Tim Cook Says Apple is Always Focused on 'Products and People' Over Wall Street Expectations

[Rob_2811]

Obviously the stuff about not being in it for the money is drivel hence the deliberate funnelling of funds through Ireland and more recently Jersey but the biggest laugh for me is the "not treating customers as a laboratory" comment, how many Apple customers make a point of not buying a gen one product because they expect it to be bug ridden?

Why have a MagSafe port when you could have a more versatile usb C port in its place that can double as any other data port when your laptop isn’t charging?

The Magsafe connector wasn't a part of any of the ports on the previous generation MBPs it was additional to the USB/Thunderbolt ports.

 

[Septembersrain]

Sounds like beautiful words. Which is all they are. We've already seen that Apple makes decisions that benefit the business. Why the need to try to butter it up?

 

[Abazigal]

Honest question to you or anyone.

Can there be situations where no change occurs and that would be acceptable? Or should change in every/any nook and cranny be constant, which runs the risk of change for the sake of change.

I’ve often accused Apple of forcing changes where the negatives far outweigh any positives for me even after 4+ years, acknowledging that those changes may be very welcomed by some and then simply tolerated/accepted by some in the middle. Since Apple’s calling card is typically a one-size-fits-all approach which can result in a higher % of polarized customer satisfaction, should Apple stop being expected to be universally renowned as the “it just works” company it was once considered to be (which, to hold that reputation, requires a near-universal appeal across a majority of customers) and is it ok that Apple instead be considered a company to maximize change at whatever cost to % of customer acceptance?

Honest question.

Possible.

Which is why I feel that to understand why Apple sometimes does things the way they do, one has to understand Apple.

This is a video I found on youtube which I find comes closest to verbalising Apple's mindset.

In short, Apple believes that design is the ingredient to allow people to get the most out of their technology. Their goal is to remove barriers they believe are preventing people from properly interacting with their devices. To them, less is more, and fewer features and functionality is the key to a better user experience, because it's harder to do more with less, rather than do more with more.

So in summary, Apple hasn't changed. It was this mindset, this willingness to show the status quo the middle finger that created the iPod and iPhone and made them so insanely successful. And it's this mindset which will ensure that Apple continues to stay successful for a good many years to come.

And I do apologise for the late response. Been a busy week and it just slipped my mind.

 

[TrueBlou]

Honest question to you or anyone.

Can there be situations where no change occurs and that would be acceptable? Or should change in every/any nook and cranny be constant, which runs the risk of change for the sake of change.

I’ve often accused Apple of forcing changes where the negatives far outweigh any positives for me even after 4+ years, acknowledging that those changes may be very welcomed by some and then simply tolerated/accepted by some in the middle. Since Apple’s calling card is typically a one-size-fits-all approach which can result in a higher % of polarized customer satisfaction, should Apple stop being expected to be universally renowned as the “it just works” company it was once considered to be (which, to hold that reputation, requires a near-universal appeal across a majority of customers) and is it ok that Apple instead be considered a company to maximize change at whatever cost to % of customer acceptance?

Honest question.

Personally I like to believe that change for the sake of change is a bad thing. I'm not against change by any means, but only when there are quantifiable benefits brought about by the changes.

Unfortunately in todays consumer electronics markets, no change is often equated to stagnation. Which is why there's a seeming constant need for companies to "improve" on their products.

Of course it's all in the eye of the beholder at the end of the day. Here's an example. As far as I'm concerned iPhone design peaked with the iPhone 4 and to some degree the 5. These are rectangular slabs which really, you can only do so much with at the end of the day.

So, what did Apple do, because of a need for change they made the iPhone 6. A difficult to hold, slippery bugger with a camera that sticks out the back. A design we've basically been stuck with ever since and true to form there are now plenty of examples of people complaining of design stagnation. Yet as far as I'm concerned they waited at least one generation too long before sticking with and just refining a design.

Had they stuck with the previous design we'd still have nice to hold devices, that looked good and could bloody well lie flat on a table. Who gives a damn if it's 1.2mm thicker really? The 6 design brought no actual functional benefit that I can see, indeed to me it was quite the opposite. But no doubt many would disagree.

I suppose at the end of the day it's the old “You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time”.”

 

[Tozovac]

Thanks, that was the video which, if accurate, makes me even more frustrated with apple’s priorities.

In short, Apple believes that design is the ingredient to allow people to get the most out of their technology. Their goal is to remove barriers they believe are preventing people from properly interacting with their devices.

Because things like MagSafe, upgradable ram, and headphone jacks were amazingly frustrating barriers.

To them, less is more, and fewer features and functionality is the key to a better user experience, because it's harder to do more with less, rather than do more with more.

If Apple is striviving providing reduced functionality and making it harder to do more by providing less, they are absolutely hitting it out of the ballpark.

So in summary, Apple hasn't changed. It was this mindset, this willingness to show the status quo the middle finger that created the iPod and iPhone and made them so insanely successful. And it's this mindset which will ensure that Apple continues to stay successful for a good many years to come.

Sounds like the type of girls who never grow out of playing hard to get, giving less hoping that gets them more. Smart guys eventually move on from that BS.

Why have a MagSafe port when you could have a more versatile usb C port in its place that can double as any other data port when your laptop isn’t charging?

And the problem with 3 usb-c’s *and* a MagSafe is....?

My MBA has a MagSafe, two usb 3.0s, an SD card slot, and a Thunderbolt. The flexibility is quite great and I don’t feel the least bit cheated not being given the opportunity to try to do more with less.

Admittedly, I don’t know much about USB-C. If they offer some type of daisychain connectivity advantage over USB 3.0, where each and every USB-C device has its own in/thru port, then why not two USB-C‘s and a MagSafe? Or one USB-C and a MagSafe? Just seems terribly stupid to abandon one of apple’s biggest and well-loved innovations. Excusing it with “well, you can buy a USB-c/MagSafe adapter” is once again pointing to apple’s other serious flaw nowadays, putting the onus on customers to buy more things to lug around to get back to the flexibility and functionality of just a few years prior.

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I suppose at the end of the day it's the old “You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time”.”

Agree with a lot of your post. My opinion is, Apple seemed to please more of the people more of the time before 2013. Another opinion: since 2013, Apple seems more hell-bent on pleasing themselves over what they’re providing the customer than focusing on simply pleasing the customer. That seems so readily apparent to me at least since 2013 and onward.

 

[ipponrg]

Agree with a lot of your post. My opinion is, Apple seemed to please more of the people more of the time before 2013. Another opinion: since 2013, Apple seems more hell-bent on pleasing themselves over what they’re providing the customer than focusing on simply pleasing the customer. That seems so readily apparent to me at least since 2013 and onward.

Apple definitely had to please more people back then. They were industry pioneers with a rationale intent solving problems that people genuinely had. The difference now is that they are going for sales, and they have the right person in charge - Tim Cook. They know they can release a product with a questionable intent, and someone out there will rationalize its success. We have the multitude of tech blogs give so much attention to Apple that it makes it difficult to ignore.

The Apple brand has an outstanding market team that can make even their worst products look somewhat decent.

I'd argue if a customer is willing to spend money for an Apple product even if it doesn't (fully) meet their needs, then it's pleasing the customer.

 

[Tozovac]

I'd argue if a customer is willing to spend money for an Apple product even if it doesn't (fully) meet their needs, then it's pleasing the customer.

I’d say there’s also the chance it’s more “acceptable” than “pleasing.” I’ve often said, to me, today’s Apple is just a little better of an option than android or windows, whereas before 2013, Apple was unquestionably the only and best option. Quite different places to be, in my opinion.

 

[Abazigal]

Because things like MagSafe, upgradable ram, and headphone jacks were amazingly frustrating barriers.

Magsafe was a port which was basically going wasted when you weren't charging your laptop.

Removable ram took up more space than soldered ram.

Headphone jacks took up space and made it harder for Apple to waterproof the iPhone.

On their own, there was nothing wrong with them, but they were also what was preventing Apple from making their devices as thin (and sometimes, light) as possible. Maybe it's not something you are particularly passionate about (especially when it comes at the expense of something you have come to really like or depend on), but it evidently matters enough to Apple that they dare risk angering their user base over.

If Apple is striviving providing reduced functionality and making it harder to do more by providing less, they are absolutely hitting it out of the ballpark.

Let's take the AirPods for example.

Apple didn't include physical buttons for volume controls for whatever reason remains their own. The end result is that they have to work even harder to replicate the missing functionality via sensors and software. For example, removing an AirPods from my ear pauses the music automatically. Getting the algorithm right to activate Siri via a double-tap is probably harder than simply having a button you can hold down on, but I can see how it would be a worse user experience to have to fiddle with buttons on such a tiny piece of hardware.

This is how Apple, by giving you less (in this case, no buttons), actually makes the product more user-friendly and intuitive.

Sounds like the type of girls who never grow out of playing hard to get, giving less hoping that gets them more. Smart guys eventually move on from that BS.

That's such a ridiculous analogy I don't even know how to go about addressing it.

And the problem with 3 usb-c’s *and* a MagSafe is....?

My MBA has a MagSafe, two usb 3.0s, an SD card slot, and a Thunderbolt. The flexibility is quite great and I don’t feel the least bit cheated not being given the opportunity to try to do more with less.

Admittedly, I don’t know much about USB-C. If they offer some type of daisychain connectivity advantage over USB 3.0, where each and every USB-C device has its own in/thru port, then why not two USB-C‘s and a MagSafe? Or one USB-C and a MagSafe? Just seems terribly stupid to abandon one of apple’s biggest and well-loved innovations. Excusing it with “well, you can buy a USB-c/MagSafe adapter” is once again pointing to apple’s other serious flaw nowadays, putting the onus on customers to buy more things to lug around to get back to the flexibility and functionality of just a few years prior.

Have you ever wished your MagSafe port was on the right side of your laptop, rather than your left? Or for your thunderbolt port to be on the left side so you could hook it up to a projector without having to snake your adaptor around the other side? Well, with USB-C, there is no such thing as a wrong port. Any one of them could be any port you wish. That USB-C to VGA adaptor could go in on the left or right side.

Granted, this isn't relevant for the Macbook or the 13" MBP without touchbar, because their ports are all on one side.

Nevertheless, this is the vision that Apple is striving for with the macbook. The four Thunderbolt 3 ports are easily the most versatile port ever shipped in a notebook, and they are likely the most powerful ports ever created. Charging, running external displays, linking to external storage units, and potentially linking to external GPU modules make Thunderbolt 3 a seemingly perfect port to go all-in on. With the LG UltraFine 5K Display and similar Thunderbolt 3 docks, there is potential to run a 5K display, connect multiple USB 3 external hard drives, and connect to the internet via ethernet all with one single cable. This is Apple's vision of the future of computing: impressive power in a thin and light package that can tether to an ultra-powerful rig when needed.

Of course they would go all-in on USB-C. By doubling down on Thunderbolt 3 in one of the highest selling notebooks available, Apple is essentially forcing the hand of manufacturers and consumers everywhere. This is a lesson in long-term gain for short-term pain. Carrying adapters is a current annoyance that even the best of us have to endure, but I am willing to wager that the future is very, very bright for Thunderbolt 3, and I for one can’t wait to see the potential it unlocks.

In summary, Apple is making the "wrong move" now so that they can make the "right move" in the future.

 

[Tozovac]

You and I are definitely potayto potahto when it comes to looking at Apple products. When I see them do something that doesn't fit my usage style, I don't accept it. I question it while you're OK with finding a way to accept Apple's unquestionable right of eminent domain. I respect your thoughts even if I disagree.

Magsafe was a port which was basically going wasted when you weren't charging your laptop.

Now that's ridiculous. If I didn't know better I'd think you're baiting/trolling. The tilda key on my laptop (upper left corner) goes wasted when I'm not pressing it too, which is 99.999999999999999999999999999999999999% of the time.

How about: Magsafe is an industry-first innovation appreciated by many that saved many a laptop from being accidentally jerked onto the floor, prevented many a trip & injury to passers-by if not the owner, and it protected the cable itself from premature wear each time it's jerked or pulled out roughly. Seeing that the sides of a MacBook pro have room for such a port, there's no logical reason to remove it other than to make Jony smile.

Removable ram took up more space than soldered ram.

Headphone jacks took up space and made it harder for Apple to waterproof the iPhone.

On their own, there was nothing wrong with them, but they were also what was preventing Apple from making their devices as thin (and sometimes, light) as possible. Maybe it's not something you are particularly passionate about (especially when it comes at the expense of something you have come to really like or depend on), but it evidently matters enough to Apple that they dare risk angering their user base over.

Let's look at things this way: Extend aspects of their current path to the extreme, and see how much it makes sense.

Sounds like thickness and weight are a high priority. Sounds like Jony isn't as good a designer as he's cracked up to be if he can't make things waterproof while maintaining flexible customer-usage features. As more things get taken away in the quest for thinner & lighter, let's see how valued a MacBook will be with, say, no ports but only wireless data transfer, where forgoing room for ports will soon be the only way to keep adding increased thinness and lightness from the prior model. Less important is adding increased usability & flexibility, which, you have to admit, is the direction being headed towards. Maybe they'll axe the MacBook once and for all like the completely ridiculous "what's a computer" ipad commercials, where all you have is a retina screen, and you have to either buy a keyboard or use a laser-projected keyboard onto the work surface.

Could be Apple management has anorexia or an eating disorder? Some unnecessary and unnatural over-fascination with thinness?

Now, extend a priority focused on flexibility of use and power. Sure, keeping it under 3 lb is great. How wonderful would it be if Apple were to resume being a computer company and prioritized “how functional & powerful can we make this within a maximum acceptable weight/size.”

Instead we’re stuck with “how thin and light can we make this with minimum acceptable function.”

So obvious to me and so ridiculous.

Let's take the AirPods for example.

Apple didn't include physical buttons for volume controls for whatever reason remains their own. The end result is that they have to work even harder to replicate the missing functionality via sensors and software. For example, removing an AirPods from my ear pauses the music automatically. Getting the algorithm right to activate Siri via a double-tap is probably harder than simply having a button you can hold down on, but I can see how it would be a worse user experience to have to fiddle with buttons on such a tiny piece of hardware.

As an option for users to consider, I see no problem with minimalizing/optimizing the AirPods like that. Users can choose to buy optional AirPods or use their current highly-useful high-quality corded and Bluetooth headphones. Fine by me.

This is how Apple, by giving you less (in this case, no buttons), actually makes the product more user-friendly and intuitive.

Oh enough. Your and Apple's "more user-friendly" is true only with cherry-picked parameters. If the parameters were: instantaneous zero-lag enaction after a quick plug-in and flexibility to use the dozens of existing 1/8" corded options for music-transfer, then it would not be "more user-friendly." It is what it is.

That's such a ridiculous analogy I don't even know how to go about addressing it.

How is that difficult? An attractive girl advertises for your interest, piques your interest with lots of good attention upfront, yet once you're drawn in she acts aloof and unresponsive to your interest & priorities. She keeps advertising how much she wants you to pursue her but makes it awfully hard to maintain interest due to some extreme directions she keeps evolving towards, expecting you to keep bending over and taking and reacting to her whims. What you want really doesn’t matter.

A computer company advertises for your interest, piques your interest, offers great product initially, but keeps evolving in ways that seems like they're disinterested in your interests & priorities, yet they keep advertising in ways suggesting how much they want you to pursue buy their product while making it awfully hard for you to maintain interest in some extreme directions they're evolving, expecting you to keep bending over and reacting to Apple’s whims. What you think you want doesn’t matter. What's so hard about seeing the close analogy?

Have you ever wished your MagSafe port was on the right side of your laptop, rather than your left? Or for your thunderbolt port to be on the left side so you could hook it up to a projector without having to snake your adaptor around the other side?

Geez. Never ever. Now that's worrying about really silly things and fixing a non-problem while creating others. Killing the fly on your dining room table with a flamethrower.

“Sometimes you don’t like the side that MagSafe is on? Well, then we will put it on no side.”

Beautiful.

This is Apple's vision of the future of computing: impressive power in a thin and light package that can tether to an ultra-powerful rig when needed.

Apple's expecting the user to pony up $$$$$ like it's nothing for additional hardware after spending $$$ for a supposed "pro" laptop in order to have the flexibility & power that was once offered in a standalone laptop is very accurate.

Of course they would go all-in on USB-C. By doubling down on Thunderbolt 3 in one of the highest selling notebooks available, Apple is essentially forcing the hand of manufacturers and consumers everywhere. This is a lesson in long-term gain for short-term pain. Carrying adapters is a current annoyance that even the best of us have to endure, but I am willing to wager that the future is very, very bright for Thunderbolt 3, and I for one can’t wait to see the potential it unlocks.

In summary, Apple is making the "wrong move" now so that they can make the "right move" in the future.

Those are nice words and I believe you believe them and accept the future. Just like Apple's Chinese finger trap method of not allowing users to upgrade back an iOS except for very short periods of time, their not offering optional laptops with a mix of old & new ports in this supposed transition period will never allow customers to vote with their wallet. A 2018 MacBook pro with 2 usb-c/thunderbolt ports, 1 usb 3.0 port, a headphone/microphone jack & magsafe port that's 1.5 mm thicker and with replaceable RAM/SSD/processor options and physical Function keys vs. a 2018 with four usb-c/thunderbolts in a sealed enclosure and with a touchbar, all at the same price: I know which I'd pick and would sure like to see the sales figures over a few years. But we'll never get the chance.