Five years ago, Cook took over the position of CEO of Apple from Steve Jobs. From then on, he was destined to be burdened with the expectations and questions of the people, and applause and buzz.
Five years later, Cook will celebrate the fifth anniversary of his assumption of office on Wednesday (August 24). The current CEO of Apple, who has been compared with Steve Jobs, has been continuously questioned by him for five years. His praise and affirmation have come to an end.
Now let's take a look at Cook’s past and past five years and the future of Apple.
â–Ž he took over: the worst day
In 2011, the Expo opened in Shanghai this year. Bin Laden was shot down by the U.S. military. For fruit powder, 2011 was a sad year. In this year, people lost Apple's banner to Jobs. However, no matter what, we will not be affected more by Cook than he was because he was appointed by Steve Jobs and officially became the next helm of Apple. On August 24, 2011, Cook formally replaced Steve Jobs as Apple. CEO.
Still recalling Jobs, Cook's tone of speech is still very soft. He once said that that day was the "worst day" and that although he was not in a hurry when he took office, he was still at a loss because of lack of preparation. Recalling that period of time, Cook's statement was "like yesterday, but the details are very vague." Cook even had a misconception that Steve Jobs would come back at any time.
At the time of leaving office, Jobs once said that "Apple's most exciting and creative days are still waiting in the future." It may be too early to say whether Cook has completed Jobs's expectation, but he has to admit that perhaps the biggest obstacle for Cook is that people always compare him to Jobs. “He seems to have been on Steve Jobs. Under the shadow."
Take credit for his efforts: iPhone, new features, socialization
For Apple, Cook's biggest contribution is his expansion of the iPhone. He has made the iPhone's screen bigger and will increase sales. In 2011, 44% of the company's sales came from the iPhone, and now, it accounts for nearly two-thirds of the total. From the 4.7-inch iPhone 6 to the 5.5-inch iPhone 6 Plus to the 4-inch iPhone SE; 3 days to 10 million units and the first week to 13 million units... The iPhone 6 Series has created multiple sales records for Apple. One thing that no one can refute is that in 2016, the big screen iPhone 6 helped Apple become the "world's most profitable" company. This also made Cook receive the recognition of consumers and investors.
Moreover, Cook also opened up new features of Apple, such as mobile payment Apple Pay and streaming music Apple Music . At the same time, Cook has given Apple more possibilities by continuously opening up the Chinese and Indian markets and allowing Apple to contact the most populous country in the world.
In addition, Cook also gave Apple more social significance. In 2014, Cook announced the emergence of this company, this behavior makes the company more diverse and inclusive. At the same time, he also vigorously promoted his own concept of environmental protection and promoted the operation of renewable energy projects. Cooke raised the image of Apple in the public's mind: emphasizing environmental protection and focusing on ecology.
Reproaching his fault: lawsuits and misconduct
Cook admits that he was at fault during his tenure - the introduction of streaming music services is known as a tasteless, because of interface defects suffer from bad reviews; Apple's map quality issues have been criticized; due to user errors led to retail errors; Apple even Problems such as patents and privacy have been caught in several lawsuits. The most famous is undoubtedly the public buzzing with the FBI due to privacy issues, but it also makes Apple become a sign of the technology industry to protect user privacy. Because of this argument, people began to pay more attention to how to deal with the relationship between "privacy" and "obligation" in the era of big data.
In addition, Apple's revenue has always depended on the iPhone, which also makes the iPhone's slightest change may have a significant impact on Apple's overall earnings . Although Cook has been expanding beyond other areas, such as wearable devices, it has not made substantial progress. Cooke said in an interview that “Although we now have products that we are proud of, we must admit that it is not the best time for us to choose the conversion method to complete it.â€
â–Ž The Future of Apple: Artificial Intelligence, Automated Cars
Apple has always been committed to new product and field development. In the future, you may see Apple's presence in autos, virtual reality, medical and smart homes. "Artificial intelligence will make products more aware of you and will make smartphones even better assistants than they are. Today, you may not be able to go without a mobile phone, and in the future, you will establish closer ties with smartphones. With the help of artificial intelligence, its performance will also be greatly improved. For a long time, no product can replace the smart phone.†Cook said in an interview. In fact, Cook and his team have begun to think of ways to make the iPhone smarter, such as the Siri voice assistant. Using artificial intelligence technology, you can predict what you need and provide instant help.
Although, Apple's recent growth rate is slowing. Facing the outside world's concerns about the future development of Apple,
Cook said:
"I believe that as long as we can make better products, we will not be eliminated."
In a recent interview, Cooke lamented that being a CEO was a lonely thing. Perhaps he was not satisfied with his performance over the past five years. However, Cook has been branding Apple in his own way.
Via CNET
Title Source: CNET
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