FastCo has named Apple the most innovative company of the year and today has published an interview with the company’s CEO, Tim Cook.When Tim Cook is interviewed it is always difficult to find something new among his statements, but this time there are some very interesting fragments.

Cook is keen to point out again, just as Steve Jobs did, that the priority for Apple is not to make money, but to create excellent products that have a positive impact on people’s lives. And if you do well this, the money will come as a result:

Stock price is a result, not an achievement by itself. For me, it’s about products and people. Did we make the best product, and did we enrich people’s lives? If you’re doing both of those things–and obviously those things are incredibly connected because one leads to the other—then you have a good year.

On Apple Music as a source of profit, Tim Cook was very clear:

Apple Music is a service that users want to be provided. It is a service that worries us because we always want to keep the human element high, without leading to algorithms and automation when it comes to art and music.

And it’s true, we did not make Apple Music to make money. We think it’s an important service for artists too. If we continue to have a great emotional creativity, the artists will also bear fruit in terms of earnings.

We also talk about the HomePod and the reasons that led Apple to create a speaker:

Music is a service that we think our users want us to provide. It’s a service that we worry about the humanity being drained out of. We worry about it becoming a bits-and-bytes kind of world, instead of the art and craft. 

You’re right, we’re not in it for the money. I think it’s important for artists. If we’re going to continue to have a great creative community, [artists] have to be funded.

He was then asked by Tim Cook when Apple made the decision to follow the path of the Face ID or the smart speakers:

 I wouldn’t say “follow.” I wouldn’t use that word because that implies we waited for somebody to see what they were doing. That’s actually not what’s happening. What’s happening if you look under the sheets, which we probably don’t let people do, is that we start projects years before they come out. You could take every one of our products–iPod, iPhone, iPad, Apple Watch–they weren’t the first, but they were the first modern one, right? 

In each case, if you look at when we started, I would guess that we started much before other people did, but we took our time to get it right. Because we don’t believe in using our customers as a laboratory. What we have that I think is unique is patience. We have patience to wait until something is great before we ship it.

In any case, if you go looking at when we started designing that product, you’ll find that the work started long before the others presented their devices, but we took the time to do it right. Because we do not believe in the use of our customers as laboratories. What we have, and which I think is unique, is patience. We have the patience to wait for something to be done well before starting to sell it.

Tim Cook added that the company is already working on products that will be released in 3-4 years:

For us, talking about new products, it is important to work out the projects at least three or four years in advance. This means that we are already working on the devices that will be released in 2020.

(Source: Fast Company)

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