Tim Cook Assures Employees Apple is Staying Focused on What It Does Best

Apple CEO Tim Cook today addressed Apple employees at a virtual company-wide meeting held to address questions about work-from-home arrangements and when people can expect to return to their jobs in retail stores and corporate offices.

timcooktulane
Bloomberg shared details on the meeting, with ‌Tim Cook‌ calling the current health crisis an "uncertain and stressful moment" that Apple will recover from. Apple, said Cook, began the year with a strong balance sheet and will continue investing "in a really significant way" in research and development and future products.

If we stay focused on doing what we do best, if we keep investing, if we manage the business wisely and make decisions collaboratively, if we take care of our teams, if our teams take care of their work, I don't see any reason to be anything but optimistic.

Cook was asked about job cuts, but said that Apple is in a strong financial position and has been paying retail employees unable to work. Cook said that his focus is on running Apple for the long-term rather than the short-term. Cook cited the launch of the MacBook Air, iPad Pro, and iPhone SE as evidence that Apple's product launches are not being disrupted.

There's no word yet on when Apple employees will be able to return to their workplaces, but he said that Apple will likely implement measures like temperature checks and social distancing when employees do go back to work.

Apple's retail staff has started online training and virtual meetings have ramped up ahead of store re-openings, with Apple planning to re-open its first store in South Korea this weekend. U.S. stores are not likely to reopen until May, and even then, will open on a staggered basis with Apple taking into account local conditions and guidelines.

According to Cook, Apple has now sourced and donated more than 30 million N95 masks to healthcare workers around the world and has shipped more than two million of the face shields that it has been working on.

Apple's Chief Operating Officer Jeff Williams also spoke, and he said that the health crisis has made Apple's work on health products more important, including the Apple Watch. Apple's development work in health isn't "limited to the wrist," but more governments are now working with Apple to bring the ECG feature to additional countries.

Top Rated Comments

AngerDanger Avatar
10 months ago


Cook cited the launch of the MacBook Air, iPad Pro, and iPhone SE as evidence that Apple's product launches are not being disrupted.

Yeah, everything is A-OK. Nothing could possibly go w—



Attachment Image
Score: 29 Votes (Like | Disagree)
mtneer Avatar
10 months ago


Cook was asked about job cuts, but said that Apple is in a strong financial position and has been paying retail employees unable to work.

There are many times I've been critical of Tim or his decisions, but this is laudable. Credit due to doing the right thing.
Score: 27 Votes (Like | Disagree)
Joniz Avatar
10 months ago

Tim Cook Assures Employees Apple is Staying Focused on What It Does Best

Well, looking at the state of their software lately, I’m going to assume it’s not that.

Must be making money.
Score: 24 Votes (Like | Disagree)
nvmls Avatar
10 months ago
Sure Tim, while at it, please polish macOS before putting out any other toys, thanks.
Score: 21 Votes (Like | Disagree)
RedGala Avatar
10 months ago
Tim gets a lot of flak but he's a good one imo
Score: 15 Votes (Like | Disagree)
Mr. Dee Avatar
10 months ago
I do love his belief in the company and optimism about the company's future, but, it still feels empty. Its like, his confidence comes from the company's balance sheet. Rehashing the same products over and over again, to sell them as something new to customers (iPad Pro with A12Z - just one more graphics core, iPhone SE, MacBook Air with a better keyboard ). That doesn't feel like ground breaking to me. The product categories are also messy. Too many iPads to choose from, iPhone is all over the place, you are paying for features, which frankly should not be premium. But, what I ultimately feel is, this virus is going to change our buying habits when it comes to buying new technology.

Apple products are in part status symbols; they turn heads, draw interest, conversation starters. But, I'm afraid, if we continue into this crisis, there is little need for any of us to really be upgrading. I know, my upgrade plans have pretty much been pushed out to 2023 or whenever Apple stops providing OS updates for the devices I already own.


Yeah, everything is A-OK. Nothing could possibly go w—


Seriously, I died!
Score: 13 Votes (Like | Disagree)

Top Stories

iphone 5s black slate

Images of Unreleased iPhone 5s in Black and Slate Shared Online

Sunday January 17, 2021 9:47 am PST by
Twitter user @DongleBookPro has today shared images of a prototype iPhone 5s in an unreleased Black and Slate color. The iPhone 5s was launched in September 2013. The device featured Touch ID, a 64-bit processor, and a True Tone LED flash for the first time. Other new features included a five-element lens with an f/2.2 aperture, a 15 percent larger camera sensor, Burst Mode, and Slo-Mo...
iP12 charge airpods feature 2

Hidden iPhone 12 Hardware Feature Could Still be Unlocked

Thursday January 14, 2021 2:51 am PST by
All iPhone 12 and iPhone 12 Pro models purportedly have a hidden reverse wireless charging feature, according to an FCC filing. The feature has not yet been activated, but could yet be unlocked for an upcoming Apple accessory. The FCC filing suggests that iPhone 12 models contain the hardware for Wireless Power Transfer (WPT) to accessories: In addition to being able to be charged by a...
google maps detailed street level e1611052089473

Google Maps Gains Enhanced Street-Level Detail in Four Major Cities

Tuesday January 19, 2021 2:34 am PST by
Google Maps has quietly been updated to include significantly more detailed street-level information in a handful of key cities around the world. Upon zooming in, Google's maps for Central London, Tokyo, San Francisco, and New York now benefit from shapes and widths that match the scale of roads more accurately. Meanwhile, enhanced graphical representations of sidewalks, crosswalks,...
macbook pro flexgate

Apple Extends 13-Inch MacBook Pro Backlight Repair Program

Sunday January 17, 2021 10:31 am PST by
Apple this week extended its worldwide 13-inch MacBook Pro Display Backlight Service Program, authorizing coverage for eligible notebooks for up to five years after the original purchase date or up to three years after the start date of the program, whichever is longer. The previous cutoff was four years after the original purchase date. Apple launched the program on May 21, 2019 after...
lg wing

LG Considering Exit From Smartphone Business, Halts LCD Production for iPhone

Wednesday January 20, 2021 5:38 am PST by
LG is considering exiting the smartphone business entirely amid declining shipments and accrued losses of $4.5 billion over the past five years (via The Korea Herald). LG CEO Kwon Bong-Seok cautioned staff earlier today that the company is re-evaluating its presence in the smartphone industry: Since the competition in the global market for mobile devices is getting fiercer, it is about...
airpods max sim ejector

AirPods Max Headband Removable With Just a SIM Ejector Tool, Hinting at Interchangeable Headbands

Tuesday January 19, 2021 8:25 am PST by
It is possible to remove the headband of AirPods Max with just a standard SIM card ejector tool, hinting at the possibility of interchanging headbands to achieve a different colorway. Image via Prelook In December, MacRumors revealed the large variety of AirPods Max ear cushion color combinations when it became clear that they were magnetically attatched and available for sale separately....
macbook pro screensaver table

Some M1 Macs Affected By Fast User Switching Screensaver Bug

Monday January 18, 2021 1:57 am PST by
A growing number of user reports online suggest some of Apple's M1 Mac models are susceptible to a Fast User Switching bug that spontaneously activates the screensaver and leaves the user unable to dismiss it. In macOS Big Sur, Fast User Switching allows users to quickly switch between user accounts without having to completely log out. Based on posts in the MacRumors forums, Apple...
Top Stories 43 Feature

Top Stories: MacBook Pro, iMac, Mac Pro, and iPhone Rumors, Best of CES 2021

Saturday January 16, 2021 6:00 am PST by
This week was sure a busy one in the Apple world, with a flurry of announcements out of CES early in the week followed by a rash of Mac- and iPhone-related rumors later in the week. The new rumors this week included details on updated MacBook Pro, iMac, and Mac Pro models, as well as a few other tidbits, so make sure to read on below to get caught up! Kuo: New MacBook Pro Models to...
shot on iphone 12 apple

Apple Highlights Photos Shot by iPhone 12 Users: Portraits, Cityscapes, and More

Tuesday January 19, 2021 6:05 am PST by
Apple today shared a gallery of photos shot by customers using the iPhone 12 mini, iPhone 12, iPhone 12 Pro, and iPhone 12 Pro Max, with scenes including cityscapes, landscapes, portraits of people, and more at day and night. Shot on iPhone 12 Pro Max by "NKCHU" in China (top) and shot on iPhone 12 Pro Max by Rohit Vohra in India (bottom) iPhone 12 mini and iPhone 12 models have a dual camera ...
Apple and Hyundai feature

Apple Car Production Again Linked to Kia Motor's US Plant in Georgia

Tuesday January 19, 2021 4:19 am PST by
Hyundai intends to transition the company's Apple Car involvement to its Kia brand as part of an internal arrangement that could see production move to the U.S., according to a new report today. On Sunday, Korea IT News reported that Apple and Hyundai are seeking a partnership agreement for the upcoming Apple Car by March, and that the electric vehicles could be made at a Georgia factory...