Apple CEO Tim Cook Talks to Students at Oxford University

Apple CEO Tim Cook today headed over to Oxford University for the opening of The Oxford Foundry, a new "innovation space" that's open to all University of Oxford students.

Cook was on hand to cut the ribbon at the new location, and afterwards, he sat down for a Q&A session with Oxford students alongside Oxford professors and administrators.


Because he was speaking to a group of students, Cook talked about his early life experiences, how he began to hunt for a job after leaving college, and his decision to join Apple. Early on, he said, his goal was to find a job that he loved. "I wanted to love the work I did," he said. "I no longer have that goal."

I realized the purpose of life wasn't to love your job, it was to serve humanity in a broad way. And the outcome of doing that would mean you love your job. I realized I wasn't in a place to do that, so sometime thereafter, I switched companies. [...]

It was only after joining Apple where my values and my work aligned, and that has made all the difference for me.

Cook says it wasn't an easy decision to join Apple. Everyone he talked to, his list of pluses and minuses, and his spreadsheets told him to stay where he was, but his intuition said something different, and he ended up going with intuitition. "That was one of the most important decisions of my life," he said. "Maybe the most important."

On designing products, Cook told students to "make products that you want to use" and the rest will follow.

You can bet if you love it, there are many other people out there that are going to love it too. That fundamental saying drives Apple.

Cook went on to explain that it's important to "stick close" to customers, listening to them and making yourself accessible to them. Cook said that's one of the reasons why Apple has retail stores, and it's also the reason why he gets up at "ungodly hours." "I like to spend my first hour going through customer emails," he said. "Because I want to know what they're saying. I want to know what they're feeling."

Cook said he takes inspiration from the artists, doctors, musicians, and others who use Apple products to change the world in some way. On failures, he says students just need to have faith that it will pass.

There will be times that you fail on a spectacular basis. I certainly have. You have to have the faith that it will pass. Look in the mirror and watch the person breathe. It didn't kill you. You're not dead. It's not the biggest thing in the world. It will pass. And I do that many times a day sometimes. Do that for a while and you won't have to remind yourself anymore. You'll be able to take these failures... and in fact, you'll view them not as failures but as things learned, and it won't be so detrimental.

Cook's interview, which can be watched above, also covered some of his thoughts on Steve Jobs, what he learned from working with Jobs, his view of augmented reality and the future, and his thoughts on who his heroes are.

Top Rated Comments

Naraxus Avatar
49 months ago
Did he tell the students how best to nickle & dime customers & neglect product lines for years then release years-old tech as "new"?
Score: 14 Votes (Like | Disagree)
MellowFuzz Avatar
49 months ago
I work two minutes walk away and had no idea this was going on today. Shame... I could have thrown a Mac Mini at him and screamed "Fire yourself!"
Score: 10 Votes (Like | Disagree)
otternonsense Avatar
49 months ago
Another chance for Cook to pontificate with abandon. Steve, I’d pay an arm and a leg to hear him talk. But Cook? I don’t think this washed out corporate run of the mill ceo has anything to add other than platitudes. He can do the tech world a favor and go back to his spreadsheets.
Score: 9 Votes (Like | Disagree)
wizard Avatar
49 months ago
If Cook were to listen to his own words he would be doing far more for he Mac line up. The machines are pathetically outdated and worse don't even meet customer needs anymore.
Score: 6 Votes (Like | Disagree)
kaishockz Avatar
49 months ago
Tim got an white iPhone X
Score: 5 Votes (Like | Disagree)
venusboy Avatar
49 months ago
Good for Cook, shame it’s a British uni, these days with leftist liberalist PC idiots, tutors and students. Shrivelled examples of the great establishments they used to be.

I hope the tech centre does some good for students though.
Universities and students have always been left-wing.... pretty much since the dawn of time.
Score: 5 Votes (Like | Disagree)

Top Stories

General Apps Messages

All Three Major U.S. Carriers and Google Adopt Rich Communication Services, But No Sign of Apple Interest

Tuesday July 20, 2021 1:15 pm PDT by
For the last several years, Google has been pushing a new communications protocol called Rich Communication Services, or RCS. RCS is designed to replace SMS, the current text message standard, and it offers support for higher resolution photos and videos, audio messages, bigger file sizes, better encryption, improved group chat, and more. Verizon today announced that it is planning to adopt...
AirPods Pro Beta Firmware

AirPods Pro Beta Firmware Now Available

Wednesday July 21, 2021 6:50 am PDT by
Upcoming AirPods Pro firmware updates are now available to Apple Developer Program members as beta versions. AirPods Pro firmware beta one features FaceTime Spatial Audio and Ambient Noise Reduction. Custom Transparency mode, including Conversation Boost, was initially expected to be included in the beta but appears to have been delayed for a later version. Apple made the announcement...
maxresdefault

Apple Music to Livestream Premiere of Kanye West's New Album 'Donda' on Thursday

Wednesday July 21, 2021 1:49 am PDT by
Apple Music on Thursday will host a global livestream for the premiere of Kanye West's tenth studio album, titled "Donda." The sold-out event will take place at the Mercedes-Benz Stadium in Atlanta, Georgia, and Apple Music's livestream will start at 8:00 p.m. Eastern Time. The livestream was revealed in a Beats Studio Buds ad that aired during the NBA Finals. The ad features U.S. track...
ios wifi settings

Apple Confirms iOS 14.7 Fixes WiFi Bug and Many Other Vulnerabilities

Wednesday July 21, 2021 11:38 am PDT by
Following the release of iPadOS 14.7 this morning, Apple has shared details on the security updates that are included in iOS 14.7, iPadOS 14.7, macOS Big Sur 11.5, watchOS 7.6, and tvOS 14.7, all of which came out this week. Notably, Apple's documentation confirms that the iOS 14.7 and iPadOS 14.7 updates address a WiFi-related vulnerability that could impact iOS devices when joining a...
16 inch macbook pro m2 render

Gurman: Redesigned MacBook Pros to Launch Between September and November

Sunday July 18, 2021 7:39 am PDT by
Apple can be expected to release its redesigned 14-inch and 16-inch MacBook Pros sometime between September and November, as part of another packed fall season for new product launches, according to Bloomberg journalist Mark Gurman. In the latest edition of his Power On newsletter, Gurman says that the new MacBook Pros will go into production in the third quarter and can be expected to be...
macOS Malware Feature

Common Windows Malware Can Now Infect Macs

Wednesday July 21, 2021 8:13 am PDT by
A common form of malware on Windows systems has been modified into a new strain called "XLoader" that can also target macOS (via Bleeping Computer). Derived from the Formbook info-stealer for Windows, XLoader is a form of cross-platform malware advertised as a botnet with no dependencies. It is used to steal login credentials, capture screenshots, log keystrokes, and execute malicious files. ...
magsafe battery pack solo

Hands-On With Apple's MagSafe Battery Pack

Tuesday July 20, 2021 11:14 am PDT by
The new MagSafe Battery Pack that Apple debuted this week is arriving to customers starting today and it's also now available for in-store pickup in many Apple retail locations around the world. We snagged one this morning and thought we'd take a look at it to let MacRumors readers know if it's worth the $99 asking price. Subscribe to the MacRumors YouTube channel for more videos. As the name ...
macOS Big Sur Feature Orange

Apple Releases macOS Big Sur 11.5 With Podcast App Updates and Bug Fixes

Wednesday July 21, 2021 10:15 am PDT by
Apple today released macOS Big Sur 11.5, the fifth major update to the macOS Big Sur operating system that launched in November 2020. macOS Big Sur 11.5 comes two months after the release of macOS Big Sur 11.4. The new ‌‌‌‌‌macOS Big Sur‌‌‌‌ 11.5 update can be downloaded for free on all eligible Macs using the Software Update section of System Preferences. macOS Big Sur...
apple tv 4k design green

Apple Releases tvOS 14.7 for Apple TV HD and Apple TV 4K

Monday July 19, 2021 10:04 am PDT by
Apple today released tvOS 14.7, the seventh update to the tvOS 14 operating system that initially debuted in September 2020. tvOS 14.7 comes two months after the launch of the tvOS 14.6 update. tvOS 14.7, which is a free update, can be downloaded over the air through the Settings app on the Apple TV by going to System > Software Update. ‌‌Apple TV‌‌ owners who have automatic software ...
ipad pro m1 feature

Apple Releases iPadOS 14.7 With Apple Card Merging Option, Fix for 3.5mm Headphone Jack to USB-C Adapter Bug

Wednesday July 21, 2021 10:18 am PDT by
Apple today released iPadOS 14.7, marking the seventh major update to the iPadOS operating system that came out in September 2020. Apple already released iOS 14.7 on July 19, but for some reason, delayed the iPadOS 14.7 debut until today. The iPadOS 14.7 update can be downloaded for free and the software is available on all eligible devices over-the-air in the Settings app. To access the new ...