Aaron Levie


'Aaron Levie' Articles

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. 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