Apple’s secretive nature isn’t a secret in and of itself these days, but that’s not going to stop folks from trying to solve those mysteries anyway.
Fortune recently sat down with Tim Cook, Apple’s current CEO, to talk about a few different topics, including the auto industry, Apple’s intentions for that specific market, and where the iPhone stands even amidst plenty of negative talk from folks that look at Wall Street all day.
First up, the conversation of Apple’s latest quarterly earnings, which saw the company sell over 70 million iPhones, and have another strong period of three months, but still folks weren’t all that optimistic of the results. Cook says that he’s good at “blocking out the noise,” and says that Apple simply tries to stay true to itself and focused, following their North Star towards the goals they have set for themselves:
“I’m good at blocking out the noise. I come back to, Are we doing the right things? Are we remembering our North Star? Are we focused on making the best products that really help people enrich their lives in some way? And we’re doing all those things. People really love our products. Customers are happy. And that’s what drives us. Over time I’m sure that everything else will catch up.”
Cycles exist, even for a company as large and profitable as Apple, and Cook recognizes this, and he makes sure that those within Apple HQ know it, too. They apparently don’t shy away from the fact that the company has had hard times in the past, and that, if hard times come again, they will continue to move forward. As Cook puts it, “this too shall pass.”
“It helps internally to remind people that Apple has been through cycles: “This too shall pass.” And I think, in sort of a bizarre way, cycles can be really great. They have been for Apple because we tend to steadfastly continue to invest in innovation. And what other companies tend to do is retreat. Some of our greatest innovations and products were born in a period of challenge. Also, assets get cheaper, so you can double down on innovation through the downturn.”
One other interesting result from the interview revolves around the auto industry. Rumors have been flying for quite some time that Apple is building its own car, so obviously the interviewer transitioned to talking about those stories, and why Apple doesn’t simply just come forward and announce that’s what they’re working on:
“Yeah, I’m probably not going to do that. The great thing about being here is we’re curious people. We explore technologies, and we explore products. And we’re always thinking about ways that Apple can make great products that people love, that help them in some way. And we don’t go into very many categories, as you know. We edit very much. We talk about a lot of things and do fewer. We debate many things and do a lot fewer.”
The full interview is certainly worth checking out, and you can find it in the source link below.
[via Fortune]Like this post? Share it!