Tim Cook has already made waves with great product launches ever since he took over as Apple’s CEO, and the future indeed looks bright. Now, hot on the heels of several different product announcements, Cook opens up a bit about features, privacy and more.
John Paczkowski of BuzzFeed News managed to get some time with Tim Cook before he made an impromptu drop-in at an Apple Retail store in Manhattan, something that Cook likes to do when he can. The visit, as usual, is one that the Apple Store retail employees, managers and security don’t know about, and that’s another aspect of the visit that Cook loves. Apple’s SVP Eddy Cue is in another vehicle, on his way to the same store with Cook, which should make for a very enthralling experience.
Of course, there were questions to be asked, and BuzzFeed did just that. Asking about a variety of topics, including the new 3D Touch capabilities of the iPhone 6s and iPhone 6s Plus, something that he believes is a “game changer,” and that his productivity has actually increased quite a bit with the new feature baked into the iPhones:
“I personally think 3D Touch is a game changer,” he says. “I find that my efficiency is way up with 3D touch, because I can go through so many emails so quickly. It really does cut out a number of navigational steps to get where you’re going.”
As far as privacy goes, this is something that Apple is still focused on, even with a new feature that’s headed into the new iPhones: Always available “Hey, Siri” voice commands. The implication of simply awakening a phone with those two words obviously has some people worried, but Cook reassures the publication that, one, the feature is opt-in, and that, as usual, all the information is stored on-device, and inaccessible by Apple:
“First you can decide you don’t want Hey Siri,” Cook responds. “But the real answer to that is that the information is held on the device and so it is not going back to Apple. Apple doesn’t have access to it. So there’s not privacy concerns I think, for most people, when the information is held on their device and they can encrypt it with their passcode.”
As far as the iPad goes, and the iPad Pro specifically, Cook admits that he knows some people will never buy a computer because the tablet does more than enough for what they need. That will certainly continue to be the case when the iPad Pro launches later this year. However, Cook still sees plenty of room for Macs to co-exist, and even prosper:
“I think there are other people — like myself — that will continue to buy a Mac and that it will continue to be a part of the digital solution for us,” he adds. “I see the Mac being a key part of Apple for the long term and I see growth in the Mac for the long term.”
Finally, one of the more interesting responses from Cook actually revolves around the possibility of removing out-of-the-box apps, like the Stocks app, something that currently isn’t available to iOS users. Cook says that one reason why theses apps can’t be removed is they’re connected to another part of iOS, so something could potentially break. However, that’s not the case for all of them, and, based on user feedback, this is an area that Apple is looking into:
“There are some apps that are linked to something else on the iPhone. If they were to be removed they might cause issues elsewhere on the phone. There are other apps that aren’t like that. So over time, I think with the ones that aren’t like that, we’ll figure out a way [for you to remove them]. … It’s not that we want to suck up your real estate; we’re not motivated to do that. We want you to be happy. So I recognize that some people want to do this, and it’s something we’re looking at.”
The full 20 minutes with Cook is available through the link below, and it’s certainly an interesting read.
Do you plan on buying any of Apple’s newest devices?