Tim Cook Discusses His Job, Apple's Long-Term Future, AI, Virtual Reality, and More

[Kabeyun]

"smartphones of the future"

This Cook phrase has me wondering if he's not really thinking about a post-smartphone future. What made hockey legend Wayne Gretsky great, as he'd say, is that he skated to where the puck was going to be.

And I must say, if Siri is Cook's shining example of AI, Apple's in bad shape on this front.

 

[Aldaris]

I'm not a registered hater of anyone apart from forstall. I don't wish ill will of any of Apple's senior leaders. However, I am concerned over their offerings and where their focuses are (or are lacking).

I hope for an exciting late '16, if not we all had best start worrying.

 

[pat500000]

Well done. The disdain of Apple to the Mac line up infuriates me. I am a professional designer and most of my gear is outdated. I am ready to buy a new MP, displays and all. Apple could make a profit there and from all folks that rely on their gear. Get your act straight Apple.

Seek alternative or get what's available. If it will disrupt your earning, it wouldn't make much sense to wait on Apple to release another lineup because nobody knows but Apple when it will be released. You might have to wait another 5 years or something or maybe they will release it soon... Who knows.

 

[32828870]

I forgot to add something about Angela. I think she's a classy lady with a strong professional background. She deserves credit for what she's done with Burberry. When Apple hired her, I think what happened was NOT her fault but rather she was overwhelmed with the new culture within the halls of the company. I'm not sure how much help she had in orientating herself with the new job because it's a big responsibility and it doesn't take overnight for her vision to happen right away. It's possible there may have been some obstacles that slowed her progress down where she had to figure things out and Jony stepped in to help her out with the design of the stores. So we have this guy as Chief Creative Officer going around designing everything from the new HQ, iPhone, stores and the like. I'm wondering if this is actually way too much power for Jony to exert his influence when he should be focused in the Industrial Design department which is his greatest strength, and let Angela have someone who's a design assistant work with her instead of him. There's something about his presence that's probably interfering with the flow of how Apple is going about and Cook let it happen.

Excellent points. All I'm at liberty to state is Angela and Ive hit it off from the start. Angela being an American in London and Ive being British, they had a bit of a friendship before she was courted over. She and Ive have been working overtime on restructuring retail; Angela focusing on operations and Ive on design and both on layout, etc. It's been a fascinating collaboration. The downside is that she's been out of the spotlight since working behind the scenes, and that includes Ive. Ive has had to juggle a lot more however it's what he really wants to do. Truthfully, he was very close to leaving Apple and moving back to the UK. Cook knew it was the wrong time for another well known "figure" at Apple to depart right after Jobs passed and Ive didn't want to leave right away out of respect. In the time since, he's been allowed more design influence having added UI to product/Industrial Design.

As for too much influence, I would suggest waiting. There are a lot of changes ahead with retail and design that have taken quite a lot of time, research and hard work, and collaborative work between marketing, retail operations, etc.

 

[GhostRaider]

Apple is starting to rot on the inside. They only care about iPhone.

 

[32828870]

I'm not a registered hater of anyone apart from forstall. I don't wish ill will of any of Apple's senior leaders. However, I am concerned over their offerings and where their focuses are (or are lacking).

I hope for an exciting late '16, if not we all had best start worrying.

Sometimes when I read/hear a complaint about the iPhone UI, I'm reminded of Forstall and iOS 6. Man, if I could only share some of the stories of the heated debates on campus - it was very much a civil war between those who liked Forstall's skeuomorphic designs versus simplicity.

"Remember, remember!
The Forstall of Apple,
The skeuomorphic treason and plot;
I know of no reason
Why the skeuomorphic treason
Should ever be forgot!"

 

[PsykX]

The main problem with Tim Cook is he made the product lines complicated :
1. MacBook, MacBook Pro, MacBook Air, Retina MacBook Pro - what's better than what ?
2. iPhone SE, iPhone 6s 4.7, iPhone 6s 5.5
3. iPad Air 2, iPad Pro small, iPad Pro large
4. Apple Watch 2016 will be declined in two versions, with two screen sizes, which means 4 watch models

Steve Jobs made it simple for computers :

• Home Mobile : MacBook
• Pro Mobile : MacBook Pro
• Home Desktop : iMac
• Pro Desktop : Mac Pro

It could be the same for iPhones and iPads...

 

[kdarling]

Apple is starting to rot on the inside. They only care about iPhone.

On the contrary, everything points to them desperately trying NOT to be so dependent on the iPhone... or Macs, for that matter. I think they want more diversity.

I think that's why they've been getting into services, the Watch, medical sensors, and even the Car. And it wouldn't be surprising if they jump into VR glasses, etc.

 

[briloronmacrumo]

5 Years of Tim Cook — The Condensed Summary Version:

Did the interviewer ask Tim why the Mac line is languishing?

 

[krell100]

The main problem with Tim Cook is he made the product lines complicated :
1. MacBook, MacBook Pro, MacBook Air, Retina MacBook Pro - what's better than what ?
2. iPhone SE, iPhone 6s 4.7, iPhone 6s 5.5
3. iPad Air 2, iPad Pro small, iPad Pro large
4. Apple Watch 2016 will be declined in two versions, with two screen sizes, which means 4 watch models

Steve Jobs made it simple for computers :

• Home Mobile : MacBook
• Pro Mobile : MacBook Pro
• Home Desktop : iMac
• Pro Desktop : Mac Pro

It could be the same for iPhones and iPads...

That's a very good point. Apple is slipping back in to beige box period...

 

[Pilgrim1099]

On the contrary, everything points to them desperately trying NOT to be so dependent on the iPhone... or Macs, for that matter. I think they want more diversity.

I think that's why they've been getting into services, the Watch, medical sensors, and even the Car. And it wouldn't be surprising if they jump into VR glasses, etc.

If they do get into VR glasses, it may take them a year or two. But the VR will probably low specced rather than the high end like Oculus or HTC VIVE. I suspect they may try to use that as an extension to the iPhone UI for communications or Mac OS to deal with files on a 3D directory. Similar to what Google is doing with Virtual Dream.

 

[Narrator Jack]

I would say CEO does not denote life tenure (if they're the company founder, then alright), and that Tim should see five as a firm number of years about which to conclude, "you know, the narrative can actually be enriched by a different energy in this position in cycles of this length." Energy for engagement and dimension.

 

[iMi]

What I realized is that Steve and Tim worked well because they are the "brain."
Steve would be the RIGHT side of the brain where as Tim is more of realist...and would consider the LEFT brain.
If one side of the brain is lacking/gone...then basically the company wouldn't be running 100 percent. The company itself may profit...but visionary wise...gone. Apple needs both.

Apple quadrupled under Tim Cook. He's doing fine. Everyone's a critic these days, but how many of you currently run one of the world's largest and most profitable companies?

 

[Pilgrim1099]

I'm curious as well. I have to use an iPhone for work (for obvious reasons) but I'm interested in replacing my personal 6s with something "different". I know reinvesting in apps will be an issue. My other concern is how my media will "sync" with the device as iTunes is iOS only. So I'll lose iCloud syncing and seamless integration with my Mac Pro's, etc. Ugh, just sucks it has come to this.
[doublepost=1471218211][/doublepost]

I'd like to know about that how the media on Android will sync with iTunes. The biggest concern is the SMS between iOS and android.

I use a Lenovo Chromebook to get things done and the web apps it has are not that bad. It's a clever device at a cheap $149. I'm surprised how well it has served my needs for the last couple months.

 

[maxsix]

And I'm guessing that Apple counts on that to a degree. They can get away with more than other companies because people feel locked in to the ecosystem. If people started to leave in significant numbers, they'd change quicker.

Very True

Apple has a psychological grip on a vast number of its customers. Believing only Apple and it's ecosystem can meet their needs, many have bought into the myth Steve Jobs promoted "Apple knows what's best for you."

In fact, Apple's real strength is managing it's image and maintaining control of its customers.

 

[hiddenmarkov]

And I must say, if Siri is Cook's shining example of AI, Apple's in bad shape on this front.

This really. Apple is going for the low hanging fruit aspect of this really. While I like the funny stuff she says at times...or I can have her find say nearby restaurants of food interest its not boding well for the future since so much more is possible here.

they did buy that analytics company out as a ray of hope. But if siri is the guiding hope of apple for the areas of analytics/ai/machine learning....its not very thrilling what may come of that.

Not apple hate...its me studying a bit in the field. Where I see it leveraged to make a extremely long data analysis run much faster. Or it opens possibilities tied to say predictive analysis. If siri the end use of this...I would be disappointed on so many levels.

 

[yaxomoxay]

The more I read about Tim Cook, the more I believe that he misread his own role at Apple. Cook was chosen as a "stabilizer" by Jobs because Jobs knew that after his death Apple risked to be swallowed by the various powers that would love to get a slice of Apple. Cook is the safest man on Earth for that job, someone with perfect knowledge of "what is happening right now" and is well respected. The other part of his job in my opinion was to find his own replacement, to take someone with great artistic taste and talent and develop his "corporate" skills such as production management and optimization. Cook failed at this, badly. Not because he ain't good, but because he misunderstood his own role in Apple's history.

 

[mi7chy]

Tim Cook should be fired and replaced with someone competent like Craig Federighi. Phil Shiller is like the Steve Ballmer of Apple and Eddie Cue looks like a con man.

 

[mlody]

5 Years of Tim Cook — The Condensed Summary Version:

+ Apple Watch bands

This Saturday, I spent about 2 hours at Apple store getting my aunts iPhone replaced (that is the price to be a walk-in). I counted several dozens of macbook air's and pro's that people were buying along with the beats headphones during that time. As much as I care about latest and greatest, I do not believe the general population gives a damn about it which is pretty sad and could explain why Apple is not really in the rush to replace or update any models.

 

[BornAgainMac]

In reference to Siri, there is definitely room to improve. Siri seems to me, more off and less accurate in a lot of situations. I hope this is an area for improvement in the future.

I wish I could get Alexa, Siri, Google Voice, and Cortana all working as a team on my iPhone. I mention something I need and they work together and figure out what I wanted and deliver it. I can then rate their task or have an opportunity to teach them what I wanted so they do better next time.

 

[Glideslope]

So Tim is lonely, eh? Then leave.

Apple lost it's soul on 10-5-2011. Tim is about nothing other than Market Cap. He has allowed Apple to grow too large too fast. There is no longer any commitment to Function. He needs to rid the company of Eddie, but does not have the leadership skill set to do it. Tim is a superb numbers guy. He is a superb COO. He has no vision past the next Q. He is paralyzed by the past. He has turned what was once the most innovative hardware/software company in the world into a Services Model Based Cruise Ship. He is a Pied Piper leading the lemmings off the pier. SJ had a 5 year plan for Apple when he left this world. Tim should have stayed the course, but was instead poisoned by Carl Icon.

Apple has become and always be a "follower" with Tim as CEO.

 

[Zirel]

More like, iOS after Tim Cook: iPhone/iPod Touch, iPad, tvOS, watchOS and larger size iPad.

tv and watch OS, are different OS's.

Screen sizes don't matter.

Supposedly there is an experimental, ARM based, Mac Mini prototype in the bowels of Cupertino running an experimental desktop iOS. Who knows if that will ever see the light of day.

Desktop iOS = LOL

macOS is multiplatform, can run on multiple architectures.

 

[Pilgrim1099]

The more I read about Tim Cook, the more I believe that he misread his own role at Apple. Cook was chosen as a "stabilizer" by Jobs because Jobs knew that after his death Apple risked to be swallowed by the various powers that would love to get a slice of Apple. Cook is the safest man on Earth for that job, someone with perfect knowledge of "what is happening right now" and is well respected. The other part of his job in my opinion was to find his own replacement, to take someone with great artistic taste and talent and develop his "corporate" skills such as production management and optimization. Cook failed at this, badly. Not because he ain't good, but because he misunderstood his own role in Apple's history.

Here's the thing that's worrisome. If and when Cook leaves, is Williams going to be CEO? I say this because he promoted Williams to his old position and it makes me wonder if he's going to continue his agenda. Think about it. Williams met Cook at Duke University. They both worked in IBM before joining Apple in 1998 at the same year. Smell a rat?

 

[kdarling]

Apple quadrupled under Tim Cook. He's doing fine.

Heck, Microsoft tripled under Ballmer. And that was while he threw away their lead in many market categories, from smartphones to tablets to smartwatches, by killing any super cool change that might threaten their core Windows business.

Increasing revenue can be done by lots of people.

Increasing company product coolness takes someone special

 

[JosephAW]

It looks like MR and other forums have touched a raw nerve there at Apple and now he is trying to justify Apple's social issues and non technological push by pretending to talk about future things we couldn't care about.
Again they're still not listening to us. Apple's stock holders need to send them a message that they need a new leadership now.