Apple CEO Tim Cook gave a big interview to foreign journalists. Alongside his feelings, he also shared some details about the interaction within the team.
Apple expands “fix it yourself” program
Cook shared that the Apple team is quite often excited about their next ideas or developments. Among the great recent achievements cited the release of Silicon M1 and M2 chips. Tim says they have a lot in common with the A-series chips in the iPhone:
“These advances really answer the question: How do you put a powerful chip in something so small and keep it from getting hot and burning? The Mac is a completely different product than it used to be.”
“Steve Jobs used to say we can do better.”
The Apple CEO complained that the company was in a rather dangerous position. When it comes to Apple products, users do not accept the word “no”. If you tell them that something is impossible to implement, they will not believe it and think that the company employees are not motivated enough. He said this also serves as an incentive and added:
“The usual way to get people to do something at Apple is to tell them it’s not possible. It’s like a red flag for a bull, after all, many people here don’t see the word ‘impossible’ as applicable to their business. We’ll have it and the problem will definitely be solved.”
At the end of the interview, Cook was asked what Jobs would think of Apple’s current state. Tim said it would be difficult for the former CEO, he would definitely like some things, but he would definitely criticize many things and force them to do it again. said.
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