Tim Cook, the president of Apple, spoke in an emotional interview about his achievements in the last 5 years in which he led the American company, he being the rightful successor of Steve Jobs, and the decision to place him in charge of Apple turned out to be an extremely good one, at least based on what I've seen so far.
Tim Cook expects the iPhone 7 to be one of the revolutionary products that Apple will launch this year on the market, those from Cupertino also expecting a major increase in sales after its launch on the market, but of course they are not offered details about the changes that should be offered.
Apart from this, Tim Cook admitted that Apple Maps proved to be a real failure and put the Apple company in great difficulty at the time of its appearance, he also admitted that hiring John Browett to lead the Apple Store division was not a wise decision , he being replaced in a very short time.
He spoke in candid terms about the mistakes he's made along the way, such as his first hire to run Apple's retail stores ("that was clearly a screw-up").
In the 5 years that Tim Cook led Apple, the company grew 4 times in terms of annual revenues, the Apple president stating that the offer of iPhone terminals increased, this being a very good decision for him, but the launch of the Apple Watch was also one of the best changes made.
The obvious things are we have more employees in the company. The company is four times larger [by revenue since 2010]. We've broadened the iPhone lineup. That was a really key decision, and I think a good one. We've gone into the Apple Watch business, which has gotten us into wellness and health. We keep pulling that string to see where that takes us. Lots of core technology work has been done.
Regarding the decline in sales of iPhone terminals, Tim Cook says that this is a privilege and not a problem, considering that in the long term sales will increase and that more and more people will own an iPhone, the product being able to enter history from in terms of the number of people who own a terminal in this category.
This is actually a privilege, not a problem. Think about this: What other products do you know where the ratio of people to the product, for a consumer electronics product, will be one-to-one over the long haul? I don't think there is another one.
The interesting part of the interview has Steve Jobs in the center, he asserting that the former co-founder of the Apple company can be replaced by someone, Tim Cook never having the intention to replace the well-known former president, stating that he would have failed if would have tried to do that.
Tim Cook says that when he accepted the position of president of Apple, he believed that Steve Jobs would be with him for a good period of time, but the day his former friend died was the most painful of his life, the moment coming as a surprise because Tim Cook was of the opinion that Steve Jobs would recover, as he had always done.
To me, Steve's not replaceable. By anyone. [Voice softens] He was an original of a species. I never saw that was my role. I think it would have been a treacherous thing if I would have tried to do it. When I first took the job as CEO, I actually thought that Steve would be here for a long time. Because he was going to be chairman, work a bit less after he came back up the health curve. So I went into it with one thought, and then weeks later — six weeks later, whatever — It was very quickly. [The day he died] was sort of the worst day ever. I just — I had really convinced myself. I know this sounds probably bizarre at this point, but I had convinced myself that he would bounce, because he always did.
Regarding virtual reality, Tim Cook reaffirms the fact that the field is an extremely interesting one for the company he leads, the Apple president using this segment to avoid providing information about the much-awaited Apple car for a while.
I think AR [augmented reality] is extremely interesting and sort of a core technology. So, yes, it's something we're doing a lot of things on behind that curtain that we talked about. [Laughs.].
You can read more extremely interesting details in this interview.
