In a long and extensive interview with the Australian Financial Review, Apple CEO Tim Cook discussed many topics, from Apple's core values on privacy, the importance of user trust, his morning routine, App Store regulation, and more.
The interview, conducted in July, is in celebration of the Financial Review's 70th anniversary. Cook begins the interview by sharing his morning routine, noting he likes to read emails from customers as it helps him keep a "pulse on what customers are feeling."
Speaking about the Apple Watch, which since its introduction in 2015 has gained new health monitoring and tracking capabilities, Cook said emails from customers on how the device has changed, or in many cases saved their life, "really mean something" to Apple. Cook notes that his company wants to create products that "enrich people's lives, and there's no better example of that than saving someone's."
Talking about artificial intelligence, Cook notes that Apple already utilizes AI in features on the iPhone, iPad, and Apple Watch but believes that AI is just getting started in terms of on its impact on our lives. Cook also commented on augmented reality, calling it a way to "amplify the value of technology with people, without enclosing or shutting off the real world."
Apple is widely rumored to be working on augmented reality glasses, and the company has stepped up its efforts in recent years on building outs its AR platform. Learn more about Apple's future augmented reality plans using our comprehensive guide.
With the emergence of AI and AR becoming more mainstream in the future, Cook spoke to concerns over how technology can be utilized for harm rather than to benefit people's lives. Cook said he believes that technology's impact on society is not based on the technology itself but on how its creators and users take advantage of it.
As is customary for any Tim Cook interview, the executive also touched on privacy and its role as a core value for Apple. It's worth mentioning that the interview was conducted in July, before Apple announced its controversial plans to scan iPhone users' photo libraries for CSAM or child sexual abuse material. As such, Cook's privacy and user trust comments during the interview don't address those plans.
Referencing Screen Time, a built-in feature of iOS and macOS that provides users with tools to monitor the amount of time they're spending on their device, Cook said that it was an important feature to launch, pointing out the potential risks of technology losing touch with people's lives.
Cook went on to discuss privacy as a whole, noting that the topic has become more mainstream over the last few years. Cook said that he believes people's trust in some ways has been taken advantage of and that steps need to be taken to rebuild that trust.
In several countries, including Australia, Apple is under investigation for alleged monopolistic practices and behavior that could be considered anti-competitive. Probes, still ongoing in many cases, are likely pointing to increased regulation that would Apple and how it operates the App Store.
Cook spoke about regulation and said it needs first to be determined where regulation is needed and where its specific focus should be. The CEO also pointed out the competition that Apple faces and said that he believes "competition is inherently good."
Cook said that any form of regulation that could be implemented would need to "be justified by being great for the user," drawing the comparison between regulation and product innovations. Cook also touched on the idea of Apple's tight control of the App Store, which has become a hot button issue for the company.
Criticism, mainly driven by game developer Epic Games, is that Apple holds a monopoly over the App Store and that it should instead open up its devices to allow users to download apps from platforms outside of its own. Cook said that he believes doing so would be considered a backdoor.
In the remainder of the interview, Cook spoke about his childhood, the late Steve Jobs, and more. Tim Cook is being featured on the cover of the Finical Review's "Platinum 70" magazine for Friday, August 20.
Article Link: Tim Cook Talks Privacy, User Trust, Morning Routine, and More in Financial Review Interview
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