Video Highlights of Tim Cook's D10 Interview

[iZac]

He does seem very considered and ordered, but I imagine he feels so much like a man overwhelmed. He's a manager, that many expect to be the 'creative genius' that Steve Jobs was.

Though Steve may have had given the direction and "laser focus" as they say to Apple, there are hundreds upon hundreds of exceptionally talented people in the company that actually created and realised the products that one man envisioned.

Tim often opens his dialogue with effusive praise about all the fantastic people at Apple and how he's lucky to be leading them. Whether it's all prepared statements from Apples marketing team to try and shine the light on 'the little guys' or not, I think Tim feels that all he can do is try to steer these people and hope that their thinking and design can be as connected and lucid as Steve's was.

I kind of feel sorry for Tim because I don't think he's comfortable being under such incredible scrutiny and to be honest, who on earth could fill those New Balance training shoes?

 

[bbeagle]

Nowhere near as charismatic as Steve Jobs.

Which is one of the things that made Steve Jobs great and unique.

You can tell that Tim Cook is very smart, and is a visionary. However, he does not have the same Charisma as Steve Jobs.

Would you rather have a Steve Ballmer who is charismatic, but a buffoon?

 

[Nielsenius]

I think it's funny that most of the comments on here which question Apple and Tim Cook are getting down-voted. I'm a pretty big Apple fan, some might say a "fanboy", and I see nothing wrong with questioning the way Apple does things. They are a multi-billion dollar company with one goal in mind: profit.

To the person who said that this interview is just a big commercial, I agree. It sounds like Tim is trying to make stuff up as he goes in order to promote Apple. Steve's answers to the sort of questions that were asked in this kind of interview were always on-point. Tim sounds like he's full of bull. The comment he made about patent wars is typical. Of course he says Apple is in the right and other companies are wrong. His remark about not bringing legacy technology to the tablet as to not "encumber" it makes no sense from the user's standpoint. The iPad is a fad. Sure, everyone loves their iPad (I did too at one point), but it's not a replacement for a computer. Ever try to do real work on an iPad? You can't. The iPad needs some legacy technology to make it useful. Tim's comments about Siri are a load of crap, as well. "Users love Siri". No, we don't. I like Siri. I think she is a cool feature, but very lacking in functionality to be promoting a whole product on.

That said, I still love the products that Apple makes. Windows 8, which I've used extensively, is pretty cool and very innovative. Apple better not miss a beat or they'll be in a world of hurt. Windows 8 equipped ultrabooks are going to be popular. This is going to be the first time in years that Apple is going to be given a run for its money in the laptop market. All I can say is this: Apple's board had better keep a close eye on Tim because if he doesn't stack up, Apple is down the drain.

 

[Patriot24]

The more I watch AllThingsD the more annoyed I am with Kara Swisher. Anyone else feel like her questions are terrible?

Kara is an OK journalist, but a horrible interviewer. Her questions and general attitude toward the interviewees is always obnoxious. If you go back and watch the interviews with Steve, it is very clear that he was regularly annoyed at her.

I think Tim was fine. You don't have to be the world's greatest, most charismatic public speaker to run a great company and make good products. People are going to have to get over drawing comparisons of Steve and Tim.

 

[boomish]

He does seem very considered and ordered, but I imagine he feels so much like a man overwhelmed. He's a manager, that many expect to be the 'creative genius' that Steve Jobs was.

Though Steve may have had given the direction and "laser focus" as they say to Apple, there are hundreds upon hundreds of exceptionally talented people in the company that actually created and realised the products that one man envisioned.

Tim often opens his dialogue with effusive praise about all the fantastic people at Apple and how he's lucky to be leading them. Whether it's all prepared statements from Apples marketing team to try and shine the light on 'the little guys' or not, I think Tim feels that all he can do is try to steer these people and hope that their thinking and design can be as connected and lucid as Steve's was.

I kind of feel sorry for Tim because I don't think he's comfortable being under such incredible scrutiny and to be honest, who on earth could fill those New Balance training shoes?

Yes pretty much exactly my thoughts, he's pretty boring, but the poor guy you just can't help but compare him to Steve. I mean it was Steve that got people to understand the ethos and energy behind their products, wether the product was a success or not. It would be nice to see more of an Apple spokesman or a team speaking that has that vision and enthusism, Tim's responses all seem like a well written press release.
I must add though if they don't release a Mac Pro soon and get behind some of the "Pro" users that have supported Apple for so long it might signal the end of an era for me.

 

[tigress666]

I think it's funny that most of the comments on here which question Apple and Tim Cook are getting down-voted. I'm a pretty big Apple fan, some might say a "fanboy", and I see nothing wrong with questioning the way Apple does things. They are a multi-billion dollar company with one goal in mind: profit.

Cause most of them are bitching that he's not Steve Jobs. Well duh! No one is going to be! That ship has sailed. Get over it and give the guy a chance. He's not going to have the same strengths or rather combo of strengths (I agree with some one else, he sounds smart, he sounds like he gets it, but no, he's not charismatic. Would you rather have a buffoon like Balmer who doesn't get it but has more charisma?). But he has his own strengths and that is what he should play to (he's going to fail if he tries to run Apple like Jobs did, cause he's not Jobs. And no one will succeed trying to run the company like Jobs, cause they aren't Jobs and they won't be able to do that).

And shoot, he barely has had a chance to show how he's going to run and everyone is bawling about how he's going to ruin Apple cause he does things like implement a program to encourage the employees to give to their favorite charities (yes, I've seen people bitch that, "Jobs would never do that, this is the downfall of Apple!").

Hell, people are bitching about the most recent products APple put out, products that very well probably had Jobs influence (since it was said Jobs had plans for five years out before he died) and yet they want to blame Cook for it (see how the new products don't innovate enough.. newsflash for you, Apple has always worked in increments except when introducing something new. But after that it's always been incremental changes, nothing has changed in that department, but all the sudden it's Cook isn't innovative, Apple has lost its touch. Newsflash, the only thing that's changed is the Steve Jobs Distortion field is no longer there.... and maybe that's the problem. People suddenly are noticing what already was but Steve Jobs was good at getting people excited over stuff so they didn't notice.

I do think Apple will miss that part (and Jobs ability to get companies to agree to almost anything). But, you know, Jobs is dead, no one is going to be like him, and you aren't going to get the same combo of skills. I'd rather have some one who gets it but isn't charismatic than vice versa.

 

[Macboy Pro]

Probably a nice guy and a great CEO, but Apple's downfall will be over confidence and arrogance. While they are innovating new technology, their current product lines (except the iPad) are extremely outdated. I expect fully proprietary technology in full Apple control (like the iPad and iPhone) within the next year or two. Downhill from there.

 

[CausticPuppy]

They are a multi-billion dollar company with one goal in mind: profit.

Well, that should be a primary goal of absolutely every company that wants to stay in business. You need to either be profitable, or beg for government bailouts.

Of course he says Apple is in the right and other companies are wrong.

Would Steve have said otherwise? "Yeah, we may have ripped off a few ideas but ya know what? Screw 'em."

His remark about not bringing legacy technology to the tablet as to not "encumber" it makes no sense from the user's standpoint.

Sure it does--this has been proven with earlier tablets, which attempted to cram a full desktop OS and GUI onto a tablet form factor. You basically just end up with a crippled PC. That is a tablet encumbered by legacy (desktop) technology.

The iPad is a fad.

As was the iPod.... remember?

Sure, everyone loves their iPad (I did too at one point), but it's not a replacement for a computer. Ever try to do real work on an iPad? You can't.

I guess it depends on what kind of work you do. I use mine when traveling for work, it's fantastic. Believe it or not, many people who work only need computers for email, presentations, etc.-- stuff the iPad handles admirably. Also, the iPad was never meant to be a replacement for a computer, although for many people it certainly can be (my grandma for instance!)

 

[iZac]

Nowhere near as charismatic as Steve Jobs.

Yes pretty much exactly my thoughts, he's pretty boring, but the poor guy you just can't help but compare him to Steve...

It's all relative, I just watched Sergey Brin drone on about Project Glass just after this D10 interview, now Tim Cook seems like the most interesting person in the world!

 

[winston1236]

because most people use actual computers to visit websites? not an iOS toy - only kids who do not manage large sites think you can drop flash.

the new reality of Apple... an "Untalented" at the top. I'm sure the iOS community wont mind, he is like them.

Flash is dying out, get used to change because its coming with or without you.

 

[Glassed Silver]

Probably a nice guy and a great CEO, but Apple's downfall will be over confidence and arrogance. While they are innovating new technology, their current product lines (except the iPad) are extremely outdated. I expect fully proprietary technology in full Apple control (like the iPad and iPhone) within the next year or two. Downhill from there.

Yo dawg, pass me some of that stuff you're smoking!

Glassed Silver:mac

 

[newdeal]

because most people use actual computers to visit websites? not an iOS toy - only kids who do not manage large sites think you can drop flash.

the new reality of Apple... an "Untalented" at the top. I'm sure the iOS community wont mind, he is like them.

Computers play html5 just as well as iOS devices do.

 

[Patriot24]

I think it's funny that most of the comments on here which question Apple and Tim Cook are getting down-voted. I'm a pretty big Apple fan, some might say a "fanboy", and I see nothing wrong with questioning the way Apple does things. They are a multi-billion dollar company with one goal in mind: profit.

I agree. No one is beyond reproach.

To the person who said that this interview is just a big commercial, I agree. It sounds like Tim is trying to make stuff up as he goes in order to promote Apple. Steve's answers to the sort of questions that were asked in this kind of interview were always on-point. Tim sounds like he's full of bull.

His life's work is the company. Can you blame him for being a fan?

I took his pauses and slow reactions to mean that he was being careful about what he says, as many of the answers he could've given probably would've revealed information about products that they don't want public yet. It is hard to answer questions when you can't really answer. *shrug*

The comment he made about patent wars is typical. Of course he says Apple is in the right and other companies are wrong.

Would the CEO of Samsung come right out and say "we've been in the wrong this whole time"? Clearly each side believes that they are right, or they wouldn't be locked in battle. No one is innocent.

His remark about not bringing legacy technology to the tablet as to not "encumber" it makes no sense from the user's standpoint. The iPad is a fad. Sure, everyone loves their iPad (I did too at one point), but it's not a replacement for a computer. Ever try to do real work on an iPad? You can't. The iPad needs some legacy technology to make it useful.

I agree that the iPad still has a ways to go before it can be used for everyday work, but I am not convinced that is Apple's problem in total. At this point, they have solved most of the hardware side of things. My opinion is that the current gaps are software gaps. As the OS evolves, hopefully developers can follow with more productive apps to help fill the gaps.

Tim's comments about Siri are a load of crap, as well. "Users love Siri". No, we don't. I like Siri. I think she is a cool feature, but very lacking in functionality to be promoting a whole product on.

I agree that Siri is a "like" at this point. 3rd party API integration will be the key to long-term success of Siri. We'll see...

That said, I still love the products that Apple makes. Windows 8, which I've used extensively, is pretty cool and very innovative. Apple better not miss a beat or they'll be in a world of hurt. Windows 8 equipped ultrabooks are going to be popular. This is going to be the first time in years that Apple is going to be given a run for its money in the laptop market. All I can say is this: Apple's board had better keep a close eye on Tim because if he doesn't stack up, Apple is down the drain.

I really don't want to get into a Mac vs. PC battle here, but I kind of see the 10.8 vs Win8 issue differently. I think that Microsoft is taking some hefty risks with Metro to move things forward. Ultimately they may rewarded, but there is significant risk that average consumers will look at Win8 and basically say, "I don't understand this, those Macs, however, are pretty shiny!"

Only time will tell, but it is not a zero-sum game and never will be. Microsoft is more at risk with Win8 than they have been in a while. Anytime you try to do something new, wild rides can ensue. We'll see.

 

[CausticPuppy]

Ya know, Ford just hasn't been the same since Henry Ford died.

 

[AustinIllini]

Probably a nice guy and a great CEO, but Apple's downfall will be over confidence and arrogance. While they are innovating new technology, their current product lines (except the iPad) are extremely outdated. I expect fully proprietary technology in full Apple control (like the iPad and iPhone) within the next year or two. Downhill from there.

If you're talking about iPhone, that's like saying Mercedes are outdated because Chevrolet makes electric cars. Truth is, no one does LTE exceptionally well, and Apple tries to steer clear of releasing products that aren't exceptional.

 

[Technarchy]

Probably a nice guy and a great CEO, but Apple's downfall will be over confidence and arrogance. While they are innovating new technology, their current product lines (except the iPad) are extremely outdated. I expect fully proprietary technology in full Apple control (like the iPad and iPhone) within the next year or two. Downhill from there.

I'm going to entertain this rubbish for a moment.

Exactly what technology, OS, or company is going to rise up and replace Apple where Apple dominates (iOS, tablets, smartphones, MP3 player).

Because that is what needs to happen for Apple to experience this so-called downfall.

Android? Android makes no money.
Windows Phone? No momentum at all.
Blackberry? One foot in the grave.

So unless some phantom menace comes from no where to knock Apple off its perch, your Nostradamus skills need work.

 

[bwillwall]

Come on guys Tim Cook is a really smart guy. I mean when you really listen to his answers they are pure Apple don't you think? I think he is doing a great job. Steve Jobs will not come back, we need to move on and accept new ideas, such as a new CEO.

 

[Apple Knowledge Navigator]

One thing I have noticed is that Walt and Kara are a lot more ambitious in the questions that they ask Tim, and certainly challenge him far more than what they did with Steve Jobs.

I still don't like Kara though; she says the dumbest things ever.

Tim Cook seems like a nice enough guy, and I wish others would just give the guy a chance. I'll admit that his more formal looks are not nearly as intriguing as Jobs, but lets face it, Jobs was one of a kind.

 

[50548]

The more I watch AllThingsD the more annoyed I am with Kara Swisher. Anyone else feel like her questions are terrible?

That being said - overall nice interview and great to see Tim on stage. He is great at what he does and is the perfect voice for Apple.

I agree wholeheartedly - Kara Swisher is an absolutely obnoxious and intellectually-limited character who adds NOTHING to the discussions, rather taking away precious time that could be used for asking REALLY interesting questions...it's in times like this that I find it hard to understand how some people get to those prominent media positions...not that Walt is a very competent interviewer either.

I particularly noticed this when they interviewed SJ and BG together - a UNIQUE occasion which could have been used to ask way better questions than what was done back then. What a waste of time.

 

[Butler Trumpet]

Kara is an OK journalist, but a horrible interviewer. Her questions and general attitude toward the interviewees is always obnoxious. If you go back and watch the interviews with Steve, it is very clear that he was regularly annoyed at her.

Yeah - when her and Walt interviewed Steve, Walt would have a really well thought out question that Steve would answer in a very put together kind of way. She would then ask "Why"? ... Steve would almost laugh at her.

 

[newyorkone]

Charisma...

Charisma is highly overrated. Steve Job's was the exception, not the rule.

Most charismatic CEO's are nothing more than glorified salespeople, and not very good salespeople at that, when you consider the lackluster performance of the companies that they lead.

 

[Rogifan]

I hope there is somebody(ies) in Apple leadership on the creative side. I don't want the company to turn into an engineering/operations shop. We need the right brain represented somewhere.

 

[bawbac]

because most people use actual computers to visit websites? not an iOS toy - only kids who do not manage large sites think you can drop flash.

the new reality of Apple... an "Untalented" at the top. I'm sure the iOS community wont mind, he is like them.

Correct.
Serious sites can't cater to just electronic toys.

 

[unlovbl]

He does seem very considered and ordered, but I imagine he feels so much like a man overwhelmed. He's a manager, that many expect to be the 'creative genius' that Steve Jobs was.


I kind of feel sorry for Tim because I don't think he's comfortable being under such incredible scrutiny and to be honest, who on earth could fill those New Balance training shoes?

While I completely agree with you on a human level with regards to Tim's stress and demands, I wouldn't feel too sorry for him... he has 378 million reasons per year plus stock options in the most highly valued company in the world to soothe his angst... not to mention the fact that he has plenty of time in his schedule to hike, mountain bike, and hit the gym twice a day. Sounds like a pretty nice job description considering what most people have to deal with.

 

[penningtonm]

flash

because most people use actual computers to visit websites? not an iOS toy - only kids who do not manage large sites think you can drop flash.

the new reality of Apple... an "Untalented" at the top. I'm sure the iOS community wont mind, he is like them.

Flash is on the way out
Millions of people using IOS to surf web daily
and it looks like you have garbage galaxy tablet.
How can you possibly use Mac computers and purchase a Galaxy Tablet