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
We didn't make the first mp3, smartphone, or tablet. But you can say we made the first modern mp3, smartphone, and tablet. And I think now we're making the first modern smartwatch.
Interpretation
What this quote means
Tim Cook emphasizes that while Apple may not have invented these technologies, they played a key role in modernizing and popularizing them.
In this quote, Tim Cook reflects on Apple's contribution to the evolution of technology through their innovative approaches. He acknowledges that while Apple did not create the original versions of products like the mp3 player, smartphone, or tablet, the company has significantly enhanced their design and functionality, setting new standards in the industry. By claiming to be in the process of developing the first modern smartwatch, Cook showcases Apple's commitment to continual innovation and leadership in the tech space.
Themes
AppleInnovationTechnologySmartwatchLeadership
In practice
Example use cases
This quote can be shared at a technology conference to highlight the importance of innovation.
More from Tim Cook
All quotes →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.
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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.
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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.
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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.
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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?'
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