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16 months of Tim Cook: Apple CEO speaks on competition, Jobs, iOS, Maps and more

Posted: , by Victor H.

16 months of Tim Cook: Apple CEO speaks on competition, Jobs, iOS, Maps and more

Almost a year ago, Steve Jobs, the chief executive of Apple passed away, leaving the company he created in the hands of Tim Cook. It was the first time Apple had gone through an organized change in leadership, and one thing that Jobs implanted in Cook’s mind was to never stumble in asking himself what would Steve Jobs have done.

Jobs, the iconic CEO, built Apple as it is now, a company that stands out with its laser focus on a few products and nearly religious following. It is one of a kind, a company where users send the CEO emails about the products as if they were speaking to their friends, sharing both joys and frustrations.

Coincidentally, Apple is also the biggest company on earth. And for the first time in nearly a year, we have a long, in-depth interview with the person at its helm, Tim Cook. Speaking for Bloomberg, Cook explained what he thinks about Apple in its current state, how it changes, and touched on everything from Apple Maps and the ousted executive Scott Forstall, to the values of Apple and competition, and, of course Steve Jobs.

We recommend you hit the source link below for the full interview, but below we have picked some excerpts that we found of particular interest. Take a look.


On Steve Jobs:
“He said, “I want to make this clear. I saw what happened when Walt Disney passed away. People looked around, and they kept asking what Walt would have done.” He goes, “The business was paralyzed, and people just sat around in meetings and talked about what Walt would have done.” He goes, “I never want you to ask what I would have done. Just do what’s right.” He was very clear.”

“More so than any person I ever met in my life, he had the ability to change his mind, much more so than anyone I’ve ever met. He could be so sold on a certain direction and in a nanosecond (Cook snaps his fingers) have a completely different view. (Laughs.) I thought in the early days, “Wow, this is strange.” Then I realized how much of a gift it was.”

On Microsoft Surface and Samsung Galaxy tablets:
“What I see, for me, is that some of these are confusing, multiple OSs with multiple UIs [user interfaces]. They steer away from simplicity. We think the customer wants all the clutter removed. We want the customer to be at the center of everything. I think when you start toggling back and forth between OSs and UIs, etc., I don’t think that’s what customers are looking for. I think that customers want tablet-optimized apps.”

“Look at netbooks. Many people thought netbooks were the coolest thing ever. Many companies hyped them. In fact, the sales boomed, and then what happened? They crashed, because they were awful! They were flimsy products with crappy, cramped keyboards. They were underpowered. They were just awful.”

On Apple Maps:
“The reason we did Maps is we looked at this, and we said, “What does the customer want? What would be great for the customer?” We wanted to provide the customer turn-by-turn directions. We wanted to provide the customer voice integration. We wanted to provide the customer flyover.

We set on a course some years ago and began to do that. So it wasn’t a matter of saying, “Strategically it’s important that we not work with company X.” We set out to give the customer something to provide a better experience. And the truth is it didn’t live up to our expectations. We screwed up.”

On iOS head Scott Forstall ousting:
“The key in the change that you’re referencing is my deep belief that collaboration is essential for innovation—and I didn’t just start believing that. I’ve always believed that. It’s always been a core belief at Apple. Steve very deeply believed this.”

On iOS design and Jony Ive:
“So it’s saying, Jony has done a remarkable job leading our hardware design, so let’s also have Jony responsible for the software and the look and feel of the software, not the underlying architecture and so forth, but the look and feel.”


source: Bloomberg

22 Comments
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posted on 06 Dec 2012, 07:35 6

1. ajac09 (Posts: 1367; Member since: 30 Sep 2009)


Saw parts of this on the morning show and I will say:

Good jobs are kind of returning to the US
Tim cook used an excuse on why they don't bring more back. Sorry if the opportunities where here then people would take the jobs. You real reason to stay over seas is the much lower overhead.
I wish the government would sign an executive order called the jobs of America act. Any company that makes a certain amount of its profits in the US be ordered to produce a certain amount of them here. If not they will be taxed. Good way to generate revenue anyway you look at it. So FLAME ON haters.

posted on 06 Dec 2012, 07:44 1

4. Aeires (unregistered)


NAFTA and GATT forever killed that opportunity. Factories will be built in places where labor is cheap, unions don't exist, and environmental factors aren't considered. I don't expect to ever see Apple making products in America again, unless it's North America and south of the Rio Grande.

posted on 06 Dec 2012, 08:07

10. MeoCao (unregistered)


I don't think free trade is bad for developed countries, w/o those trade agreements US would have huge disadvantage to other developed countries in trade and that would negatively impact US economy.

But US still import lots of skilled workers every year and I think that's where situation can be improved fairly quickly.

posted on 06 Dec 2012, 08:24 1

13. tedkord (Posts: 4934; Member since: 17 Jun 2009)


Look at it like this - say the US and Mexico are two tanks. Call the liquid in the tanks the standard of living of each country. Open the valve connecting the two tanks, and they will seek a common level.

That's what treaties like NAFTA do, always. The lower tank will rise, the higher tank will drop. It will never go there other way. The net will always be the poorer nation will benefit at the expense of the richer. Jobs aren't going to flow upstream against the flow. Mexican businesses aren't suddenly going to set up shop in the US, because the labor will be more expensive.

posted on 06 Dec 2012, 08:43

15. MeoCao (unregistered)


I look at it a little differently: US is an engineer and Mexico is a peasant. If the engineer only buy foods from the peasant he's in troubles, he has to sell the peasant something else.

Look at Germany, they do very well. I think the US huge military budget is the culprit. Trust me with that money we can buy lots of phones and tablets LOL

posted on 06 Dec 2012, 09:02

16. Aeires (unregistered)


I believe in fair trade. Fair trade is dead for the most part.

posted on 06 Dec 2012, 09:35

18. MeoCao (unregistered)


There's no such thing as fairness, there's only cold hard reality and balance of power that any1 must deal with.

One of the reality is intellectual property will be violated in poor countries, but there's no point to enforce the IP laws there b-c people are so poor you will not increase revenues enough to pay for the enforcement.

iPhones will be made in China or some other countries and if US try to do that themselves it's like the engineer want to grow crop. I think the engineer should do his job better instead b-c that will bring him more money.

posted on 06 Dec 2012, 07:46 2

5. networkdood (Posts: 6274; Member since: 31 Mar 2010)


Companies have become so greedy now a days that the drive to lower overhead and get profit overlooks even the welfare of the country. Apple would still be profitable if the phones were made here. But, they are just following what most companies do.
Those in government will never do what you propose because they are only interested in the well being of their own political parties, which in reality is really one party with the clout of the banking cartel behind it.
The kinds of jobs available now are moderate IT jobs and plenty of service jobs - the majority of jobs in America cannot support a family with 2 working parents and beyond that is the corporation pushing products through snazzy marketing that get these families to spend more than their means to have the latest 'cool' products.

posted on 06 Dec 2012, 08:00

8. MeoCao (unregistered)


You play by the rules, so I don't blame Apple for doing whatever they can to maximize their profits. They certainly do not deserve praise but not blame either. It's the job of State to make the right laws to protect the interests of all its people.

posted on 06 Dec 2012, 14:14

19. AnTuTu (Posts: 873; Member since: 14 Oct 2012)


I dont like him at all..!!

posted on 06 Dec 2012, 07:39 1

2. jobjobjob (Posts: 3; Member since: 06 Dec 2012)


Tim Cook really change something at apple.
In Jobs era, porn is only for droids
Now, with Cook in charge, iOS user could also enjoy porn
especially if you were in Rusia
porn were offered in silver plate

posted on 06 Dec 2012, 07:46

6. networkdood (Posts: 6274; Member since: 31 Mar 2010)


You can technically always have enjoyed porn on an iphone but not through itunes...lol

posted on 06 Dec 2012, 07:40 1

3. Aeires (unregistered)


Following Steve Jobs, probably the most difficult CEO position right now. Tim is talented and smart but his biggest problem is he can't maintain the RDF. Steve could make people believe in the impossible and obtain it, Tim doesn't have that charisma. Unfortunately for him, he'll probably go down in history as the guy who replaced Jobs, not the brilliant visionary who ushered in a new era of innovative products and ideas. Living under Steve's shadow will be the label he's stuck with.

posted on 06 Dec 2012, 08:17 1

11. MeoCao (unregistered)


Haha, I don't think Cook has to measure his own legacy against Jobs', no1 can.

But if Cook retires leaving Apple still the biggest company in the World he will be fondly remembered next to Jobs.

But boy, that's not easy.

posted on 06 Dec 2012, 09:29 1

17. Mittal (Posts: 429; Member since: 14 Dec 2011)


I dont think he should worry about that. He is a different individual. He just needs to do his job well and he will be counted omongst the good CEOs.
He has huge benchmark in terms of success of the company against which he will be assessed. The better he handles that, the bigger winner he is!!

posted on 06 Dec 2012, 19:54

20. JeffdaBeat (unregistered)


I'd also say that Apple doesn't need the RDF anymore. Before the iPhone, Apple was known by the masses for making the iPod, iTunes (because of the iPod), and some computers. Nowadays they don't have to convince people as much. They'll still do their keynotes and have the media stepping over themselves for new releases, but they don't have to convince by presentation. They have to convince by results.

Cook is doing just fine. He's getting his team in order, paying his employees better, and now bringing jobs back to the US.

One point I actually do like is that Maps wasn't an FU to Google (at least not officially). Google Maps on Android is pretty damn sweet and has been like that for a few years. What year did they release turn by turn directions for free? iPhone users were just waiting to get that update, but it never came. So Apple gave their users what Google wouldn't. And that's not a slight against Google. Somethings you save for YOUR customers.

posted on 06 Dec 2012, 07:57

7. joey_sfb (Posts: 3003; Member since: 29 Mar 2012)


Tim cook the guy that say nice things but do otherwise.

posted on 06 Dec 2012, 08:00 4

9. wendygarett (unregistered)


Totally agree, and iPad will remain the best tablet for the world... Enough hype android fans

posted on 06 Dec 2012, 21:26

21. bayusuputra (Posts: 941; Member since: 12 Feb 2012)


cus the rest are not tablets, the surface and android ones are actually portable computers..

posted on 06 Dec 2012, 08:22 1

12. MeoCao (unregistered)


Jony Ive now is in total control of design at Apple. Ive loves simplicity and hates skeuomorphism, In fact he prefer black and white.

Therefore the big next breakthrough of iOS maybe new icons, all in black and white LOL.

posted on 06 Dec 2012, 08:35

14. sats.mine2k4 (banned) (Posts: 208; Member since: 10 Aug 2012)


"“What I see, for me, is that some of these are confusing, multiple OSs with multiple UIs [user interfaces]. They steer away from simplicity"

This part is interesting, and i agree with this criticism now Samsung stop the touch wiz crap and give us Stock Android...you can add your development as a suite of apps available and work only on Samsung Androids(perhaps!!!)...

To your point Tim.... Stock Android is to me far simpler/Beautiful and functional than any mobile/Tablet OS... Also being simple doesn't mean being stale...

posted on 06 Dec 2012, 22:23

22. MC1123 (Posts: 1242; Member since: 12 Nov 2012)


apple needs a major revamp...

but kinda agree with this " They steer away from simplicity."

but most people still like customization though!

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