Oliver Haslam·

Apple CEO Tim Cook Says “We’re Not In It For The Money” In New Interview

You may remember that we told you yesterday that Fast Company had named Apple as its most innovative company of the year, and as a follow up to that, it has now published an interview with the company’s CEO, Tim Cook.

During the interview, Cook hits many of the same points that he has in the past and there is never any doubt that he is not very well rehearsed, hitting predefined points along the way, but that does not mean that there are no interesting tidbits worth reading.

In a move that is similar to a sentiment often shared by Apple co-founder Steve Jobs, Tim Cook said that Apple is not motivated merely by making money, instead focusing on making products that will impact on people’s lives. If Apple manages that, then money, and subsequently, profit, will follow. Cook, whether you believe him or not, says that sky-high stock prices are a result of Apple’s work, not something it sets out for.

Stock price is a result, not an achievement by itself. For me, it’s about products and people. Did we make the best product, and did we enrich people’s lives? If you’re doing both of those things–and obviously those things are incredibly connected because one leads to the other—then you have a good year.

With regard to Apple’s most recent release, the smart speaker it calls HomePod, Tim Cook reiterates his previous claims that music is an important part of Apple’s DNA, something that led to the creation of HomePod thanks to a desire to allow music to be enjoyed in a way that makes it possible to hear “the full sound.”

Think about the production that goes into a recording of a song. Great artists spend enormous time thinking about every detail. If you get this little squeaky speaker, all of that is gone! All of the art and craft of music is gone. [HomePod] is the realization that that is important. Part of the enjoyment in music is hearing the full sound.

The interview also touches on other recent developments, such as Face ID, as well as confirming that Apple starts working on products three or four years ahead of their release while also implying that some product lead times are even longer than that.

The full interview is well worth a read, and while some old tropes are trotted out, there is plenty to enjoy here.

(Source: Fast Company)

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