Apple (AAPL) CEO Tim Cook Interview

posted in: Notes | 0

Apple (AAPL) CEO Tim Cook on the purpose of the company

“The DNA of the company is really what I was talking about there. The North Star has always been the same, which for us, is about making insanely great products that really change the world in some way — enrich people’s lives. And so our reason for being hasn’t changed.”

Apple (AAPL) CEO Tim Cook on how many analysts have always been wrong about the company not able to grow anymore because it’s so large

“It doesn’t bother me. Because honestly, they were saying that about Apple in 2001. They were saying it in 2005. They were saying it in 2007 — ‘this stupid iPhone, whoever dreamed up this thing?’ Then they were saying that we peaked in 2010, then it was 2011. We got to $60 billion [in revenue], and they said you can’t grow anymore from this. Well, last year we were $230 billion. And, yes, we’re coming down some this year. Every year isn’t an up, you know. I’ve heard all of it before. And I don’t subscribe to it because it’s traditional thinking in a lot of ways: You can’t get large because you are large.”

Apple (AAPL) CEO Tim Cook on focusing on doing just a few things well

“The wonderful thing about Apple is there are many ideas about doing things. We have resources to do a few, but you can only do a few things deep and well, and so you have to say no and have debates about what things are in versus out. So more than one big thing has left the page.”

Apple (AAPL) CEO Tim Cook on whether he has made any mistakes

“Maps was a mistake. Today we have a product we’re proud of. [But] we had the self-honesty to admit this wasn’t our finest hour and the courage to choose another way of doing it. That’s important. It’s the only way an organization learns. The classic big-company mistake is to not admit their mistake. They double down on them. Their pride or ego is so large that they can’t say we did something wrong. And I think the faster you do that, the better — change gears to something else. If you’re honest, people will give you the benefit of the doubt. But if you have your head stuck in the sand and you just keep doing it, I think you lose your employees and your customers as well.”

 

 

 

Source: Washington Post Interview – August 13, 2016 – http://www.washingtonpost.com/sf/business/wp/2016/08/13/2016/08/13/tim-cook-the-interview-running-apple-is-sort-of-a-lonely-job/