t mean in a bad way. I don’t mean that I’m callous and don’t care. I think I’m a bit better today about compartmentalizing things and not taking everything so personally.
Asked what has changed about Apple since his tenure in the role, Cook explained that while the company's aim of making "insanely great products" remained the same, its interests had broadened in line with its tremendous growth.
The obvious things are we have more employees. The company is four times larger [by revenue since 2010]. We’ve broadened the iPhone lineup. That was a really key decision and I think a very good one. We’ve gone into the Apple Watch business, which has gotten us into wellness and in health. We keep pulling that string to see where that takes us. Lots of core technology work has been done.
Cook also explained that the company had stepped up its social responsibility and been more transparent about issues such as its environmental work, which had been "going on at Apple for decades, but we didn't talk about it." When asked how Apple could move forward when so much of its business is tied up in the iPhone and an industry that's cooling off, Cook said:
Look at the core technologies that make up the smartphone today and look at the ones that will be dominant in smartphones of the future — like AI. AI will make this product even more essential to you. It will become even a better assistant than it is today. So where you probably aren’t leaving home without it today — you’re really going to be connected to it in the future. That level of performance is going to skyrocket.
When asked about some analysts' claims that Apple's best days are behind it, Cook said the suggestion "doesn't bother him" because "he's heard it all before" and he doesn't subscribe to it "because it's traditional thinking in a lot of ways: You can't get large because you are large".

Asked about Apple's future and statements he made in the last earnings call about artificial intelligence, Cook argued that the company wasn't falling behind AI efforts by other companies and called the breadth of Siri "unbelievable":
Increasingly, Siri understands things without having to memorize certain ways to say things. The prediction of Siri is going way up. What we’ve done with AI is focus on things that will help the customer. And we announced in June that we’re opening Siri to third parties, so third-party developers can now use Siri. So a simple example with that, whatever kind of ride-sharing app you might use, Uber or Lyft in the United States, you could just — using your voice — order the car. So third-party developers are writing tons of those that will be available to the public in the fall. And that’s how we’re broadening Siri in a huge way.
Apple has had a team working on virtual and augmented reality technologies since at least early 2015, when rumors suggested there were a small number of employees investigating how Apple could incorporate the technologies into its products. Apple's interest in virtual reality dates back much further, however, and Apple has filed multiple patents over the years, for products like video goggles, motion-sensing 3D virtual interfaces for iOS devices, and 3D "hyper reality" displays. When asked if Apple had designs on the augmented or virtual reality space, Cook said:
I think AR [augmented reality] is extremely interesting and sort of a core technology. So, yes, it’s something we’re doing a lot of things on behind that curtain that we talked about. [Laughs.]
In the full interview, Cook reflects on the death of Steve Jobs, Apple's tax policies, his non-traditional view of the role of a CEO, his succession planning, and some of the mistakes he's made along the way.

Article Link: Tim Cook Discusses His Job, Apple's Long-Term Future, AI, Virtual Reality, and More
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Oct 5, 2014
VR will be coming in 2018, 3 years after samsung supported it. it can't come next year because there's already gonna be a redesign, leaving nothing for the 2018 model so it'll be delayed until then
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macrumors 6502
Sep 8, 2014
Apple's AI is well behind Google and Amazon. It's because they take privacy so seriously. Apple's dictation doesn't remember words I fixed or said in the past, and Siri is just plain dumb compared to Google.

I'm not sure how Apple will catch up without the big data collection.


Sep 4, 2009
In all honesty, this speech screams a prelude to Tim's resignation and possibly retirement. I bet he is hanging around for the new Apple campus to complete, take/steal credit for all the architecture awards, move in for the Spring 2017 product launch and then ride off into the sunset.


macrumors 6502
Dec 20, 2011
Nope nope nope! None of this is warming me up for anything. It's a non-vision.

Last keynote was a great reflection of Apple today. It's a club of seniors that make you shiver when they use words like "amazing" and "extremely" and try to be hip. It's like your stupid uncle using words like cool and awesome.
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macrumors 68030
Sep 16, 2012
North Wales
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Apr 30, 2008
From the Midwest to the Northeast
In all honesty, this speech screams a prelude to Tim's resignation and possibly retirement. I bet he is hanging around for the new Apple campus to complete, take/steal credit for all the architecture awards, move in for the Spring 2017 product launch and then ride off into the sunset.

I hope they fire him or he resigns BEFORE he's allowed to settle in that new office. I suspect he's burnt out but I also get this weird hunch that he may not be getting along with Jony. Giving Jony the CCO position was a sign of weakness letting him do his thing without questioning the design process. It almost reminds me a bit of two CEOs at a certain company that screwed up their mobile phone market.

I want the new CEO to come in and say " Jony, report to me directly or leave Apple. I will not kiss your a$$ and let you run rampage with your insanity ".


macrumors 68030
Jan 15, 2016


macrumors 601
Jan 14, 2002
South Dakota, USA
5 Years of Tim Cook — The Condensed Summary Version:


Well you have to give him credit because he did mention the word Mac once in the article. It's just time to realize that Apple doesn't really care about the Mac that much anymore because they see the traditional PC market in decline. That doesn't mean you or I feel that way, but Apple just isn't that interested in this market (especially pro stuff) anymore. Return on investment is much lower then the consumer mobile products.


macrumors 68030
Jan 15, 2016
Is Tim Cook a Better CEO than Steve Jobs?

I miss Steve very very much but any good leader, as Steve was, knows his strengths and weaknesses.

Tim is the future of apple 10 - 15 years+, Steve would be proud of what Tim has done so far and Tim's vision.
I'm really surprised at the way haters took to Tim Cook just months after he started running Apple. There's more to the success story with Tim leading Apple.
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