Tim Cook Talks Responsibility to Customers, Steve Jobs, and More


Apple’s CEO, Tim Cook, has been busy talking about the company and much more lately, with the latest bit happening at the new Oxford Foundry business and technology incubator.

Cook made time to speak with students at the Oxford Foundry today at its launch. He spent more than an hour there, talking about a variety of topics, including the late Apple co-founder, Steve Jobs, as well as Apple’s responsibility to its customers all over the globe. There was a lot of interesting things to learn, especially the fact that Apple doesn’t believe in focus groups for its products, because they will typically suggest too small of changes, rather than the bigger ideas that Apple wants to incorporate.

Cook says, “Your focus group is yourself. You should make products you want to use. You can bet that if you love it, then there are many other people that will love it, too.”

Cook also says that the relationship between Apple and its customers is one of the reasons the company is so successful, and points out that its retail spaces all over the world have managed to make it a more personal experience. Apple wants to stay connected to its customers, and one way to do that is, for Cook himself, by going through customer emails at the start of every day.

Cook was asked about Steve Jobs, which isn’t too surprising. This was his response:

“Working with Steve was a privilege of a lifetime. Steve taught me that the joy was in the journey, and not in the final thing. Steve taught me the importance of focus. You have to be ruthless in what you choose to be great at.”

He added:

“I don’t think anyone is like him. I’ve always felt that Steve was not replaceable. I don’t feel like I replaced him.”

The full interview is certainly worth checking out, especially if you’re a fan of Cook’s outlook on things. You can watch it in the video below.

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