What will tim cook bring to apple

Cook isn't as product focused as his predecessor, but his Apple has managed to launch several new successful products.

In , Apple released Apple Watch, a companion for the iPhone that tracked heart rate, displayed notifications and worked with a variety compatible watch bands from fashion brands like Hermes. While Apple has never released unit sales numbers or even direct revenue from the watch, one estimate from Counterpoint Research says that Apple shipped Apple also released AirPods in Similarly, Apple has never announced financial results from the AirPods, but the company's wireless headphones accounted for just under half of wireless headphone sales in , according to Strategy Analytics.

But under Cook's watch, the iPhone has improved on a rigorous annual release schedule. When Cook took over, the most advanced iPhone was the iPhone 4, with a 5 megapixel camera and a 3. Modern iPhone 12 devices can come with as many as three cameras, 6. A month after Cook took over, Apple had 60, full-time employees. Now it has , full-time employees in countries around the world, according to a filing last fall.

Apple's global operations will create new challenges for the company. Cook personally navigated a relationship with former President Donald Trump as the U. It also faces pressure from China and other governments over the apps it has in its store and how it operates its cloud services.

In the U. In Apple's case, regulators and critics have focused on the App Store, the only way for consumers to install software on an iPhone. It starts with that. And we believe that privacy is one of the most consequential issues of our time.

This year we came out with application tracking transparency. Where, if apps want to track you across apps, they have to get your permission. I get really jazzed about AI. I mean, AI is everywhere. I am really stoked about [augmented reality], and what AR can bring. And the overlay of the virtual world with the real world. But in a way that is not distracting from the physical world and your physical relationships.

But enhancing your relationships, enhancing your collaboration. We just call it augmented reality. But I am super excited about these things. I believe that technology can do so much good in the world. And of course it depends on the creator, and whether they thought through the ways it can be used and misused. But mainly, I am so optimistic about all the things that can happen in our lives that free up time for more leisure activities and other things that we want to do in life.

Contact us at letters time. Tim Cook, chief executive officer of Apple Inc. Patrick T. Fallon—Bloomberg via Getty Images. By John Simons. Cook also made clear during the interview that, while he understood the responsibility he had to lead one of the world's most closely watched companies, he wasn't going to try to emulate its iconic co-founder, Steve Jobs. Over the past decade, Cook has waded into culture and politics far more than Jobs ever seemed to do.

In , he came out as gay and started giving speeches decrying discrimination across the country. He even walked the tightrope as a social critic of Donald Trump's policies as president between and while attempting to protect Apple's business from harsh import tariffs. All the while, Cook kept up Apple's slow and steady drumbeat of incremental innovation, leading teams that introduced seemingly small improvements over iPhones year after year.

Now Apple in the Cook era sells some of the best-respected phone cameras in the industry. And it's one of the few device makers that builds the computer processing brains that power its phones and computers. Those chips, dubbed the A14 and M1 Apple Silicon chips, respectively, are considered among the best as well. All this has helped to turn Apple into one of the most highly valued companies in the world. 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 after Cook came out as gay , he started speaking out on a range of human rights issues. Not a year later, he penned a nearly word piece that ran in The Washington Post addressing discrimination against the gay, lesbian, bisexual and transgendered communities. Cook also joined other tech executives from Twitter, LinkedIn, Facebook and Yelp who criticized laws in Indiana and Arkansas written to support "religious freedom" but that critics fear will encourage discrimination against the LGBTQ community.

During Trump's time in office, Cook became a regular voice speaking out against the president's immigration moves.