{"id":344683,"date":"2017-06-15T20:22:01","date_gmt":"2017-06-15T12:22:01","guid":{"rendered":"https:\/\/www.macrumors.com\/2017\/06\/15\/tim-cook-talks-homepod-ar-politics\/"},"modified":"2017-06-15T20:22:01","modified_gmt":"2017-06-15T12:22:01","slug":"tim-cook-talks-homepod-ar-and-how-america-is-more-important-than-bloody-politics-in-new-interview","status":"publish","type":"post","link":"https:\/\/people.utm.my\/asmawisham\/tim-cook-talks-homepod-ar-and-how-america-is-more-important-than-bloody-politics-in-new-interview\/","title":{"rendered":"Tim Cook Talks HomePod, AR, and How America is ‘More Important Than Bloody Politics’ in New Interview"},"content":{"rendered":"

Bloomberg Businessweek<\/em> sat down with Apple CEO Tim Cook last week to discuss a collection of topics related to Apple and the tech industry, including augmented reality, the legacy that Steve Jobs left behind, the HomePod, and the opinions he has following his work with U.S. President Donald Trump. Bloomberg Businessweek<\/em>‘s full interview with Tim Cook will appear in the Sunday, June 19 edition of the magazine, but for now the site has shared a few interesting snippets<\/a> from the talk.<\/p>\n

One of the major talking points of the interview centered around the HomePod<\/a>, Apple’s new Siri-based speaker for the home that the company says will have a focus on high quality audio playback. When asked whether or not he thinks people will actually pay $349 for a HomePod, Cook pointed out the same question that gets brought up heading into the launch of every new Apple product.<\/p>\n

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Image via Bloomberg Businessweek<\/a><\/em><\/center><\/p>\n
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If you remember when the iPod was introduced, a lot of people said, \u201cWhy would anybody pay $399 for an MP3 player?\u201d And when iPhone was announced, it was, \u201cIs anybody gonna pay\u201d\u2014whatever it was at that time\u2014\u201cfor an iPhone?\u201d The iPad went through the same thing. We have a pretty good track record of giving people something that they may not have known that they wanted.<\/p>\n

When I was growing up, audio was No.\u20091 on the list of things that you had to have. You were jammin\u2019 out on your stereo. Audio is still really important in all age groups, not just for kids. We\u2019re hitting on something people will be delighted with. It\u2019s gonna blow them away. It\u2019s gonna rock the house.<\/p>\n<\/blockquote>\n

The main iOS topic covered in the new interview was augmented reality and its upcoming addition in iOS 11 thanks to ARKit<\/a>. Cook said that he’s so excited about the possibilities for the future of AR that he just wants to “yell out and scream,” while admitting that there are limitations to the technology in its current state. But he thinks that those limitations are the building blocks of an “incredible runway” with a bright future, and said that, “When people begin to see what\u2019s possible, it\u2019s going to get them very excited\u2014like we are, like we\u2019ve been.”<\/p>\n

Bloomberg Businessweek<\/em> asked how much time Cook spends thinking about his own legacy — in the context of Steve Jobs — to which Cook plainly stated, “None.” Cook hopes that people simply remember him “as a good and decent man,” and wants Jobs’ DNA to remain the heart of the company for any future CEO over the next 100 years. Cook explained that while Apple as a whole will adjust and change with the times, this “Constitution” created through Jobs’ beliefs and actions should be set in stone.<\/p>\n

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His ethos should drive that\u2014the attention to detail, the care, the \u00adsimplicity, the focus on the user and the user experience, the focus on building the best, the focus that good isn\u2019t good enough, that it has to be great, or in his words, \u201cinsanely great,\u201d that we should own the proprietary technology that we work with because that\u2019s the only way you can control your future and control your quality and user experience.<\/p>\n

And you should have the courage to walk away and be honest with yourself when you do something wrong, that you shouldn\u2019t be so married to your position and your pride that you can\u2019t say, \u201cI\u2019m changing directions.\u201d These kind of things, these guardrails, should be the basis for Apple a century from now.<\/p>\n

It\u2019s like the Constitution, which is the guide for the United States. It should not change. We should revere it. In essence, these principles that Steve learned over many years are the basis for Apple. It doesn\u2019t mean the company hasn\u2019t changed. The company\u2019s going to change. It\u2019s going to go into different product areas. It\u2019s going to learn and adjust. Many things have changed in the company, even in the last six to seven years. But our \u201cConstitution\u201d shouldn\u2019t change. It should remain the same.<\/p>\n<\/blockquote>\n

Cook was also directly asked about his experience working with President Donald Trump, including a tech summit<\/a> late last year that saw a group of CEOs attending a meeting in Trump Tower to discuss trade, immigration, vocational education, and more. Ultimately, Cook admitted that he and Trump have “dramatically different” beliefs in most areas, and he argued that above all else, “America’s more important than bloody politics.”<\/p>\n

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I feel a great responsibility as an American, as a CEO, to try to influence things in areas where we have a level of expertise. I\u2019ve pushed hard on immigration. We clearly have a very different view on things in that area. I\u2019ve pushed on climate. We have a different view there. There are clearly areas where we\u2019re not nearly on the same page.<\/p>\n

We\u2019re dramatically different. I hope there\u2019s some areas where we\u2019re not. His focus on jobs is good. So we\u2019ll see. Pulling out of the Paris climate accord was very disappointing. I felt a responsibility to do every single thing I could for it not to happen. I think it\u2019s the wrong decision. If I see another opening on the Paris thing, I\u2019m going to bring it up again.<\/p>\n

At the end of the day, I\u2019m not a person who\u2019s going to walk away and say, \u201cIf you don\u2019t do what I want, I leave.\u201d I\u2019m not on a council, so I don\u2019t have those kind of decisions. But I care deeply about America. I want America to do well. America\u2019s more important than bloody politics from my point of view.<\/p>\n<\/blockquote>\n

Rounding out the questions for the interview snippets posted today, Bloomberg Businessweek<\/em> asked Cook to respond to critics who say Apple isn’t innovating anymore. Cook answered with the long-time Apple argument that it’s not about being first to a product category, it’s about being the best in the category, while focusing on what particularly will elevate its users’ lives: “It\u2019s actually not about competing, from our point of view. It\u2019s about thinking through for the Apple user what thing will improve their lives.”<\/p>\n

The rest of the interview<\/a> includes Cook’s comments on the enterprise market, Apple’s $1 billion advanced manufacturing fund<\/a>, and his opinions on a tax plan for repatriating the international earnings of U.S. companies. More topics are expected to be covered in the full interview on June 19.<\/p>\n

Note: Due to the political nature of the discussion regarding this topic, the discussion thread is located in our Politics, Religion, Social Issues<\/a> forum. All forum members and site visitors are welcome to read and follow the thread, but posting is limited to forum members with at least 100 posts.<\/small><\/p>\n","protected":false},"excerpt":{"rendered":"

Bloomberg Businessweek sat down with Apple CEO Tim Cook last week to discuss a collection of topics related to Apple and the tech industry, including augmented reality, the legacy that Steve Jobs left behind, the HomePod, and the opinions he has following his work with U.S. President Donald Trump. Bloomberg Businessweek‘s full interview with Tim […]<\/p>\n","protected":false},"author":5817,"featured_media":344684,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[25],"tags":[68,69,59,26],"class_list":["post-344683","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-apple","tag-macrumors","tag-media","tag-technology"],"_links":{"self":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/posts\/344683","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/users\/5817"}],"replies":[{"embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/comments?post=344683"}],"version-history":[{"count":0,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/posts\/344683\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/media\/344684"}],"wp:attachment":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/media?parent=344683"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/categories?post=344683"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/tags?post=344683"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}