Tim Cook was named CEO of Apple 10 years ago. Here are three things he has changed.

Tim Cook has adopted Apple.

James Martin / CNET

In 2012, less than a year after being named Apple’s CEO, Tim Cook sat down to give an interview to NBC News. It discussed the basics of what you would expect from iPhones and Apple stores, and even made the startling announcement that the tech giant would start assembling some Mac computers in Texas instead of China. Cook also made it clear in an interview that while he understood the responsibility of one of the world’s most closely watched companies, he was not going to try and imitate his famous co-founder Steve Jobs. Was

Cook said, “One of the things he did for me – he lifted a huge burden that was there – is that he told me a couple of times before he died that he would never ask that question. Do what he does. ” “Never ask the question of what Steve will do. Just do what is right.”

Over the past decade, Cook has done more than just work in culture and politics. He emerged as a gay man in 2014, and began making discriminatory speeches across the country. He even tried to walk the tightrope between 2017 and 2021 as a social critic of President Donald Trump’s policies. Protect Apple’s Business from Strict Import Tariffs.

All the while, Cook kept up the slow and steady drum beat of Apple’s growing innovation, leading teams seemingly introduced Small improvements in iPhones year after year. Now, in the age of cookies, Apple is selling some of the most prestigious. Phone cameras in the industry. And it is one of the few device makers that makes computer processing brains that also power its phones and computers. The chips are called A14 and M1 Apple Silicon Chips. Also considered as the best..

All of this has helped turn Apple into one of the world’s most valuable companies. Wall Street puts the company at just under 2.5 2.5 trillion. And Apple’s 57 57 billion profit was 27 274.5 billion last year, down from 108 108.2 billion in 26 26 billion posted a decade ago.

Here are three ways Cook has replaced Apple.

More political

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President Trump and Apple CEO Tim Cook visit a manufacturing facility in Austin, Texas in 2019.

Getty Images

A decade ago, it was unusual to see a high-profile tech industry leader exchange anything but pleasant words with a world leader. But soon. Cook emerged as a gay man in 2014.He started talking about many human rights issues. A year later, he wrote a piece of about 600,600 words about discrimination against gay, lesbian, bisexual and transgender communities in the Washington Post.

“Something very dangerous is happening in states across the country,” he wrote at the time.

Cook also joined 100 other tech executives from Twitter, LinkedIn, Facebook and Yelp who criticized Indiana and Arkansas laws that were written in support of “religious freedom” but critics feared. That they will encourage discrimination against the LGBTQ community.

Under Trump, Cook. Became a regular voice. He criticized Trump’s statements in defense of white supremacists and other extremists at a deadly rally in Charlottesville, Virginia, against the president’s immigration moves. And Cook said Trump’s plans to ban eunuchs from serving in the military were wrong.

“We are indebted to all who serve,” Cook wrote at the time. “Discrimination puts everyone behind.”

But Cook was also clever with Trump, attending summits with the president and even inviting him to the company’s MacPro manufacturing plant in Austin, Texas.

According to a profile in the Wall Street Journal, Trump once said, “He’s a great executive.” “Others go out and hire very expensive consultants. Tim Cook calls Donald Trump directly.”

This has not happened easily. Recently, Apple has faced frustration from employees, with executives handling retirement policies amid the Corona virus epidemic. Apple, however, pushed back its target date to return to the office. As early as January next year., Executives have pushed employees. Come to the office regularly.

Some employees have accused the company’s employee resource team of harassment, sexism, racism and other harassing issues at the company’s approximately 147,000 employees. They have banded together on Twitter under the hashtag #AppleToo, and created a website to draw attention to their concerns.

Other companies. Including Google, Facebook And Uber It has struggled to respond meaningfully to similar criticisms.

More products.

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Apple has expanded its product lineup, in some cases with accessories.

CNET

Apple has long been known for its relatively small product lineup. Under the jobs, Apple introduced consumer laptops and desktops with its MacBook and iMax, and professional laptops and desktops, along with the MacBook Pro and Mac Pro. It also sold many different types of iPods, but only one version of the iPhone each year.

Under Cook, Apple has expanded its product lineup to include two standard iPhone models, the $ 699 iPhone 12 Mini and the $ 799 iPhone 12, according to Patrick Holland of CNET. One of the best phones we’ve ever seen.. There are also two “Pro” models, the $ 999 iPhone 12 Pro and the 99 1099 iPhone 12 Pro Max. And the low-cost $ 399 iPhone SE is what CNET calls the best dollar value for any iPhone. When it came out last year..

Apple also sells at least two different variants of its Apple Watch, including a partnership with Nike and Hermes, three different AirPods headphones and four different iPads. And it was this kick that pushed Apple into the smartwatch market in the first place.

It’s hard to argue Apple’s success with these products, and it looks like the company won’t change much with its rumors. Upcoming iPhone 13 And IPad. And while Apple’s seemingly minimal updates are criticized each year, experts say the differences become more dramatic when comparing devices over time.

“That’s what most people don’t understand: growth is revolutionary for Apple,” said Chris Dewar, who spent four years working with Apple’s research team at Human Resources, in a story published last year. “Once they enter a category with a stylish solution, they can start charting the course and own the space. No need to break the speed record, just do it systematically. ۔ “

More ambitions.

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Cook, Apple TV Plus announced in 2019.

CNET

Probably the most dramatic change was made by Cook, who sold us Apple.

Jobs that appear to sell products that people touch and feel are primarily focused on software so they can do better. He even referred to computer scientist Alan Key when he introduced the first iPhone in 2007. “People who are really serious about software should make their own hardware,” Jobs was quoted as saying. “Allen said that 30 years ago, and that’s how we feel about it.” ۔ “

Under Cook, Apple’s approach has not changed as much as it has. To help highlight Apple products, Cook forced his company to launch a monthly magazine and newspaper collection service offering from 10 a month in 2019. Apple News Plus. $ 5 monthly gaming service. It’s called Apple Arcade., And more recently, $ 10 per month. Apple Fitness Plus. Exercise classes

Cook promised that his company would have an Apple TV Plus video subscription service for $ 5 per month.In contrast to what has been done before.“When it launched in 2019.

Apple did not say how many people pay for Apple TV Plus subscriptions, but it has been increasingly focused on its overall services business, which grew by about 17 percent in the three months ended June 26 this year. Revenue of .5 17.5 billion. That’s more than Apple’s Mac and iPad business. It’s up too. About 33 percent from the same time a year ago. Despite the COVID-19 epidemic, which has affected the lives of billions of people around the world.

“We are focused on supporting the global epidemic response and providing the best products and services for the people,” Cook said in a July conference call with analysts. “Technology is not the biggest source of inspiration for us, but to help people use it in their lives, big and small, to write novels or to read to care for a sick patient or to a doctor. To see their heartbeat on a walk or for Olympic training. “

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