Tim Cook to Apple employees: "new chapter in Apple's history"

Tim Cook to Apple employees:
Today is a big day for Apple: the company unveiled two new iPhones, the iPhone 6 and iPhone 6 Plus, and in addition to that it took the wraps off a brand new category of devices, the Apple Watch wearable.

In this new era for Apple, the company has already seen increased pressure from competitors that have been trying to predict its moves and deliver similar products earlier, but Apple is as confident as ever in its own advantages. And for a good reason - Apple is the world's highest valued company in terms of market cap, and it's raking in billions in net profit every quarter.

To infect Apple employees with his enthusiasm about the future, chief executive Tim Cook has sent out a memo to the whole team over at Apple, and here's what it reads:

via 9to5Mac



1. techperson211

Posts: 1280; Member since: Feb 27, 2014

Really new chapter? Why ? Steve jobs is way better than this by a thousand miles. Woz should take over .

3. Finalflash

Posts: 4063; Member since: Jul 23, 2013

They need someone who actually cares about the products they make, not just the money they will make off of it. Cook even introduced the mobile payments with how much money was in the system to be made. That just shows that all Apple now cares about is cutting costs to make money instead of providing value and bringing in new customers.

6. Mxyzptlk unregistered

You realize how ridiculous you sound? This is providing value.

11. Finalflash

Posts: 4063; Member since: Jul 23, 2013

Yea, I guess I do sound ridiculous. That 1 GB of RAM and 8MP camera is providing SOOO much value compared to the last time. Also, that almost 20% larger battery as well as non-1080p screen is definitely worth the price of a flagship. I will put my estimates of the cost of making an iPhone 6 at about .... $200 .... as always. Another $50 into the cost would have gotten at least 3 GB of RAM, probably 12MP camera, even a larger battery, but NO, no, the investors and money men wouldn't like that at all (although the stock indicates they might).

33. domfonusr

Posts: 1094; Member since: Jan 17, 2014

For goodness' sake, let the Apple folks have their week of 'glory' in peace. With all the Apple-hate being spewed all over the comments of the Apple announcement stories, you would think that the Android fans are more concerned with the iPhone than they are with their own Android products. In 2009, I was siding against the Apple trolls and siding with the Android fans, but now the Android trolls have become more numerous and annoying than the Apple trolls ever were. If you hate the iPhone so much, why would you bother posting nasty-grams on the articles about the iPhone? If you have nothing good or constructive to say, then just leave it to the Apple folks to talk about their Apple products. C'mon people! Coexist! Quit making this place ugly.

37. Cicero

Posts: 1149; Member since: Jan 22, 2014

We don't want Android and the OEMS get lazy. So we want Apple to stay ahead. But Apple don't play nice.

39. domfonusr

Posts: 1094; Member since: Jan 17, 2014

Just because Apple doesn't play nice doesn't mean that we need to verbally castigate Apple fans.

12. darkkjedii

Posts: 31614; Member since: Feb 05, 2011

Mxy, I'm ready, are you? Which one you getting?

10. proto

Posts: 59; Member since: Sep 12, 2012

well i don't agree. When you look at last years of apple you'll see, that they still care about their products. No they are no longer company with revolutionary new products ,that change something, but trying to do their best about releasing product, when they know it is done and do not rush half cooked product like others do. Apple is big name and they have to keep it. Apple maps was their big misstep and i think it will not happen again. I am preetty intrested in Apple watch because they look great, but even android wear looks great on stage and well...there are many things to fix.

14. Finalflash

Posts: 4063; Member since: Jul 23, 2013

The release of iOS 7 came with the biggest set of bugs and problems ever faced by any major mobile OS release (especially the security issues). That whole update was just a skin change largely so I don't give Apple the same pass that you do. Apple maps was a year before that and was a disaster in its own right. Apple has a track record just as good/bad as any other manufacturer including Samsung, Sony, LG, HTC or Moto. The belief that Apple has higher quality is just a joke now and only the hardcore Apple fans actually throw that BS around now. Ironically, the watch was the most disappointing thing announced today, it is literally the worst looking watch with what is the ugliest interface every known. At least the Android crowd has now realized that a smartwatch needs to be a watch first and then a computer. Apple apparently missed that memo.

38. Cicero

Posts: 1149; Member since: Jan 22, 2014

And that crown interface related. Can't imagine peoples playing all the time with that tiny piece.

31. bob_monkeywarts unregistered

So... they spend 2 years on a phone that's exactly the same but they can still get tons of money because it took them 2 years to do... nothing?

35. 0xFFFF

Posts: 3806; Member since: Apr 16, 2014

"So... they spend 2 years on a phone that's exactly the same but they can still get tons of money because it took them 2 years to do... nothing?" Pretty much one year later this video is still the best ever take on Apple and the iPhone. http://www.youtube.com/watch?v=1sIWez9HAbA

25. Teejay1100

Posts: 115; Member since: Aug 16, 2012

Cook was and always will be a #'s guy and "Yes" man. Investors run that company now. Cook is just the public representative we see speaking as their voice. More profit margins and bonuses is really the goal here.

16. Astoni

Posts: 649; Member since: Sep 28, 2013

Sorry can't agree with you there, Steve jobs was a smart man but a true a**hole to employees. I like tim cook alot more.

17. AnTuTu

Posts: 1621; Member since: Oct 14, 2012

A new chapter has been written in Apple's history "How to suck at technology, bring iCrap to the market and make money" Kudos to Tim Cook who is making this reality wow :)

2. Python212

Posts: 363; Member since: Aug 13, 2014

It’s an incredible day for Apple so the stock went down LOL

8. The-Sailor-Man

Posts: 1095; Member since: Mar 25, 2014

SELL !!!!!!!

4. PapaSmurf

Posts: 10457; Member since: May 14, 2012

"A day like today reminds us what sets Apple apart from any other company on earth. We bring together the best hardware, software and services to create a seamless and intuitive user experience." -Tim Cook This would have held true two years ago. Unfortunately, Google has surpassed Apple with their Nexus Line.

26. Teejay1100

Posts: 115; Member since: Aug 16, 2012

Everytime this guy speaks I cringe!! It's so scripted it's pathetic..

5. Planterz

Posts: 2120; Member since: Apr 30, 2012

A new chapter, written 2-3 years after Android manufacturers wrote the story that Apple is now plagiarizing.

7. Neo_Huang

Posts: 1067; Member since: Dec 06, 2013

A new chapter, of decline. The Woz really should take over.

9. xondk

Posts: 1904; Member since: Mar 25, 2014

This is more then a little sad. There's him using those words innovation again, I'm fully expecting lawsuits from apple against other smart watch creators within a few years. I get you need to motivate your people, but I think everyone knows this is about catching up, since apple's reputation is slipping like a glacier, and he's trying to prevent the avalanche. I dislike apple, but I still wish them to do well, since they are the main competitor that android has and if it becomes an android only place then its going to hinder ideas and new stuff, competition is a good thing when done right. But at least with apple finally in the NFC arena, it means that NFC has a much much higher chance of taking off as payment, before stores couldn't really see a reason since the apple side of smart phone users could not use NFC systems, now they can, let NFC take off, tired of wearing out cards that stop working even though you protect them the best you can.

13. darkkjedii

Posts: 31614; Member since: Feb 05, 2011

9-19, hurry up man.

15. GreekGeek

Posts: 1276; Member since: Mar 22, 2014

A New chapter of sucking badly

20. AnTuTu

Posts: 1621; Member since: Oct 14, 2012

Lolz you cracked me upp :p

18. gigaraga

Posts: 1454; Member since: Mar 29, 2013

I like how Cook is like all happy that his new FLOP looks good has all these new 'iNnovations'. It's like a little kid that has just figured out something when everyone got 2 years ago.

19. Shon8476

Posts: 6; Member since: Sep 09, 2014

Learn something from what happened to Blackberry when you are late to market. The countdown for Apple has started. Ever since Steve Jobs, all Apple has done is shrunk and pulled the 3G device. Innovation !!! really...

21. AnTuTu

Posts: 1621; Member since: Oct 14, 2012

True. It really doesn't matter how much cash you hold, if you products are not up to the mark in tech industry the company will die soon. This was Apple's riskiest release and results are not looking flash either.

22. ciprian.ruse

Posts: 320; Member since: May 13, 2014

Tim Cook should resign because I love competition and now there is no competition in terms of specs with 2014 android flagships.

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