Become a MacRumors Supporter for $50/year with no ads, ability to filter front page stories, and private forums.



After first traveling around France earlier in the week and meeting with French president Emmanuel Macron, then heading to Oxford University in the United Kingdom for the opening of The Oxford Foundry, Apple CEO Tim Cook has now traveled to Stockholm, Sweden today. Just after 9 a.m. local time, Cook was spotted getting out of a black, unmarked Mercedes in Stockholm.

Cook was on Kungsgatan, a street in central Stockholm where Apple's office is located within the city, and an eyewitness speaking to Breakit [Google Translate] said that the CEO traveled with "a whole entourage" into the building, then "rushed out" a few hours later. Cook is likely making the usual rounds to other Apple locations, including potentially checking on the progress of Apple's upcoming flagship store in Kungsträdgården, a park located near Apple's offices in the city.

tim-cook-stockholm-800x408.jpg

Photos by TT and Jon Wahlqvist, via Breakit

Cook also stopped to discuss augmented reality with Feber [Google Translate], where he explained that the first few apps using ARKit are comparable to the opening of the App Store in 2008. Even though this first wave of apps might not wow everyone, Cook said that eventually iPhone users will not be able to "imagine a life without" augmented reality. Cook has made similar AR-related comments for years now, and just this week sat down with The Independent and Vogue to discuss the topic even more in-depth.
The interview further discusses how AR can "enhance" human experiences and day-to-day life without replacing anything, as well as how the technology needs to coexist with Apple's initiatives in the artificial intelligence space. Cook also continued championing students learning to code: "I think everyone who goes to school should learn how to code, but I do not think everyone should be a computer engineer. I think the knowledge to know what's possible is the most important, whether you're a fashion designer or journalist or whatever it is."

Update: Tim Cook has also visited with Iggesund Paperboard, a manufacturer of high quality virgin fiber paperboard and Apple's partner in sustainable packaging.




Article Link: Tim Cook Travels to Sweden to Visit Local Apple Office and Discuss Augmented Reality [Updated]
[doublepost=1507832171][/doublepost]Tim needs to travel to CHINA to sort out iPhone X production problems. AR is great and all but not if you don't have an iPhone X to play with it on.
 
At this point, I feel like he's just going to random places to talk about random things just so people at those places get excited over it when they see him and he gets to feel like a celebrity.

Maybe he just bundles his traveling requirements so he is not constantly away from home/office.
 
I hope that if Zuck runs for president, Tim will throw-in his hat, too.
At least, Tim actually travels and doesn't just use a VR headset - however carbon-neutral the later may be.
 
Cook better not have just witnessed... a working prototype of In-Display TouchID, thanks to the Apple engineers working in Kungsgatan.
Apple doesn't have any engineers at Kungsgatan. Apple just have a small office there, and it's mostly administration in that office. No development at all there.
 
Obviously on a European tour to:
1) test the water with local politicians on unpaid taxes in the EU (it's getting hot for Apple with 13Billion);
2) buy up anything useful for corporate Apple;

If they were really so concerned about improving our lives they would manufacture products in their key market countries and contribute to the functioning of society.

All my IT is Apple .. so spare me the BS.
 
Obviously on a European tour to:
1) test the water with local politicians on unpaid taxes in the EU (it's getting hot for Apple with 13Billion);
2) buy up anything useful for corporate Apple;

If they were really so concerned about improving our lives they would manufacture products in their key market countries and contribute to the functioning of society.

All my IT is Apple .. so spare me the BS.

This is ridiculously stupid, and very American. Why should Apple manufacture iPhones in Norway which is one of the most expensive countries in the world. As living in a neighbouring country I wouldn't wanna buy a Norwegian iPhone if a Chinese iPhone was an option since the latter would be much better value for money.
 
Last edited by a moderator:
I wonder if the visit included any Apple Pay plans since Apple is about to launch the service in Sweden this year. Can’t come soon enough.

All this talk about "no-go-zones" come from people who have absolutely no idea what they're talking about and gets all their facts from right wing extremist sites.
What I did notice is that you got a **** loads of arguments about all your other points but nothing about the “right wing extremism”. No argument about that. Curtain lifted.
 
Register on MacRumors! This sidebar will go away, and you'll see fewer ads.