If
there is one company in the tech world right now that is taking some really big
strides (for itself) it would have to be Apple. While many have claimed that
Apple is doomed and that the sudden change or move to giant tablet and
smartphones may be a sign of struggle, things did not seem to be that way when
Fast Company interviewed CEO Tim Cook and SVPs Eddy Cue and Craig Federighi.
The
long commentary aside, the interview does shed plenty of light on the Cupertino
giant’s recent moves. For example, Apple’s move to open up a public beta
program stemmed from the whole Maps debacle, one that can easily termed as the
worst service offered on a device out of the box (don’t even get started with
India).
Eddy
Cue confessed that building a Maps app had been tougher than anyone in Apple
had expected. It was Apple’s failure in not being able to accomplish the same,
that led Apple to launch the public beta so that more bugs would be identified
prior to a public release.
The
article also shed light on how Jobs would have never wanted a beta version of
the company’s software in the hands of the consumer.
Additionally
Cue also commented on those who criticize Apple for the company’s lack of
innovation ever since Steve Jobs passed away, “The world thinks we delivered [a
breakthrough] every year while Steve was here,” says Cue. “Those products were
developed over a long period of time.”
This
is a fact, as many patent filings will tell you that most Apple ideas were
though about and patented a really long time ago. For example, the patent
filing for a wrap around display was filed back in 2011, which was around the
time the 3GS was up for sale.
During
his interview, Tim Cook seemed least bothered about what critics had to say. As
for the ‘Apple is doomed’ stories that are floating around the internet, Cook
simply commented, “The way that I look at that is, I really know the truth.”
He
reiterated his stance on what the company believes about itself:
“We
have never said that we’re perfect. We’ve said that we seek that. But we
sometimes fall short.
The
most important thing is, Do you have the courage to admit that you’re wrong?
And do you change? The most important thing to me as a CEO is that we keep the
courage.”
As
for the reason why Apple is putting its hands and legs into other areas like
health, home and even a car, well, there’s an answer for that as well.
“Our
strategy is to help you in every part of your life that we can, whether you’re
sitting in the living room, on your desktop, on your phone, or in your car.”
Indeed,
as many of you may have already noticed, the interview does come at a time,
almost a month before the release of the company’s next iPhone. So this could
be something that Apple may have wanted its audience and fans to believe in
before the launch. Still then, it does paint a picture of a company that stands
tall despite tonnes of criticism and despite being the only one to make a hefty
$50.6 billion in sales, which is also termed as ‘disappointing’ quarter.
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