Tim Cook has used a fireside chat with Box CEO Aaron Levie during the BoxWorks conference in San Francisco to give us a small insight into the thinking behind a number of decisions that have been made internally within Apple. As you might imagine, due to the nature of the BoxWorks event, a lot of the conversation was focused on Apple’s commitment to enterprise and the company’s growing partnerships and product range that appeals to that specific sector. Apple’s partnerships with IBM and Cisco, the introduction of the iPad Pro, and most importantly, an enlightening conversation around the potential convergence of iOS and OS X were all on the agenda.
The idea of a converged iOS and OS X has been popping up in technology circles on a more frequent basis recently. With Microsoft recently taking the bold move of making Windows 10 a single installation across a slew of device types, it potentially opens the door for other large companies to follow suit. However, Apple’s Tim Cook used the BoxWorks event to dismiss any speculation surrounding that happening with iOS and OS X, saying that such a move “subtracts from both” platforms. Making a single platform out of iOS and OS X would mean that users “don’t get the best experience from either”, in Cook’s extremely educated opinion.
It seems that Apple won’t be taking a leaf out of Microsoft’s book and following in the footsteps of Windows 10, at least not anytime soon. Speaking of Microsoft, Cook also discussed the rivalry between the two companies, especially in the enterprise sector, stating that he doesn’t believe in “holding grudges”, and that both Apple and Microsoft could potentially “partner on more things” than they currently compete against one another in. Given the recent airtime that Apple granted to Microsoft during its iPhone-centric event in San Francisco earlier this month, it would be extremely interesting to see additional partnerships going forward.
One thing that’s abundantly clear from the discussion, is that Apple and Tim Cook strongly believe that the line between consumer and enterprise offerings is becoming increasingly blurred. No longer is it as simple as offering specific products or services for individual consumers, and a different set of products for enterprise customers. Cook has gone on record as stating that consumers no longer approach their technology as one or the other – meaning consumer related or enterprise specific. There’s a belief within Apple that the things that make devices work great for consumers, also make them work great for enterprise. A simple but clearly very effective ethos.