Home opinion-and-analysis Fuzzy Logic Bloomberg plates up interview with chief Apple ‘chef’ Tim Cook

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As Apple cooks up a profit storm, selling stacks of new gear that wasn’t even available “60 days ago”, Bloomberg’s Businessweek sees what’s simmering and stirs the pot with Apple chief Tim Cook.

If you want to know what’s happening inside a company, especially one that’s famously secretive, you could always try getting an interview with its CEO.

The thing is, if that company is Apple, getting an interview with CEO is no easy thing, for unlike other CEOs that love and live off the limelight, Tim Cook’s a private man who says he “maybe” should have predicted the public focus that once belonged to Steve Jobs after Mr Cook to the role, in what everyone knows was following the sad circumstances of Mr Jobs’ passing.

So, kudos must most certainly go out to the Bloomberg and BusinessWeek team for scoring such an incredible and wide-ranging interview with Apple’s chief cruncher, which can be read in full here.

Among many varied things, the interview explains that Apple is bringing some manufacturing back to the US, noting the iPhone’s “engine” or processor is already made in the US, as is the glass, from Kentucky.

Mr Cook talks about fame, about why Scott Forstall is no longer in his position, about his tens of thousands of employees, about executive meetings held religiously from 9am each Monday for four hours, for debates and ideas and even management by walking around and visiting stores.

He also speaks of his relationship with Foxconn and Samsung, about how customers email him and talk to him like they’re all sitting around the dinner table together - and about how it’s a great privilege to hear from customers in this manner - alongside the experience of reading emails from unhappy customers.

The Apple TV was mentioned by Bloomberg, but of course Mr Cook had nothing to say on that particular topic with any specificity.

There’s talk of Mr Cook having used Galaxy and Surface tablets, and how he wasn’t terribly impressed at the interface inconsistencies.

Mr Cook also spoke of new levels of transparency, job creation and plenty more.

Really, the best thing for you to do, if you’re interested, is to go straight to the original interview to read Mr Cook’s words for yourself - it’s a long article and a fascinating read.


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Alex Zaharov-Reutt

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One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks, including stints as presenter of Ch 10’s Internet Bright Ideas, Ch 7’s Room for Improvement and tech expert on Ch 9’s Today Show, among many other news and current affairs programs.