How to Build Tomorrow: An Interview with Tim Cook

How to Build Tomorrow: An Interview with Tim Cook

Courtesy Apple

six years agoMeet the CEO of Apple popular mechanics Veteran Ryan D’Agostino and the caller because of their appreciation for tampering and for the magazine itself. Now, the two sit down to talk about protecting your right to privacy, the life-changing power of wearable health technology, and how to be responsible and relentless in innovation.

Popular Mechanics: When we first met, you mentioned that you were a fan popular mechanics growing up. What drew you to her?

Tim Cook: He answered the question “How?” Much. And explore the things you were most interested in, from cars to space travel. I was intrigued by the RadioShack 50 in 1 set from Tandy Science Fair. And I think it’s great that it has lasted more than 100 years, and that the magazine can evolve and will continue to be for hobbyists and repairmen – the computer business began in the same way. The people who were originally interested in computers were hobbyists and creators.

evening: A lot of innovation comes from doodling. tinkering. Apple is known as the place where ideas can come from anyone, anywhere. How do you create this culture – and maintain it?

TC: They don’t go any solo route, they can come from anywhere in the company. We believe in putting groups of people together to focus on solving some problem for the user. You choose diverse teams who look at the problem through different lenses.

We discuss the things we do and do Not She does, because we know we can only do some things well. You have to discuss and reject a lot of great ideas so you can spend your time on the truly incredible ones.

Tim Cook Q and Apple Edition 2022

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evening: Can you think of an example of some of the functionality of an Apple product that when I first heard about it, I said, “That’s cool!”

TC: Oh, it happens all the time. I feel this every day – like a kid in a candy store. We were just talking in the lobby about the M2 and the M1 – the history there goes back over a decade. It goes back to the genesis of the M chips, or the A chips, of the iPhone and really go in and find out, how do you put a powerful chip into something this big and not make it heat up and burn?

We found ourselves with a similar problem for laptops: How do we put together something that is the most powerful computer chip in the world? From this the M1 was born, and now we have developed it with the M2. And the Mac is now a completely different product than it used to be.

evening: What do you say when an engineer or someone goes, “I don’t know if we can do that?”

TC: Well, usually the way to get people here to do something is to tell them that you’re not sure it can be done. This is a red flag in front of a bull, because many people here do not consider “impossible” to be true. If we convince ourselves that it is in the interest of the user, then this is a pressing force for us to solve the problem.

evening: the user. This brings us to personal privacy. How do you see this responsibility that comes with connecting the device that connects the app?

TC: We strongly believe that privacy is a basic and fundamental human right. Our philosophy is to make the decision to share information with the user.

To be in the App Store, you need to have a privacy “feed label” that explains what data you collect and what you do with it. You should have a dialog pop up asking the user if they want to be tracked via other apps. This is called application tracking transparency. We wanted to bring back user control over that.

I think privacy is one of the most important issues of this century. It’s that big. I’m not keen on a lot of regulation because I worry about what it does for innovation, but this issue is so big that I think regulation is required. I hope the US will pass the federal privacy law because people should own their data. They must decide who can see the data, keep the data, and sell the data. It should be their decision and not a company.

“Our long-term goal is that we don’t have to take anything from the earth to make a product.”

evening: This amounts to Apple’s role as a global citizen. How do you lead in a world where not every place your company operates has the same values?

TC: It is important to have values ​​because it acts as the northern star. For us, privacy is really important. The encrypted iPhone itself is shipped everywhere in the world, and I can’t unlock it anywhere in the world. It does not vary by geography.

Accessibility is very important to us, and we want our products to be used by everyone. For our blind or deaf customers, for example, we want our products to be able to adapt to the ways they want to use them. So we try very hard to design that from the start.

Education is very important. We think it could be an equalizing force. Steve wanted to put a Mac in every classroom. Later, we revised it so that everyone in the classroom had their own Mac.

Tim Cook Q and Apple Edition 2022

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Making our products environmentally sound is of the utmost importance to us. Both the materials we use are recyclable materials. We want to leave Earth better than we found it, and that means solving some really tough problems. We as a company are carbon neutral today, but by 2030 we want to be carbon neutral in everything including our supply chain, product use in our customers’ homes and offices etc. This is the goal of a man on the moon. Our long-term goal is that we don’t have to take anything from the earth to make a product, and we’re crazy enough to think we can do it.

evening: I am interested in your efforts in American manufacturing.

TC: We do a lot in the United States today. It doesn’t focus as much because it’s the component parts. iPhone glass comes from Kentucky, which is a relationship we have with Corning. And we invested in the capabilities there to help them. The Face ID module on iPad and iPhone comes from Texas. So if you’re just hanging around the iPhone, there’s a lot coming from the US. And we’ve found over many years that this model of US advanced manufacturing picking is a very good model. We even put $5 billion into a fund to help people invest in the United States, and to make components that require advanced manufacturing.

evening: In 2021, Apple announced a self-repair service for the so-called Right to Repair. To whom is it intended?

TC: There is actually something out there for everyone. We took a bigger look and said, “What do people want?” First of all, they want products that don’t break. So we try really hard to make products that last a long time, and that’s kind of a business.

But always, some people have to go somewhere for repair. And you don’t want to have to drive two hours to find a repair center. So we added thousands of independent repair shops.

Plus, for the hobbyist and the repairman, we said, “We’ll sell you approved parts” – the parts we use for repair. You can buy the part itself instead of buying a repair. And if you need a guide that tells you how to do something, you can get the guide. And if some special tools are needed or fixtures are needed, we can provide that for you as well. I don’t know how many people will take us on that. It is clear to your readers.

Tim Cook Q and Apple Edition 2022

Apple Watch can reveal health insights.


evening: How and why did health become a major focus for a personal tech company? How did it start?

TC: We started well. And then the three rings on Apple Watch – we wanted a simple way to encourage people to stand up, move around, and exercise. We added training to that to motivate people – you may receive a notification that you only need to walk another 12 minutes today to close your loops. I get a lot of feedback from people saying how motivating it is. They have closed their rings for 365 days in a row. That’s amazing – I don’t shut down mine for 365 days in a row.

Then we put the heart rate monitor in there, and over time, we got more and more advanced. We started getting feedback almost immediately from people who found it was abnormally high or low and we’d never have to worry about going to the doctor. But the watch is a moment of truth, and they will go check it out.

When we put the A-fib selection in there, that took it to another level of notification. Then we put the electrocardiogram in there. I think when we look back one day and ask, what is Apple’s greatest contribution, it will be to health.

evening: It seems to be in line with the company’s original vision, Personal Empowerment: “We’ll put a computer on your desk.”

TC: yes. It is the democratization of technology. This is absolutely true. Think about how many times you had an EKG in your entire life before the hour. And for most people, it’s somewhere between zero and one or two. Now you can make one every day and send it straight to your doctor.

evening: You are talking about inheritance. How often do you think of Steve Jobs when you look at what Apple does?

TC: I think about it a lot. I miss him so much. He always stopped by my office on the way out. There was no alternative. We were exchanging stories back in the day and talking about the future. And we try to carry on with the mission he set, to build the best products in the world that enrich people’s lives. This has not changed. Lots of things change over time. But the reason for our existence is the same.

evening: Do you think Steve would be happy with Apple today?

TC: I think he’ll find things he likes and things he might say, “We can do better with that.” I think he will do both. As we all do. We are not really satisfied. We always work tomorrow.

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