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
51 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
51 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
51 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
51 months ago
Sure Tim, while at it, please polish macOS before putting out any other toys, thanks.
Score: 21 Votes (Like | Disagree)
RedGala Avatar
51 months ago
Tim gets a lot of flak but he's a good one imo
Score: 15 Votes (Like | Disagree)
Mr. Dee Avatar
51 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)

Popular Stories

Beyond iPhone 13 Better Blue Face ID Single Camera Hole

Six Reasons to Wait for Next Year's iPhone 17

Thursday February 22, 2024 4:20 am PST by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models concurrently, which is why we sometimes get rumored feature leaks so far ahead of launch. The iPhone 17 series is no different, and already we have some idea of what to expect from Apple's 2025 smartphone lineup. If you plan to skip...
General Apps Messages

iOS 17.4 to Add This 'Groundbreaking' New Messaging Feature

Friday February 23, 2024 5:05 am PST by
With iOS 17.4, set to arrive in March 2024, Apple is bringing a new cryptographic security feature to iMessage called PQ3. This "groundbreaking" and "state-of-the-art" protocol provides "extensive defenses against even highly sophisticated quantum attacks," according to Apple. Let's break down what that means. Apple's iMessage service already supports end-to-end encryption, but security...
iPhone Notch

Apple Explored These Notch and Dynamic Island Designs for iPhones

Friday February 23, 2024 2:05 pm PST by
With the iPhone 14 Pro models in 2022, Apple introduced the Dynamic Island, which can morph and expand to display system alerts, sports scores, and a variety of other information. The feature makes the space surrounding the front camera and Face ID sensors useful compared to the notch on older iPhone models. Apple explored a variety of ideas for the iPhone's notch area over the years before...
New Macs iPads iOS 17 4

What to Expect at Potential Apple Event in March: iPads, Macs, and More

Friday February 23, 2024 8:35 am PST by
Apple often holds its first media event of the year in March, so the company could be just weeks away from announcing new products. Below, we have outlined what to expect from a potential Apple Event this March. Past Apple Events in March Apple has held five events in March since 2015:Monday, March 9, 2015 Monday, March 21, 2016 Tuesday, March 27, 2018 Monday, March 25, 2019 Tuesday,...
iOS 17

When Will Apple Release iOS 17.4 for iPhones?

Friday February 23, 2024 11:56 am PST by
Apple has been beta testing iOS 17.4 for nearly a month now. Below, we explain when the update is likely to be released to all users. In its press release announcing major App Store changes in the EU, which were implemented in response to new regulations under the EU's Digital Markets Act, Apple confirmed that iOS 17.4 will be released at some point in March:Developers can learn about these...
iOS 18 Mock Feature Baubles

iOS 18 Rumored to Have Design Changes, macOS Revamp Coming Later

Sunday February 25, 2024 8:55 am PST by
iOS 18 will likely include some design changes, but a macOS revamp might be a year or two away, according to Bloomberg's Mark Gurman. In his Power On newsletter today, Gurman said Apple is working to update the design of iOS as "early as this year." A sketchy rumor claimed that iOS 18 would feature some visionOS-inspired design elements, and while Gurman agreed that iOS could take some...