The North Star has always been the same, which for us, is about making insanely great products that really change the world in some way - enrich people's lives.
Tim CookRead
That has always been the objective of Apple: to do things that really enrich people's lives. That you look back on and you wonder, 'How did I live without this?'
Interpretation
Apple aims to create innovative products that enhance daily life and become essential over time.
Tim Cook's quote highlights Apple's mission to develop technology that significantly improves the quality of life for its users. He expresses the goal of designing products that not only fulfill needs but also evoke a sense of wonder about how life was lived before these innovations, emphasizing the transformative power of technology.
In practice
Use this quote in a presentation about the impact of technology on modern living.
The North Star has always been the same, which for us, is about making insanely great products that really change the world in some way - enrich people's lives.
There have been people that suggest that we should have a back door. But the reality is if you put a back door in, that back door's for everybody - for good guys and bad guys.
I don't subscribe to the view some people have in the industry that you should purposefully design products that do not last that long. I don't think it is good for anyone.
When technological advancement can go up so exponentially, I do think there's a risk of losing sight of the fact that tech should serve humanity, not the other way around.
Work takes on new meaning when you feel you are pointed in the right direction. Otherwise, it's just a job, and life is too short for that.
I think each person, if you're a CEO, the most important thing is to have - to me, is to pick people around you that aren't like you, that complement you. Because you want to build a puzzle; you don't want to stack Chiclets up and have everyone be the same. And so I believe in diversity with a capital D.
Increasingly, our decisions will be made by the algorithms that surround us. Whenever there is a big dilemma, you just ask Google what to do. And what kind of life is that?
Technology should do the hard work, so you can get on and live your life. We're only at one percent of what's possible, and we're moving slow relative to the opportunity we have.
We have spent so much time worrying about a 'cyber Pearl Harbor,'' the attack that takes out the power grid, that we have focused far too little on the subtle manipulation of data that can mean that no election, medical record, or self-driving car can be truly trusted.
It's connectivity that really makes the industrial Internet work: it's giving the right information at the right time to the right person or right machine to make the right decision.
I'm not good at selling laptops. I'm good at selling ideas.
You can't solve a problem with the management of technology with more technology.
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