Steve Jobs originally wanted to put a Mac in every classroom; later that was revised for everyone within the classroom to have their own Mac.

Jobs introducing Macintosh

Cook was asked about how the computer industry moved from «tinkerers» to where it is today and how a company like Apple comes up with its ideas.

«They don’t take any singular route, they can come from everywhere in the company,» he said. «We believe in putting groups of people together focused on solving some problem for a user.»

«You pick diverse teams that look at the problem through different lenses,» continued Cook. «We debate about things that we do and do not do, because we know we can only do a few things well.»

«You have to debate and say no to a lot of great ideas so that you can spend your time on the ones that are truly unbelievable,» he said. «[Usually] the way that you get people around here to do something is to tell them you’re not sure it’s doable.»

«That’s the red flag in front of the bull, because a lot of people here don’t take ‘impossible’ as being true,» said Cook. «If we convince ourselves it’s in the best interest of the user, that’s a compelling force for us to power through the problem.»

Origin: Apple insider | Tim Cook talks Apple innovation

Cook was asked what he thought Steve Jobs would think of the company today.

«I think he would find things that he loved and things that he would say, ‘We can do better on that,’» said Cook. «I think he would do both. As we all do. We are never really satisfied. We’re always working on tomorrow.»

«At Apple, we believe that we have a responsibility to leave the world better than we found it. And that’s why we put our values at the center of everything we do.«

The Future Is Responsible Innovation

Tim Cook joins the PopMech team to talk about the value of tinkering, the right to privacy, and Apple’s enduring legacy.

AUG 25, 2022

Almost 25 years ago, I came to Apple for one simple reason: It was a place where people believed, as I did, that technology could change the world for the better. And I wanted to be a part of this incredible team that was reimagining the future.

Our mission at Apple is to create products that enrich people’s lives. We believe that technology infused with humanity can empower people, spark their creativity, and unleash economic opportunity across the globe. That means designing products that are accessible to everyone and good for the environment. It means protecting the fundamental right to privacy. It means providing tools that make it easier for people to learn valuable skills. 

The theme of this section is responsible innovation—which has never been more important than it is today. At Apple, we believe that we have a responsibility to leave the world better than we found it. And that’s why we put our values at the center of everything we do. 

In the following pages, you will see just a few examples of what innovation can make possible. …while the potential of technology is virtually limitless, its impact is ultimately a reflection of the values that guide the people who create and use it.

One of the great joys of my job is discovering how Apple users, like many of the remarkable people featured in this issue, use technology to make a mark on the world. When you read the stories, I hope you’re as inspired as I am —and perhaps even motivated to consider new ways in which technology can enrich your life, too.

tim cook