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.
At one point in time, you had to choose, 'Do you want to do consumer or enterprise?' But the reality today is a bit different: Enterprises are a collection of consumers.
Interpretation
What this quote means
Tim Cook emphasizes the interconnectedness of consumers and enterprises in today's landscape.
In this quote, Tim Cook highlights a significant shift in how we view businesses and their customers. Traditionally, businesses were classified into either consumer or enterprise sectors, suggesting a clear distinction between the two. However, Cook points out that in the modern economy, enterprises are fundamentally comprised of individual consumers, indicating that understanding consumer behavior is essential for enterprises to succeed.
Themes
In practice
Example use cases
In a discussion about the future of business models, this quote can illustrate how intertwined consumer needs and enterprise strategies have become.
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.
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.
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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You can get it in any color, as long as it is black
Every tech story is different. Every moment in history happens only once. All successful companies are successful in their own unique way. It's your task to figure out what that future history will be.