Tim Cook Says Apple Products 'Change the World' and Aren't Priced Just 'For the Rich'

Apple has ranked third on Fortune's annual list of companies that "change the world" based on the social impact of their core businesses, and CEO Tim Cook sat down for a related interview with executive editor Adam Lashinsky.

timcookapplestore
Cook agreed that Apple has changed the world, primarily through its products, which simply enable people to accomplish more.

I think the No. 1 way Apple changes the world is through our products. We make products for people that are tools to enable them to do things that they couldn’t otherwise do—to enable them to create or learn or teach or play. Or do something really wonderful.

He added that Apple has also changed the world through environmentalism, education, and advocacy for human rights, privacy, and philanthropy.

When asked why Apple doesn't run a charitable foundation, Cook said having a "separate thing" with a separate board of directors "wouldn't be Apple."

My view, we do a lot more good with a 120,000 people behind it than we would putting 12 people over in a corner to make decisions. I’m not criticizing people that do that. I think maybe they found a way and maybe it’s great. But it wouldn’t be Apple.

Cook mentioned Apple's free Swift Playgrounds curriculum as an example of how its products enable people to learn and create.

… And the whole concept of Swift is you make a coding language that has the ease of use of our products. And so everybody can learn it. Yet, it's powerful enough to write the most complex apps that you'd ever want to dream up. And then we thought, well, what else can we do, and so we came out with Swift Playgrounds, a curriculum for say K4, K5, sort of in that age range. And that began to take off. And so then we took a step back and we made a bigger program for all of K–12 called “Everyone Can Code."

Those people who learn to code may eventually become developers. Cook reiterated that the App Store economy supports millions of jobs.

Cook later disagreed with Lashinsky's opinion that Apple's business strategy is to "make premium-priced, high-margin, high-end products."

Well it's not high margin. I wouldn't use that word. There's a lot of companies that have much higher margins. We price for the value of our products. And we try to make the very best products. And that means we don't make commodity kind of products. And we don't disparage people that do; it's a fine business model. But it's not the business that we're in.

But if you look across our product lines, you can buy an iPad today for under $300. You can buy an iPhone, depending upon which one you select, for in that same kind of ballpark. And so these are not for the rich. We obviously wouldn't have over a billion products that are in our active installed base if we were making them for the rich because that's a sizable number no matter who's looking at the numbers.

Cook also hinted that Apple has "much more" to accomplish in the health-related area, and hinted at future products or services to come.

There's much more in the health area. There's a lot of stuff that I can't tell you about that we’re working on, some of which it's clear there's a commercial business there. And some of it it's clear there’s not. And some of it it's not clear. I do think it's a big area for Apple's future.

Full Interview: Tim Cook on How Apple Champions the Environment, Education, and Health Care via Fortune

Top Rated Comments

Appleaker Avatar
57 months ago
Next day: announces $1000+ smartphone
Score: 202 Votes (Like | Disagree)
Jakewilk Avatar
57 months ago
Yeah, I mean, that’s why they keep the Mac mini around and up-to-date, right?
Score: 58 Votes (Like | Disagree)
HardRain Avatar
57 months ago
Tim is right, they aren't just for the rich, they are also for the 'heavily in debt'.
Score: 55 Votes (Like | Disagree)
UL2RA Avatar
57 months ago
Why does Apple always make stupid statements like this when their ridiculous prices are questioned? Phil responded with something along the lines of we're paying for the experience, not the product. Whatever that means.
Score: 47 Votes (Like | Disagree)
AndyK Avatar
57 months ago
I think he underestimates how many people buy an iPhone on a monthly plan from their carrier and if they didn't have that option they'd not have one at all.
Score: 46 Votes (Like | Disagree)
Relentless Power Avatar
57 months ago
I agree with Cook. The iPhone experiences changes the way we use our devices and iOS is simplistic, fluid and intuitive. And the iPhone has a lineup that offers something for everybody. Not everybody has to purchase a $1000 iPhone if they don't desire.
Score: 34 Votes (Like | Disagree)

Popular Stories

safari icon blue banner

Safari Bug Allows Websites to Track Your Recent Browsing Activity in Real Time [Updated]

Sunday January 16, 2022 3:37 pm PST by
A bug in WebKit's implementation of a JavaScript API called IndexedDB can reveal your recent browsing history and even your identity, according to a blog post shared on Friday by browser fingerprinting service FingerprintJS. In a nutshell, the bug allows any website that uses IndexedDB to access the names of IndexedDB databases generated by other websites during a user's browsing session....
iPhone 14 Mock pill and hole thumb

ProMotion Now Expected to Remain Exclusive to iPhone 14 Pro Models, Not Expand to Entire Lineup

Sunday January 16, 2022 8:56 am PST by
Continuing the tradition set with the iPhone 13 Pro, only the highest-end iPhone 14 models will feature Apple's ProMotion display technology, according to a respected display analyst. Ross Young, who on multiple occasions has detailed accurate information about Apple's future products, said in a tweet that ProMotion will not be expanded to the entire iPhone 14 lineup and will remain...
iPad Air Feature 2 green

New Apple Products Filed in Regulatory Database, Likely Including New iPhone SE and iPad Air

Tuesday January 18, 2022 6:11 am PST by
Apple today filed unreleased iPhone and iPad models in the Eurasian Economic Commission database, as spotted by French blog Consomac. The filings likely represent the rumored third-generation iPhone SE, fifth-generation iPad Air, and potentially more. The unreleased iPhone models have the identifiers A2595, A2783, and A2784, while the unreleased iPad models have the identifiers A2588, A2589, ...
AirPods 3 New Firmware Feature

Apple Updates AirPods 3 Firmware to Version 4C170

Tuesday January 18, 2022 11:46 am PST by
Apple today released a new 4C170 firmware update for the AirPods 3, an update from the prior 4C165 that was made available in December. Apple does not offer details on what's included in new firmware updates for the AirPods‌, so we don't know what improvements or bug fixes the new firmware brings. There is no standard way to upgrade the ‌AirPods‌‌ software, but firmware is...
iphone 5g mmwave

U.S. Airlines Warn of 'Catastrophic' Crisis With Impending 5G Rollout, AT&T and Verizon Agree to Delay Around Airports

Tuesday January 18, 2022 10:35 am PST by
Verizon and AT&T's upcoming rollout of new C-Band 5G technology could cause chaos and lead to widespread delays of passenger and cargo flights, major U.S. airlines said on Monday in a letter sent to the White House National Economic Council, the FAA, and the FCC (via Reuters). "Unless our major hubs are cleared to fly, the vast majority of the traveling and shipping public will essentially...
iphone se 2020 top

iPhone SE With Larger 5.7-Inch Display May Launch in 2023, 'iPhone SE+ 5G' Also Rumored

Monday January 17, 2022 6:46 am PST by
Apple is planning to release a fourth-generation iPhone SE with a larger 5.7-inch display as early as 2023, according to display industry consultant Ross Young, who has proven to be a reliable source of information for future Apple products. The fourth-generation iPhone SE has until now been rumored to launch in 2024, but Young now says a 2023 release is looking more likely....
tesla carplay solution

Developer Showcases Apple CarPlay Workaround for Teslas

Monday January 17, 2022 7:24 am PST by
A Tesla Model 3 owner has resorted to a workaround to implement Apple CarPlay in his vehicle, amid no sign of official support from Tesla (via Tesla North). Apple CarPlay and Apple Music support are among the most-requested Tesla features, but with no indication that Tesla is willing to implement Apple CarPlay in its vehicles, Polish developer Michał Gapiński took matters into his own...
ipad air 4 video

New iPad Air Rumored to Launch This Spring With A15 Chip, 5G, Center Stage Camera, and More

Saturday January 15, 2022 8:05 pm PST by
Apple is planning to release a fifth-generation iPad Air with similar features as the sixth-generation iPad mini, including an A15 Bionic chip, 12-megapixel Ultra Wide front camera with Center Stage support, 5G for cellular models, and Quad-LED True Tone flash, according to Japanese blog Mac Otakara. Citing reliables sources in China, the report claims that the new iPad Air could be...