Tim Cook, Apple CEO: Not First, But Best

Tim Cook, Apple CEO: Not First, But BestAs the CEO of the world's most valuable company, Tim Cook has overseen the launch of two of his most significant products during his tenure this year: the VisionPro headset and the AppleIntelligence AI system. Cook firmly believes these products will profoundly change his and everyone else's lives, and he has infused Apple's product development with the philosophy of not first, but best

Tim Cook, Apple CEO: Not First, But Best

As the CEO of the world's most valuable company, Tim Cook has overseen the launch of two of his most significant products during his tenure this year: the VisionPro headset and the AppleIntelligence AI system. Cook firmly believes these products will profoundly change his and everyone else's lives, and he has infused Apple's product development with the philosophy of not first, but best.

Cook's day begins with checking his iPhone. He picks up his phone from his bedside table and starts working, reading emails, reviewing sales reports, and analyzing data changes. After handling these tasks, he gets a workout, his Apple Watch recording his exercise data while AirPods play classic rock music. In his office, he continues working on his MacBookAir, MacBookPro, or iMac, with his iPadPro accompanying him on business trips. He confesses, "Every day, I use a variety of Apple products."

Cook summarizes Apple's innovative philosophy in four words: "Not first, but best." He explains that Apple's primary mission is to create exceptional products that enrich people's lives. Cook doesn't mind if Apple isn't the first to enter a particular field. He believes that "to make a truly excellent product, it takes time, countless iterations, and meticulous attention to every detail."

Cook has been Apple's CEO for over 13 years, but he still feels nervous on big days. In June, the Global Developers Conference took place at Apple Park, with an electrifying atmosphere. Apple launched AppleIntelligence, capable of summarizing notifications, proofreading emails, rewriting email content, and even generating custom emoji based on user preferences. Cook emphasizes that AppleIntelligence is AI designed for ordinary people, helping them boost their productivity.

Cook admits that AppleIntelligence has completely changed his life. He no longer needs to read lengthy emails and can simply view their summaries generated by AppleIntelligence. He believes AppleIntelligence will offer a completely different user experience, comparing it to the iPod's click wheel and iPhone's touch interface, considering it another innovative breakthrough. Cook is confident that AppleIntelligence will impact everyone, whether the change is fast or slow, "but it will happen, no matter what."

In the interview, Cook displays his humility and low-key nature, dressed in a simple polo shirt and jeans, wearing ordinary Nike glasses. When asked about his favorite group chat name, Cook laughs and replies, "I never name group chats, do you? It's funny, I might consider doing that."

Cook grew up in Robertsdale, a small town in Alabama, where his parents didn't attend college. He aimed to attend Auburn University, where he studied industrial engineering, actively participated in American football, cultivating teamwork and competitive spirit. Cook believes, "The more you ask questions, the more curious you are, the smarter you become."

During his time at IBM and Compaq, Cook accumulated extensive experience in supply chain and logistics management. He joined Apple in 1998. Upon arriving in California, Cook lived a simple life, residing in a small apartment, driving a Honda Accord, and enjoying cycling through the city. Within Apple, he reshaped the company's supply chain, transforming it into a highly efficient machine.

In 2005, Cook was appointed Chief Operating Officer and promoted to Chief Executive Officer in August 2011. In October of the same year, following Steve Jobs' death, Cook inherited the leadership of Apple. Under Cook's guidance, Apple has evolved into a more stable and predictable company, with a significantly increased market value.

Cook believes that many of Apple's products, such as the iPod, iPhone, and AirPods, were not initially recognized by the public but gradually improved over time, eventually gaining market favor. Cook states, "As long as we love these products, others will love them too."

Cook emphasizes that focus is crucial for Apple. "We have to say 'no' to ideas that are good but not great to make room for the truly great ones." Cook believes that innovation isn't just about coming up with an idea but about refining it into a product that can be presented to users in an exceptional way at the right time.

Apple's designers jokingly say that 99% of designs never see the light of day. Cook also admits that many of Apple's products are more likely to fail internally than in the market. Nevertheless, Cook remains optimistic about future technological advancements. He believes that over time, VisionPro will undergo a continuous optimization process and eventually win over more people.

Cook's philosophy reflects a positive and forward-looking belief: If you believe tomorrow will be better than today, it means today will be better than yesterday.