Tim Cook in Memo to Employees: 'There Has Never Been a Moment of Such Great Potential As This One'

[skitidetdu]

Some seem to forget that Jobs actually suggested Tim as his successor. If Tim would be such a lousy option as some here express I do think that Jobs would be enough foreseeing to not suggest him as an option for CEO.

Many take it way too personal here, I'm financially invested in Apple stocks and use their products both in my business and in my private life and I held off for quite some time before upgrading some machines because they didn't make sense buying (trash can...). And I had many students hating Apple because their butterfly keyboards failed. But I applaud what they are doing now and don't see the need to bash more than necessary.

 

[cwwilson]

Nothing is totally binary. That being said, the fact remains that for a tech CEO of the largest tech brand right now, he's remarkably disenfranchised from tech itself and only talks social stuff. I used to follow his twitter for a while and it was a wall calendar quote/ global public holiday wishing/ social affirmation generator. I don't think he ever did take a stance or show thought leadership on anything tech related (other than privacy). Is it too much to ask from the CEO of Apple to show actual interest, grasp and commitment to the nitty gritty of tech instead of rehearsed tangents, platitudes and pipeline abstractions?

If you want a tech nerd as your CEO I hear Steve Wozniak is available. Apple did soooo well when he was involved with the company, almost lead it into bankruptcy but he does love to tinker! 🤪

 

[lfaa]

"...make people's lives better in the process": like killing the super simple and usefull iWeb without offering an alternative to the users (I had +200 pages with it), or removing the optical digital output of macbooks... only great initiatives, with benefits for Apple only, not the users.

 

[Abazigal]

Nothing is totally binary. That being said, the fact remains that for a tech CEO of the largest tech brand right now, he's remarkably disenfranchised from tech itself and only talks social stuff. I used to follow his twitter for a while and it was a wall calendar quote/ global public holiday wishing/ social affirmation generator. I don't think he ever did take a stance or show thought leadership on anything tech related (other than privacy). Is it too much to ask from the CEO of Apple to show actual interest, grasp and commitment to the nitty gritty of tech instead of rehearsed tangents, platitudes and pipeline abstractions?

Apple is not a tech company.

Above Avalon: Apple Isn't a Tech Company

Apple continues to be misunderstood. With the company's cash cows showing signs of maturity, Apple's interest in new industries is growing. Questions are swirling as to where Apple may be headed next. The answer is found by assessing how Apple views itself and the role it has to play in the

www.aboveavalon.com

It’s best to think of Apple as a design company betting that consumers want something more than just technology in their lives. That’s why you won’t hear Apple get into the “nitty gritty” of tech, because they want you to focus on the experience enabled by their products, without having to think about the underlying tech.

 

[Denzo]

Thank Apple for making $2000aud phones normal.
if it wasn’t for you, I wouldn’t be able to answer work emails around the clock, stare at my phone 3 hours a day, or be so distracted with my apps.
But hey, love the headphones 😂

 

[otternonsense]

Apple is not a tech company.

Above Avalon: Apple Isn't a Tech Company

Apple continues to be misunderstood. With the company's cash cows showing signs of maturity, Apple's interest in new industries is growing. Questions are swirling as to where Apple may be headed next. The answer is found by assessing how Apple views itself and the role it has to play in the

www.aboveavalon.com

It’s best to think of Apple as a design company betting that consumers want something more than just technology in their lives. That’s why you won’t hear Apple get into the “nitty gritty” of tech, because they want you to focus on the experience enabled by their products, without having to think about the underlying tech.

But it's not a design company either. Cook gutted Apple's design culture and capability, and the proof is in the pudding of their uninspired formulaic crop of products.

If you want a tech nerd as your CEO I hear Steve Wozniak is available. Apple did soooo well when he was involved with the company, almost lead it into bankruptcy but he does love to tinker! 🤪

There you go, just when I was talking about binary thinking.

No, I'm suggesting neither "social PR butterfly CEO" nor "tech ultra nerd". What I'm saying it that it would make sense at least for the CEO of the largest tech/lifestyle brand at the moment to actually talk about tech and involve himself in the process now and then.

 

[I7guy]

TC seems more focused on all his social concerns. Apple is just a hobby for him.

I would like to run a company as successful as Apple as a hobby. What you are really saying is that other CEOs have to sweat to get their companies' to run less successfully than Apple. Only shows that talent Tim has.

At least for his western media PR veneer he is. You don't see him push his social justice narrative to China or Russia, because money talks differently there. He's a machiavellian bean counter through and through, who's discovered early on that virtue signalling to the right audience is another successful form of corporate marketing.

When does Tim push his "social justice narrative" to any location. Does he talk about social justice in New York, but not California? Not only is the corporate marketing successful, but the corporation is successful by all objective measures. So yeah, go Tim on the "virtue signalling".

It may have backfired eventually but he didn't know that when he was picking him.

Let's unpack the rest for a second.

1) Apple is still known as a hardware company. Their experiments in services are mostly catching up in the US and leaving people indifferent elsewhere

The above is not true.

2) Analysts will always catastrophize about things, it's part of their job. At the same time Apple seems to be virtually letting all of its hardware plateau or make cosmetic changes without as much as a North Star or future product roadmap. If it wasn't for the M1, plenty were wondering if there's even any future left to the Mac. Consider Apple's C-suite only seemed to react when criticism had become too much, revealing the lack of any advance vision.

Again, this isn't true.

3) Let's please not even go there with the politics. Because, behind the lip service, TC has been in total politicking mode fundraising for the GOP, working hand in hand with the Trump administration, and calibrating his narrative to not anger authoritative regimes (you'll never hear him talk about equality and justice in China). It's ALL business with TC, and his superficial virtue signalling is part of great values-based marketing.

Again, not true.

But it's not a design company either. Cook gutted Apple's design culture and capability, and the proof is in the pudding of their uninspired formulaic crop of products.

In your opinion. (or maybe one or two other MacRumors posters plus a youtuber)

There you go, just when I was talking about binary thinking.

No, I'm suggesting neither "social PR butterfly CEO" nor "tech ultra nerd". What I'm saying it that it would make sense at least for the CEO of the largest tech/lifestyle brand at the moment to actually talk about tech and involve himself in the process now and then.

You don't what Tim is or is not involved in.

Basically much of the criticism are just general statements. "Involve himself in the process now and then" is a good example, as you don't know what Tim is involved in and what he isn't involved in.

 

[TheSynchronizer]

The boomers being salty and nostalgic of their Macintosh 128k Apple are strong in this thread. Not that it matters much to Apple at all really, since your opinions are worth 0.00$ and Apple are doing better than ever and beating even their own expectations in revenue and valuation.

And I’m a long time Apple fan and from a consumer point of view i’ve never enjoyed my apple products as much as I do now. And no, it’s not been a constant ride up, so much so that I was considering leaving the ecosystem after ios 6 was replaced with the tragic releases immediately following that.

Now i have the best computer I’ve ever owned in the form of an M1 MBP, great compact wireless headphones that connect with all my devices effortlessly and always ‘just work’, a watch that I can’t imagine (or need) any more features being added to, and a pretty great (though not perfect) phone and tablet, all of which work effortlessly with icloud and truly feel connected and seamless.

Using Apple devices today is a true JOY and that is the true reason why they’re doing so well and selling like hot cakes, and making apple the richest it’s ever been.

But sure, “tim cook ruined apple” 😴

 

[otternonsense]

I would like to run a company as successful as Apple as a hobby. What you are really saying is that other CEOs have to sweat to get their companies' to run less successfully than Apple. Only shows that talent Tim has.

When does Tim push his "social justice narrative" to any location. Does he talk about social justice in New York, but not California? Not only is the corporate marketing successful, but the corporation is successful by all objective measures. So yeah, go Tim on the "virtue signalling".

The above is not true.

Again, this isn't true.

Again, not true.

In your opinion. (or maybe one or two other MacRumors posters plus a youtuber)

You don't what Tim is or is not involved in.

Basically much of the criticism are just general statements. "Involve himself in the process now and then" is a good example, as you don't know what Tim is involved in and what he isn't involved in.

Instead of plainly going "not true" for everything that isn't to your liking, could you please elaborate with arguments what IS true then?

 

[otternonsense]

Basically much of the criticism are just general statements. "Involve himself in the process now and then" is a good example, as you don't know what Tim is involved in and what he isn't involved in.

If at least for this one: give me public TC quotes related to technology. Specifics, not "amazing pipelines" and all that abstract jazz. Now, about the involvement, I believe Jony Ive when he voiced his frustration about how TC doesn't set foot in the design/ engineering labs, stripped designers/engineers of priority in decision making, and instead created a stodgy corporate culture of MBAs and managers. Just look at TC's body language during product releases, it's like he sees some of them for the first time.

 

[I7guy]

Instead of plainly going "not true" for everything that isn't to your liking, could you please elaborate with arguments what IS true then?

But it's not a design company either. Cook gutted Apple's design culture and capability, and the proof is in the pudding of their uninspired formulaic crop of products.

The above is a blanket statement, an opinion with no substance. At least back up an opinion like this with some specific examples. Then you can say for example: “with the Mac line Cook did or didn’t do…”, then a conversation can be had.

If at least for this one: give me public TC quotes related to technology. Specifics, not "amazing pipelines" and all that abstract jazz. Now, about the involvement, I believe Jony Ive when he voiced his frustration about how TC doesn't set foot in the design/ engineering labs, stripped designers/engineers of priority in decision making, and instead created a stodgy corporate culture of MBAs and managers. Just look at TC's body language during product releases, it's like he sees some of them for the first time.

He may have his reasons for keeping mum on “being a thought leader.” Apple obviously has had a pipeline of products. But he has given clues as to have Apple be more involved in personal well-being as one example.

 

[otternonsense]

The above is a blanket statement, an opinion with no substance. At least back up an opinion like this with some specific examples. Then you can say for example: “with the Mac line Cook did or didn’t do…”, then a conversation can be had.

He may have his reasons for keeping mum on “being a thought leader.” Apple obviously has had a pipeline of products. But he has given clues as to have Apple be more involved in personal well-being as one example.

Still not answering my question and going off on tangents to defend Cook. I've been quite specific in my previous postings. Just scroll down his Twitter feed or his public speeches; the man can't talk technology to save his life.

And by the way, all the blanket statements and opinion pieces just to shut me down are in fact yours. I don't know what's your motive to keep on defending a decrepit billionaire CEO but I guess that's your business.

 

[I7guy]

Still not answering my question and going off on tangents to defend Cook. I've been quite specific in my previous postings. Just scroll down his Twitter feed, the man can't talk about technology to save his life. Same cannot be said about you, the blanket statements are in fact yours.

I guess the disagreement is in the definition of blanket term or maybe strawman. I don’t have to scroll down his Twitter feed. The financial state of the company is the objective measurement, even if you don’t like the way or disagree with way the company is managed.

And saying I’m going off in a tangent to defend Cook is more deflection. (I don’t have to defend Cook $2T speaks for itself, but I’m entitled to challenge your blanket statements.)

 

[otternonsense]

I guess the disagreement is in the definition of blanket term or maybe strawman. I don’t have to scroll down his Twitter feed. The financial state of the company is the objective measurement, even if you don’t like the way or disagree with way the company is managed.

And saying I’m going off in a tangent to defend Cook is more deflection. (I don’t have to defend Cook $2T speaks for itself, but I’m entitled to challenge your blanket statements.)

See, that whole thing up there is a cheap deflection and a tangent. I give you specifics, you call them "blanket statements" just because you don't like them and then resort to your "2 T dollar" silver bullet of blanket whataboutism.

 

[I7guy]

See, that whole thing up there is a cheap deflection and a tangent. I give you specifics, you call them "blanket statements" just because you don't like them and then resort to your "2 trillion dollar" silver bullet of blanket whataboutism.

Your entire discourse is a basic strawman, sprinkled with blanket statements. What you call a blanket whataboutism is an objective measurement of Apple and where it is today.

Cook got Apple to a place that few in MacRumors could have dreamed of. Many thought (or wanted) him to fail. But that didn't happen. You're welcome to have any and all criticisms and opinions of Apple.

But if you are going to criticize as if yours is the final word, then at least back-up your opinions with some ideas. I'm all for a cogent discussion, which up to now has been elusive.

 

[otternonsense]

Your entire discourse is a basic strawman, sprinkled with blanket statements. What you call a blanket whataboutism is an objective measurement of Apple and where it is today.

Cook got Apple to a place that few in MacRumors could have dreamed of. Many thought (or wanted) him to fail. But that didn't happen. You're welcome to have any and all criticisms and opinions of Apple.

But if you are going to criticize as if yours is the final word, then at least back-up your opinions with some ideas. I'm all for a cogent discussion, which up to now has been elusive.

HOW is it a strawman? Elaborate. We're not debating whether TC made Apple (more) successful (that's obvious); but his disinterest in tech. It's known. He's a supply chain bean counter with a thing for fitness, diversity and privacy (just not in China obvs). And I AM backing it up with facts. It's painted all over his social media, insider reports and public appearances which you don't want to read because they don't serve your narrative. I don't have to Google them for you.

That, is gross intellectual dishonesty. Besides, what backup did you offer other than the "2 trillion dollars"? And how much of it is thanks to stock buybacks, tax evasion, brown-nosing China and nickel-diming brand loyal customers?

 

[TheSynchronizer]

HOW is it a strawman? Elaborate. We're not debating whether TC made Apple (more) successful (that's obvious); but his disinterest in tech. It's known. He's a supply chain bean counter with a thing for fitness, diversity and privacy (just not in China obvs). And I AM backing it up with facts. It's painted all over his social media, insider reports and public appearances which you don't want to read because they don't serve your narrative. I don't have to Google them for you.

That, is gross intellectual dishonesty. Besides, what backup did you offer other than the "2 trillion dollars"? And how much of it is thanks to stock buybacks, tax evasion, brown-nosing China and nickel-diming brand loyal customers?

Who cares about the CEO’s disinterest in the tech, when the tech being produced by the company is the best it’s ever been both individually and as an ecosystem, anyway.

Clearly the way he’s operating is correct for apple reaching its highest potentials. Hopefully this trend continues and just gets better and better

 

[I7guy]

HOW is it a strawman? Elaborate. We're not debating whether TC made Apple (more) successful (that's obvious); but his disinterest in tech. It's known.

It's not known. It's just not said.

He's a supply chain bean counter

You can't corroborate that bit of snark above as his daily job.

with a thing for fitness, diversity and privacy (just not in China obvs).

Absolutely. Seems more well rounded than Steve Jobs. And your last parenthetical expression is ridiculous.

And I AM backing it up with facts.

No, you're backing up opinion with opinion.

It's painted all over his social media, insider reports and public appearances which you don't want to read because they don't serve your narrative. I don't have to Google them for you.

You are making some type of factual statement based on something you didn't read and don't know. Forming a conclusion from lack of data seems like it's an okay thing to do?

That, is gross intellectual dishonesty. Besides, what backup did you offer other than the "2 trillion dollars"?

Apples' current standing and that Tim Cook is more reserved than Steve Jobs doesn't take anything away Tim.

And how much of it is thanks to stock buybacks,

Are stock buybacks illegal?

tax evasion,

That you are even saying that, shows this is a disingenuous conversation.

brown-nosing China

You mean following local laws, like Apple has to do in the US.

and nickel-diming brand loyal customers?

There are alternatives if you believe Apple is nickel and diming brand loyal customers. You may be able to get a good LG phone on sale.

 

[otternonsense]

It's not known. It's just not said.

You can't corroborate that bit of snark above as his daily job.

Absolutely. Seems more well rounded than Steve Jobs. And your last parenthetical expression is ridiculous.

No, you're backing up opinion with opinion.

You are making some type of factual statement based on something you didn't read and don't know. Forming a conclusion from lack of data seems like it's an okay thing to do?

Apples' current standing and that Tim Cook is more reserved than Steve Jobs doesn't take anything away Tim.


Are stock buybacks illegal?

That you are even saying that, shows this is a disingenuous conversation.

You mean following local laws, like Apple has to do in the US.

There are alternatives if you believe Apple is nickel and diming brand loyal customers. You may be able to get a good LG phone on sale.

Wow. When it comes to militant defending of Apple’s C-suite with a vengeance, you wrote the book.

From the McCarthyist patriotism, twisting arguments, denial of any flaws whatsoever and direct dismissal of critique as baseless (going as far as to deny the existence of valid dissent, even if it comes from former Apple employees) to finally pointing out the “insignificance” of critics compared to the storied 2T $ valuation before shooing them to go buy something else if they don’t like the CEO’s tactics (like this logic makes any sense to anyone but zealots like you). You’d make propaganda ministers of 40s Germany proud.

Unless you’re under Apple payroll to do exactly that, beats me what you get out of such aggressive thought policing on an online medium for people who share a common interest about Apple. If Tim Cook is indeed the big head on the 1984 ad, you’re sitting front row.

The sources and evidence for everything I’ve been talking about are all online and by reputable sources. It’s up to you if you want to find them or pretend they don’t exist. I’ve spent enough time debating this already.

 

[I7guy]

Wow. When it comes to militant defending of Apple’s C-suite with a vengeance, you wrote the book.

From the McCarthyist patriotism, twisting arguments, denial of any flaws whatsoever and direct dismissal of critique as baseless (going as far as to deny the existence of valid dissent, even if it comes from former Apple employees) to finally pointing out the “insignificance” of critics compared to the storied 2T $ valuation before shooing them to go buy something else if they don’t like the CEO’s tactics (like this logic makes any sense to anyone but zealots like you). You’d make propaganda ministers of 40s Germany proud.

Unless you’re under Apple payroll to do exactly that, beats me what you get out of such aggressive thought policing on an online medium for people who share a common interest about Apple. If Tim Cook is indeed the big head on the 1984 ad, you’re sitting front row.

The sources and evidence for everything I’ve been talking about are all online and by reputable sources. It’s up to you if you want to find them or pretend they don’t exist. I’ve spent enough time debating this already.

Basically a management message to Apple employees that got twisted up in some baseless criticism, which seems to happen frequently on MacRumors.

Random remarks, some of which are backed by conjecture are thrown together in an attempt to form a criticism of Apple steeped in opinion, which isn't necessarily bad as long as it's recognized for what it is.

It's evident there isn't much, if any factual information behind the criticisms leveled, just some "conclusions" derived by lack of evidence, rather then the evidence itself.

But so it goes.

 

[Peperino]

iphone 1 at $599/$699 in 2007. Obscenely expensive as well. When did Apple ever offer cut-rate prices?

Obviously you have no foundation to your argument point. We were talking about that Design and technology go hand and hand. Now you are comparing iPhones to computers. Once agian you make no sense whatsoever.
In any case, Apple many times reduced prices of products. But the point was not about reducing prices, was about designing a product (New Mac Pro) that was completely out of reality with what the apple users were expecting and need. Once again you miss the point.

 

[Peperino]

iphone 1 at $599/$699 in 2007. Obscenely expensive as well. When did Apple ever offer cut-rate prices?

Obviously you have no foundation to your argument point. We were talking about Design

Another person who believes Apple is able to brainwash hundreds of millions of consumers, of all walks of life and demographics?

Apple makes great products like iWatch, iMac, etc. Pointing out that Apple also made bad products is NOT being brainwashed. For example, Homepod (late to the market and expensive), Macbook Pros 2016-19, Apple TV, etc.
You are the one actually being brainwashed by Apple, saying that everything they do is great.

 

[I7guy]

Obviously you have no foundation to your argument point. We were talking about that Design and technology go hand and hand. Now you are comparing iPhones to computers. Once agian you make no sense whatsoever.
In any case, Apple many times reduced prices of products. But the point was not about reducing prices, was about designing a product (New Mac Pro) that was completely out of reality with what the apple users were expecting and need. Once again you miss the point.

"Obscenely unaffordable" also applied to the iphone.

 

[hatchettjack]

what would be great is if apple would create platforms which allow free speech! we all need to see and hear things we don't agree with! that would be innovation!

 

[I7guy]

Obviously you have no foundation to your argument point. We were talking about Design

Apple makes great products like iWatch, iMac, etc. Pointing out that Apple also made bad products is NOT being brainwashed. For example, Homepod (late to the market and expensive), Macbook Pros 2016-19, Apple TV, etc.
You are the one actually being brainwashed by Apple, saying that everything they do is great.

Homepod was/is a great product and showed off Apple's engineering prowess, even if it didn't survive more than 3 years. So that is a terrible example. Apple TV is another bad example.