Tim Cook Discusses Apple's Enterprise Efforts at BoxWorks 2015

Apple CEO Tim Cook is participating in a "fireside chat" today with Box CEO Aaron Levie at BoxWorks 2015, following Apple's record-breaking iPhone launch weekend.

levie_cook
Given that this is an enterprise conference, the interview naturally begins with a discussion of Apple's enterprise efforts, although Cook notes that to some degree there is no such thing as an "enterprise phone" any more than there are enterprise cars and that Apple has been quietly numerous phones and tablets to companies.

Cook does, however, highlight some of Apple's enterprise partnerships, including Cisco and Box, emphasizing how transformational mobile is for businesses. Mobility enables significant increases in productivity and gives companies the opportunity to rethink their business processes. But nobody, including Apple, is way out in front on this.

Levie then gives Cook a "layup" question, asking why this sort of transformation can't happen on Android, with Cook responding that users want to use the best hardware with security built in from the start and a unified ecosystem.

Talking about ecosystem growth, Cook talks about how iOS has pulled the Mac along for the benefit of both operating systems, emphasizing the smooth transition between devices enabled by Apple's Continuity features. "We think people want some similarity, but clearly these operating systems are different things. So we have no intention to blend them."

Turning to partnerships, Levie and Cook discuss how Apple is working with former rivals like IBM and Microsoft to deliver better solutions for customers, something that will definitely benefit enterprise. Pointing toward Microsoft's Office demo at Apple's media event earlier this month, Cook notes "Apple and Microsoft can partner on more things than we can compete on. And that's what the customer wants. [...] I'm not a believer in holding grudges."

With Apple's strong financial performance of nearly $200 billion in revenue over the past year, Levie asks why Apple doesn't just "throw down the mic" and declare victory, Cook notes "we haven't started yet," pointing to potential in enterprise, Apple Watch, television, and more.

Building on Apple's new iPhone Upgrade Program, Levie jokes that Apple should create a subscription program where users automatically get a new iPhone, iPad, Mac, Apple Watch, and more every year. Cook gets a laugh out of Levie's proposed pricing of $64/month, but notes how the iPhone Upgrade Program is designed to remove a lot of the friction of the buying process.


The conversation then turns to equality and other issues, with Cook noting it's something Apple and its customers care about and it's something Apple is going to "evangelize" about all over the world. "It's shocking to me that we're in 2015 and we're even having this subject." Cook also points to public education and the environment as areas of emphasis.

Moving on to Dr. Dre and Beats, Cook notes he and Dr. Dre haven't talked enterprise issues, but he takes the opportunity to push Apple Music, noting "there's a lot of joy coming out of Apple Music." Levie asks about the possibility of enterprise radio, and he and Cook begin spitballing ideas for a mix of music, talk, and news.

With that, the interview wraps up Cook and Levie leave the stage, kicking off the remainder of the conference.

Top Rated Comments

(View all)
Avatar
61 months ago
"clearly these operating systems are different things. So we have no intention to blend them"

Praised be Gods.
Score: 17 Votes (Like | Disagree)
Avatar
61 months ago
I'm so pleased Apple have the vision, foresight and appreciation of user experience to not go the gimmicky route of touchscreen laptops. I think they're practically the only company I know of not to do so. Hope it stays that way.
Score: 6 Votes (Like | Disagree)
Avatar
61 months ago

"Apple and Microsoft can partner on more things than we can compete on. And that's what the customer wants."

That's a nice way of thinking. How about partner with Crapdroid and release iMessage there? I really want to ditch WhatsApp but most of my friends are stuck on Android.
Score: 6 Votes (Like | Disagree)
Avatar
61 months ago

LOL Seriously?? Well tell that to BlackBerry who was very successful for many years in the enterprise sector and dominated it with a standard phone. I hope you don't believe the enterprise sector really needs a file system with mobile devices? Get your thinking away from the Surface Pro. That device certainly hasn't done much to penetrate the market.

What is it with people and their file system obsessions?
Score: 5 Votes (Like | Disagree)
Avatar
61 months ago

How about a 17 inch Retina MBP??? Please

I hate the trend of larger phone screens and smaller laptop screens.

I've been wanting a 20" MBP for many years and still cling to my 2011 17" MBP.
Score: 5 Votes (Like | Disagree)
Avatar
61 months ago

there is no such thing as an "enterprise phone" any more than there are enterprise cars and that Apple has been quietly numerous phones and tablets to companies.

Huh?

With Apple's strong financial performance of nearly $200 billion in revenue over the past year, Levie asks why Apple doesn't just "throw down the mic" and declare victory,

Apple can't declare victory yet, at least not where I work. The IT people there are still solidly Windows (stuck in the past with Windows XP) and the majority of them still hold the opinion that Apple makes overpriced crap that's incompatible with anything but their own products. (Their only concession is that Macs "are good for graphics".) Basically, most of the IT decision makers are living in the 1990s and can't see where technology is going, and don't really care. They're more invested in defending their limited knowledge base. I wish that was a situation that Apple could fix. But I think it's just a matter of waiting until those people retire and new more open-minded IT workers take their place. Until then, it will be a struggle for Apple to make inroads at my institution.
Score: 5 Votes (Like | Disagree)

Top Stories

Leaker: Apple to Stick With Lightning Over USB-C for 'iPhone 12' Before Going Port-Less Next Year

Tuesday May 26, 2020 2:31 am PDT by
Apple will use a Lightning port instead of USB-C in the upcoming "iPhone 12," but it will be the last major series of Apple's flagship phones to do so, with models set to combine wireless charging and a port-less Smart Connector system for data transfer and syncing in the iPhone "13 series" next year. The above claim comes from occasional Apple leaker and Twitter user "Fudge" (@choco_bit),...

Apple Releases macOS Catalina 10.15.5 With Battery Health Management Features, Fix for Finder Freezing

Tuesday May 26, 2020 1:59 pm PDT by
Apple today released macOS Catalina 10.15.5, the fifth update to the macOS Catalina operating system that was released in October 2019. macOS Catalina 10.15.5 comes two months after the launch of macOS Catalina 10.15.4, which introduced Screen Time Communication Limits. macOS Catalina 10.15.5 is a free update that can be downloaded from the Mac App Store using the Update feature in the...

16-Inch MacBook Pro, iPad Pro, and iMac Pro With Mini-LED Displays Again Rumored to Launch in 2021

Tuesday May 26, 2020 5:30 am PDT by
Apple plans to release several higher-end devices with Mini-LED displays in 2021, including a new 12.9-inch iPad Pro in the first quarter, a new 16-inch MacBook Pro in the second quarter, and a new 27-inch iMac in the second half of the year, according to Jeff Pu, an analyst at Chinese research firm GF Securities. This timeframe lines up with one shared by analyst Ming-Chi Kuo, who recently...

Leaker Shares Details on 'iPhone 13' Camera

Wednesday May 27, 2020 4:27 pm PDT by
The next-generation iPhone 12 lineup coming in fall 2020 isn't out yet, but Fudge (@choco_bit), a leaker who sometimes shares information on upcoming Apple devices, today offered up details on what Apple has in store for the 2021 iPhone 13's camera setup. A simple design drawing depicts a device with a four camera array, which Fudge claims will have the following features: 64-megapixel...

Jailbreak Tool 'unc0ver' 5.0 Released With iOS 13.5 Compatibility

Sunday May 24, 2020 3:06 pm PDT by
The team behind the "unc0ver" jailbreaking tool for iOS has released version 5.0.0 of its software that claims to have the ability to jailbreak "every signed iOS version on every device" using a zero-day kernel vulnerability by Pwn20wnd, a renowned iOS hacker. The announcement comes just days after it was announced that the tool would soon launch. The unc0ver website highlights how the tool...

Apple Making It Harder to Avoid Nagging macOS Update Notifications

Thursday May 28, 2020 8:13 am PDT by
With the release of macOS Catalina 10.15.5 and related security updates for macOS Mojave and High Sierra earlier this week, Apple is making it more difficult for users to ignore available software updates and remain on their current operating system versions. Included in the release notes for macOS Catalina 10.15.5 is the following:- Major new releases of macOS are no longer hidden when...

HBO Max Now Available on Apple TV and iOS Devices

Wednesday May 27, 2020 2:42 am PDT by
HBO Max launched today, and is now available on Apple TV, iPhone, and iPad. WarnerMedia's new streaming service, which replaces HBO Now, combines HBO content with shows and films from Warner Bros and Turner TV. The service is available as a native app on the ‌Apple TV‌ HD and ‌Apple TV‌ 4K, but second and third-generation ‌Apple TV‌ owners will need to AirPlay HBO Max content...

First App Using Apple and Google's Exposure Notification API Launches in Switzerland

Tuesday May 26, 2020 3:02 pm PDT by
The first app that takes advantage of the Exposure Notification API developed by Apple and Google has launched in Switzerland, according to a report from the BBC. A team of app developers working on contact tracing app called SwissCovid have rolled out the app in a beta capacity for members of the Swiss army, hospital workers, and civil servants. After the app is tested and approved by MPs,...

Anker Launches $100 24K Gold-Plated USB-C to Lightning Cable

Wednesday May 27, 2020 12:47 pm PDT by
Anker, a brand normally known for its well-made, affordable accessories for Apple devices, has debuted a new $100 24K gold-plated USB-C to Lightning cable. According to Anker, the cable, which is in the PowerLine+ III family, features a "Special Edition Gold Design" that's "bold yet elegant" with the aforementioned gold-plated cable heads and matching braided gold and black cable. The...

Apple Reissuing Numerous iOS App Updates, Potentially Related to Recent 'This App is No Longer Shared' Bug

Sunday May 24, 2020 9:13 pm PDT by
Over the past few hours, a number of MacRumors readers have reported seeing dozens or even hundreds of pending app updates showing in the App Store on their iOS devices, including for many apps that were already recently updated by the users. In many cases, the dates listed on these new app updates extend back as far as ten days. Apple has not shared any information as to why updates for...