9 things Apple CEO Tim Cook told the Time 100 Summit
Apple CEO Tim Cook speaks with developers at WWDC 2022.
Fresh from WWDC 2022 and his inclusion in the Time 100 for this year, Apple CEO Tim Cook appeared to speak at the Time 100 Summit this week. You can watch what he had to say in full here, but I wanted to record some of what he said for posterity.
On values
“We think in terms of values, and, and so our values are to treat each other with respect, to hold the user up and do everything in service of the user. And they are are to engage in the communities that we’re in. And those values causes us to do a lot of different things. Like we believe that privacy is a fundamental human right. And so we advocate for privacy and and advocate for the user to be in charge. We do things like we want everyone to be able to use our products. And so whether you’re blind, deaf, hard of hearing or have a motor skill we want everyone to to be empowered by our products.
“I deeply believe that you can do well while doing good.”
On Apple in recession
“Climate change doesn’t go on hold because we have a bad economy,” said Cook. “I’d be the first to admit that if you’re a short-term trader do not get into Apple stock…. We invest in the long term…. We believe deeply in the long term prospects of the company. And so we continue to invest and we continue to do good because we know that that that these things pay off over a long period. of time, right?”
On coming out
When Cook came out as the only openly gay CEO, he felt that, “If I can only help one person by telling the world that I’m gay and that I’m proud of it, that I should do it and sort of put my my own desire for privacy to the side.”
“I felt like that I was in a position to do a lot of good and that I should be out …
“I would do it again. I would do it again.”
On innovation at Apple
Pointing to the tidal wave of human benefit unleashed by Apple’s innovations across the last decade, Cook slammed critics who claim the company is no longer innovative.
“I would tell those people to look a little deeper and look at all of the things and all of the ways that we’re advancing technology and infusing humanity into it. So that the world can really become a better place from it. Not doing something just to be new, but doing something that’s truly meaningful.”
On hybrid work
Apple has come in for some criticism for its approach to hybrid work.
It looks as if Apple is prepared to develop in this regard.
“We’re running the mother of all experiments, because we don’t know and we will be the first to admit that we don’t know and so we’re running a pilot,” said Cool. “ We’re trying to find some place that takes the best of both of these worlds and combines them into something better.” The CEO admits that while he prefers in person contact, that doesn’t mean he sees remote collaboration as inferior. “We’re committed to finding something better,’ he said.
On mental health
I fear lots of commentators may miss the importance of this, but when the boss of one of the world’s biggest multinational firms tells you something like this, you really should listen.
Cook is a child of his time. He sees the pandemic, war, climate change, the slaying of George Floyd and all the other dramatic events that have occupied the last few years and understands the impact on mental health.
“I think mental health has become much more important in this last couple of years than it was previous to the pandemic,” he said. He thinks employers will need to take on more responsibility to safeguard mental, as well as physical health across employees.
On privacy
“I fear deeply the loss of privacy,” Cook said, pointing to the corrosive impact surveillance culture has on any society.
“It’s not inevitable, and I’m optimistic that we can get to a good place. And so we’re coming out with all kinds of features to help people own their privacy,” he said.
Those companies that have built their businesses around surveillance will need to change their business models.
On technology
Healthcare, AR, machine learning and the continued intersection of tech and humanity still excite Cook.
“Technology doesn’t want to be good or bad. It’s neutral. And it’s in the hands of the inventor, that it becomes good or bad and the hands of the user, whether it’s used in a good way or a bad way and my perspective is when I talk to young people, I get very enthusiastic about where we’re headed, because I see people that are so purpose driven, that that don’t accept some of the old ways of, of the old darkness out there. And so I believe that the inventor of the future is on solid ground. And so that gets me that gets me very excited.”
On AR
Cook says AR is “huge, profound.” He believes the tech has a chance to enhance conversation and connection rather than trying to replace it. He wouldn’t speak about new products though. Not yet.
