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Fortune Magazine has Tim Cook on the cover of the June 11 issue with Editor-at-large Adam Lashinsky’s feature under the headline How Tim Cook is Changing Apple.
Not only does the cover photo look fabulous, the story itself offers previously unknown details behind Steve Jobs’ successor.
One of my favorite highlights: Cook often sits with random employees at lunch.
So, what’s Cook been up to, how about the driving force behind his management style and just how effective he’s been at replacing a legend…
According to an excerpt over at Fortune, Cook is determined to put his own stamp at Apple rather than be content living under the shadow of his predecessor, the late co-founder and CEO Steve Jobs.
Some of his moves “will court controversy with the Apple faithful”, Lashinsky writes, because “he doesn’t apologize for charting a new course”.
Cook asked employees in a speech at a special ceremony in Cupertino dedicated to honoring the life of Steve Jobs that they honor one of Jobs’ dying requests, “that Apple’s management not ask “What would Steve do?” and instead do what’s best for Apple”.
Be that as it may, Apple’s inevitably changing from a Steve Jobs-focused company to a more regular corporation abiding to some of the rules of business world that Jobs just loved to break.
For example, acting under tremendous pressure from the investment community, Cook and the Apple board greenlighted a dividend and share repurchase program.
The deal would have hardly went through under Jobs’s watch as Apple had not been paying a cash dividend since 1995.
Some other signs that Apple is becoming a more normal company.
When Adrian Perica, a former Goldman Sachs banker, joined Apple several years ago, he was the only executive whose sole remit was dealmaking. Steve Jobs basically ran mergers and acquisitions for Apple.
Here’s the cover of the June 11, 2012 issue.
You gotta love the Photoshop job…
In what some might deem a worrying sign, Lashinsky cites a former employee who observes that “Apple is becoming “far more traditional”, meaning more MBAs, more process, and more structure.
Max Paley, a former engineering vice president who worked at Apple for 14 years until late 2011, is also quoted:
It looks like it has become a more conservative execution engine rather than a pushing-the-envelope engineering engine. I’ve been told that any meeting of significance is now always populated by project management and global-supply management.
When I was there, engineering decided what we wanted, and it was the job of product management and supply management to go get it. It shows a shift in priority.
This was to be expected.
Some other highlights:
• during a meeting with large investors at Apple’s Town Hall conference room, one of the investors said Cook “was in complete control and knew exactly who he was and where he wanted to go, he answered every question head-on and didn’t skirt any issue”
During his tenure as Apple’s operations chief, Cook was largely attributed with running the trains on time while reducing Apple’s inventory from weeks and months to days.
“Inventory is fundamentally evil”, he used to say.
And it’s exactly these traits that Apple needs at this critical juncture in its history.
But even though it’s still business as usual at Apple, I think we can all agree the company is in fact changing and becoming more of a ‘normal’ American corporation.
Let’s just hope that Cook knows what he’s doing and that all those new managers and hire-ups and corporate structure won’t kill the creativity process and turn Apple into yet another committee-driven gadget maker.
The big question remains unanswered: how will fans respond to this new, more normal Apple?
You're reading How Tim Cook Is Turning Apple Into “A More Normal Company”
Tim Cook recently sat down with ABC News’ Diane Sawyer to discuss Apple’s commitment to privacy, digital wellbeing, and more. The talk about the iOS Screen Time functionality comes as Apple faces backlash from some third-party developers for removing certain parental control applications from the App Store.
Speaking to ABC News, Cook reiterated that Apple doesn’t want customers overusing their iPhones. Instead, it wants iPhone usage to “enrich” lives and empower people to do things they previously couldn’t do:
“We make money if we can convince you to buy an iPhone… but I don’t want you using the product a lot,” Cook said. “What we want to build are products … to enrich your life. … Do something you couldn’t do without it. … That’s what gets us excited.”
Cook said he was surprised at how much even he picked up his phone – “around 200” times a day. “I would have guessed less than half” of that amount, he said.
Building on that, Cook explained that with the Screen Time feature in iOS 12, Apple is trying to “give the parent the controls” when it comes to managing device usage by kids. The Apple CEO noted there are many different parenting styles out there, and there’s not a universal fix for overusing a device.
Cook also said that he gets emails “from parents all the time” and that there will be more things that Apple does to help parents in this area:
“What we’re trying to do is give the parent the controls,” he said. “There’s no standard for parenting, as we both know. People have different views about what should be allowed and not,” he said. “A fix is defined differently for you and I and everyone. … You know, what might be reasonable for me might be totally unreasonable for my neighbor.”
“I get notes from parents all the time,” he said. “They have great ideas. And I’m sure there will be more things that we will do.”
Also during the interview, Cook touched on Apple’s stance on privacy. He explained that companies who “track you on the internet” know a lot more about you than the classic “Peeping Tom” concern. Cook reiterated that users are not Apple’s “product” and that the company “treasure[s] your data.”
The Apple executive said that while growing up, “one of the worst things, other than… something like hurting somebody or something, was the Peeping Tom. You know, somebody looking in the window. The people who track on the internet know a lot more about you than if somebody’s looking in your window. A lot more,” he said.
Tim Cook’s interview with ABC News comes as Apple faces backlash from certain developers for removing third-party parental control applications from the App Store. Apple claims that the removal of those apps is out of privacy concerns due to their use of MDM systems, but some developers have disputed that stance.
Cook’s full interview aired on ABC last night, and you can watch it here.
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Cook opened the interview by talking about how Apple perceives the people who claim the company is “doomed” or that its best days are behind it. Cook explained that Apple looks to the future rather the long-term, focusing primarily on whether or not customers are happy with products and services:
“It’s absurd. It’s people just not understanding the company.
I strongly believe that if users are happy then things will take care of themselves over the long-term. We don’t really look at the stock, because we’re focused on the long-term.”
Tim Cook also talked up the importance of the iPhone, and just how integral it has become to users. The Apple CEO called the iPhone the “best consumer product ever” and pointed to examples such as Health and Apple Pay as to how people can’t live without iPhone:
“iPhone is best consumer product ever. It’s become so integrated and integral into our lives, your health data is there, you’re paying with it from an Apple Pay point of view, you’re messaging your friends. I don’t know if there’s such a consumer product that’s made such a profound change in people’s lives.”
During yesterday’s earnings call, Tim Cook blamed some of the slowing iPhone sales on the increasing number of reports related to the upcoming iPhone 8. He reiterated that again during today’s interview, explaining that the articles tend to push people to delay their purchase, especially in China where people “have a tendency to buy the latest”
From there, the interview shifted towards Services and what Apple could potentially add to make it an even bigger chunk of business. Cook explained that video has hit an “air pocket” where cord cutting is starting to accelerate and people want different ways to consumer TV. He also noted that consumers want to something that’s “more than just linear TV.
“We see that the video has hit an air pocket. While cord cutting has been happening on some kind of basis, we think it’s accelerating. It’s clear what the end story looks like here and we’d like to play in this. We think the best experience for a customer is to view things how they want.”
Cook also talked about Apple’s original content efforts, essentially saying this is the company’s way of testing the waters and that it will see where these initial efforts end up.
President Trump was also a point of discussion, with Cook saying that in these types of relationships, there are things you’ll agree upon and things you won’t. He stated that there’s no reason to let the things you don’t agree on mean you have zero interface. Cook also reiterated his calls for tax reform and the outrageous process that is bringing money back into the United States.
Finally, in typical Tim Cook fashion, he teased the pipeline that Apple is currently working on. Noting on artificial intelligence, augmented reality, and Apple Watch.
We always are working on an incredible number of things. The watch has been an incredible move into health, especially in the wellness and fitness piece. I’ve lost 30 pounds thanks to Apple chúng tôi is huge, we use it in so much of what we do today. We’re going to be able to use it more in the future thanks to processor and GPU improvements.
As I’ve said before, AR is something we’re really excited about.
View clips of Tim Cook’s interview below and watch the full video here.
EXCLUSIVE: Apple CEO Tim Cook discusses the iPhone, China & more with @JimCramer.
— CNBC (@CNBC) May 3, 2023
Below is Cook’s 2024 interview on the show:
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blog / Cybersecurity What is Cybersecurity Culture and Why is it Important for Companies?
Data is increasingly considered to be the most precious asset for a company. It has the potential to create or destroy a company’s fortune. With such significance placed on data and information, it is natural that external or internal forces may attempt to undermine data security, violate its confidentiality, tamper with it, or even steal it. This, among other reasons, is why companies need to create a cybersecurity culture at all levels of the organization. What cybersecurity culture really translates to is every member of an organization embracing attitudes and beliefs that drive secure behaviors when it comes to safeguarding their companies.Why is Cybersecurity Important?
Cybersecurity in broad terms is the protection of information and data on computers, networks, and other electronic devices. It has increasingly become important to fortify companies against cyber attacks. For one, it has become easier to breach the system. With the technological landscape shifting to cloud services, access points for attackers have increased and despite stringent cloud policies, cloud misconfigurations are said to be the leading reason for cyber security attacks. For the other, the cost of data breaches is extremely high. On average, the United States sees the most expensive data breaches in the world, costing $4.2 million per attack. As a result, it is critical for businesses to establish and invest in cybersecurity frameworks to protect their data and important information.How to Establish a Strong Cybersecurity Culture at Work Focus on the Fundamentals
A secure cyber blueprint’s first and primary defense is as basic as a strong password. Companies should enforce password protocols to make them strong using various characters that are difficult for intruders to figure out. Further, you can use Two-Factor authentication or Single-Sign-On.Educate Employees on Cybersecurity
According to the 2023 Verizon Data Breach Investigations Report, the human component was involved in more than 85% of data breaches. Therefore, employee education through formal cybersecurity training would help them respond better to cyber-attacks and prevent future errors.Share the Responsibility
To establish an excellent cybersecurity program, this responsibility must be shared by all levels of a company. The firm’s cybersecurity aim and vision must be articulated so that everyone can understand and implement it, benefiting the organization.Keep a Feedback Loop
Everyone in the business must feel comfortable reporting any faults made by the IT department. Setting up a conduit where workers can communicate their worries about cybersecurity or ask inquiries will be beneficial.Conduct Drills
Organizations should practice responding to a cyber assault through drills or scenario preparation. Everyone should know the procedures if an actual attack occurs.Who is Responsible for Driving a Cybersecurity Culture?
Cybersecurity is a collaborative effort. From executives to CEOs, everyone is, in a sense, responsible for adhering to the organization’s cybersecurity guidelines. However, the onus of managing or ‘driving’ the cybersecurity culture has to be with a designated executive, who supervises the actions required to maintain security. That may not necessarily be the Chief Information Officer (CIO) or the Chief Information Security Officer (CISO).How to Develop a Cybersecurity Culture at all Three Levels Leadership Level Group Level Individual Level
Individuals must increase their knowledge about cyber attacks to detect possible fraud and phishing emails. And everyone has to know what to do in the event of a threat.
Given the risk involved and the worldwide history of cyber threats, a cybersecurity culture in a firm is vital. To be better prepared, learn more about cybersecurity from Emeritus’ online courses and become a part of a healthy and safe virtual environment.
By Siddhesh Shinde
Write to us at [email protected]
The European Alps are one of the world’s most iconic mountain ranges. The snow-capped peaks are renowned for their winter sports and unique alpine ecosystems, especially in places like Mont Blanc—the highest peak in the Alps, known as the White Mountain. But these places are increasingly impacted by climate change, putting their snow cover and names like the White Mountain, at risk.
New research shows how the creeping loss of snow cover and increase of vegetative land cover, as consequences of climate change, have impacted the European Alps over the past 40 years. The study, from the Spatial Ecology Group at the University of Lausanne in Switzerland and recently published in the journal Science, reports that there’s been enough snow cover loss that the change is visible from space.
But the more significant part of the research focuses on the increase of vegetative cover, or “greening” of this mountain region. Nearly 80 percent of the Alps above the tree line have experienced this rise in plant growth, which has severe implications for the ecosystem and could potentially accelerate certain factors that contribute to climate change.Snow cover is dropping
The study team, led by Sabine Rumpf of the department of Ecology and Evolution at the University of Lausanne, used remote sensing and satellite images to observe land cover changes across the whole European Alps. They found that summer snow cover, which is typically present from June through September, had a stronger decline than snow cover that lasts all year. This significant decrease in snow coverage was present in 10 percent of the area they studied.
The researchers used two methods to measure the change in snow cover. For summer snow cover, they measured how long and how much snow lasted in certain areas over certain months. For year-round snow cover, they identified only whether snow was present—not how much was there. Different factors shape the loss of these different kinds of snow cover, which can point to various climate issues.
“The loss in year-round snow might suggest that a different threshold is being crossed, because it’s going from one land cover type to another,” Adrienne Marshall, a hydrologist at the Colorado School of Mines who specializes in snow, says. Areas that saw a decrease in year-round snow were more likely to have shorter summer snow cover, too. But greening only coincided with changes in snow cover in a fraction of the Alps, the study showed.
Snow matters. Though 10 percent may seem like a low number, the researchers emphasized in their paper that this change is indicative of an important global warming trend. Mountain glaciers and snowmelt provide half of the world’s freshwater. The length of growing seasons for alpine plants are shaped by how long snow cover lasts. Snow cover also serves as a distinct water source for plants that rely on snow melt—less snowmelt throughout the growing season will be increasingly problematic as droughts become more frequent and severe.
Experts predict that the European Alps will lose up to 25 percent of its snow mass over the next 10 to 30 years. At the same time, the “greening” in the Alps has increased significantly. A previous study in 2023 concluded that only 56 percent of the mountain range had seen more plant growth. Rumpf and her team calculated a number that’s closer to 77 percent, which includes a boom in native alpine plants as well as newly colonizing species. The increased plant growth, the paper explains, is largely catalyzed by changing precipitation patterns and growing seasons due to climate change.
“The scale of the change has turned out to be absolutely massive in the Alps,” Rumpf said in a press release.Going green
While there are potential benefits of more plants that can suck carbon dioxide out of the air, researchers say that the negatives outweigh the good.
“From the perspective of global change feedbacks around carbon sequestration, plant productivity feedback in this region might not be that important,” Marshall says of the study. Mountain regions don’t see as much plant growth as other places around the world, like in the tropics, so any additional plant growth that does occur likely won’t have as much of an impact on carbon sequestration as other regions with a richer plant ecosystem.
But other feedback systems could have meaningful impacts: An uptick in plants in the Alps will alter snow patterns, speed up snowmelt, and reduce snow cover. Reduced snow cover combined with greener mountains also means less albedo effect, which occurs when the white frosty layer reflects sunlight back into the atmosphere. This feedback loop speeds up the warming process around the world, causing furthers glacier melt, permafrost thaw, habitat loss, and fading snowcaps
On the bright side, Marshall says studies like these help researchers like her gain a better understanding of how climate change affects snow and related ecosystems.
“It gives us a useful regional look at some concurrent changes between snow and greening that help us get at those potential impacts on vegetation and potential feedback loops,” Marshall says.
“You get different changes at different locations,” Marshall adds, explaining that being able to compare changes in different ecosystems and parts of the world clarifies how she understands her own areas of expertise. “It helps to see that.”
Apple have a proven track record of ardently pursuing their vision, no matter the cost. The latest MacBook Pro serves as another reminder that the company is wholly unimpressionable by outside opinions, keeping up the dream of more simplistic products with every iteration, all the while taking away your beloved USB ports or SD card slots.
The ends might be justifiable, but the means can regardless lead to frustration with the most patient customers and complete alienation of the more short-fused ones. This cycle repeats every other year, when Apple decides to roll out hardware that is often just a little ahead of the curve.
Much has been made of the MacBook Pro’s latest changing of guard in the USB department. For now, the story goes, Apple has simply done their homework and found USB-C to be the technology fit for the immediate future. But the days of all ports are numbered if rumours are to be believed, as Apple generally contends that less is more and wireless the ultimate endgame. It does not take a giant leap to draw that conclusion and granted its validity, focus on the port situation has drowned out another discussion we clearly need to have at this point: Apple plans to get rid of the physical keyboard, and with the launch of Touch Bar on MacBook Pro the process is well under way.
All along we have been thinking Apple is first and foremost concerned with slowly ridding their MacBook lines of ports without risking too much headwind, one generation at a time. We were not wrong, as evidenced by the 12″ MacBook featuring next to no ports and the new MacBook Pro seriously curtailing the Pro in the name (unless dongles).
Interestingly, major keyboard transformations of late, on any MacBook line, have been handled differently by most media outlets: Yes, they are reported on and sized up critically, but no, they are barely contextualized. Why are the gaps between each character key narrowing, why are the wobbly keys being replaced for Apple’s butterfly mechanics which permit less travel?
People paying attention to Apple’s patent filings will have heard of some of their patents for haptic touch surfaces pertaining to MacBook, but things have clearly not been reprised often enough and at times been discounted as outlandish under the banner that ‘not everything Apple patent they really want to release’. Suspending the discussion of the precise technology behind the keyboard (Force Touch will obviously play its part), I believe that with the release of the new MacBook Pro, a touch keyboard is no longer just in the realm of possibility but definitely happening, and fast at that. Apple’s latest arrival gives us more hints than ever about it, so here’s what I consider the three biggest of them:Butterfly keys
Over the last years, Apple has dramatically reshaped the technology behind the MacBook’s keypad. The cost sunk on this by R&D alone are improbable to have been sanctioned solely for reasons of wanting a slightly thinner laptop once again. It quite literally goes deeper than that.
Butterfly technology is trickling down the MacBook lines and it is not a long shot to predict them supplant the remaining legacy keyboards before long. Not only does butterfly hog less vertical space in the machines, but it more crucially also takes a seemingly innocuous step towards the feeling of typing on a clean surface. Customers still get the traditional keyboard and yet butterfly tech is undeniably closing up on the iPad typing experience. To lean on the observable demise of the iPhone’s Home button, logic dictates the next MacBook could feature near flat keys – however still physically cut out – that harness Force Touch to emulate the feeling of key travel.
If this analogy holds water and we bring it to an end, the final step will be the removing of keys plus Force Touch for glass plus Force Touch, just like iPhone 8 will allegedly drop the Home button cutout altogether.The growth of the trackpad
Why is that a sign for keys to slowly bite the dust you ask? Because simply put, the Force Touch trackpad has outsmarted physical keys in every respect. Mechanical keys cannot discern between various levels of pressure, they can’t tell if one or two fingers are placed on the surface. The list goes on, but if we skip forward to the bottom line, the fact of the matter is that we are witnessing a tug of war between the two input methods and the trackpad is winning.
It is by no means a coincidence that it happens to be another instance of a clean, buttonless surface being on the rise. Operating on the assumption that characters are eventually going to get stomped, the trackpad might merge with the keyboard and ceaselessly bleed into it.Touch Bar
Call it the ultimate giveaway, the backbone of this article or the elephant in the room, what’s clear is that this is the most straightforward foray into glass panels replacing traditional parts of our keyboards. Its meaning and scope for future flat keyboards is self-evident.
Based on early reviews, Touch Bar is rated highly and will on any account wear on. The question is no longer if the feature is here to stay, but rather where Touch Bar will expand to next. If I were to put money on it, I would venture that the days of the physical space bar and cursor keys are probably numbered.Why oh why, Apple?
If and when the trend towards a touch keyboard on MacBooks becomes more salient, speculation with respect to Apple’s ulterior motive will be rife. Since it is early days, there is only so much we can surmise right now. With that in mind, reasons for Apple to strive for a keyboard consisting of one single part are not far to seek, which brings us full circle back to Apple pursuing their product vision no matter what.
Think impermeability of the keyboard, think thinness, think about the same technology migrating over to iPad. For all we know, the only noticeable difference between iPad and MacBook could become whether you like one or two slates of glass on your product. Granted all of this is a couple of years away and the ideas not all new – but with the arrival of Touch Bar we now have all but certainty that it is going to happen. Touch Bar is only a precursor of much more fundamental change coming to MacBook, and it looks as though that change is approaching fast.
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