TL;DR: Apple believes in engagement as change-agent, and of course there’ll be new Mac desktops!
Tim Cook took to Apple Web, Apple’s internal employee portal, today to answer a range of questions, including why he went to U.S. president-elect Donald Trump’s tech summit, and what’s going on with Mac desktops. The answers, of course, have since leaked out onto the internet.
On the subject of engaging with Donald Trump’s incoming administration, despite critical differences of opinion over social policy, TechCrunch reports:
“Personally, I’ve never found being on the sideline a successful place to be,” writes Cook. “The way that you influence these issues is to be in the arena. So whether it’s in this country, or the European Union, or in China or South America, we engage. And we engage when we agree and we engage when we disagree. I think it’s very important to do that because you don’t change things by just yelling. You change things by showing everyone why your way is the best. In many ways, it’s a debate of ideas.”
This is in keeping with Apple’s recent policies on other controversial issues, from Chinese factories to the sourcing of materials. The company prefers to engage as a way to promote change rather than to isolate and abandon. It’s an optimistic strategy and one that counts on everyone involved eventually wanting what’s best for everyone else involved.
The Trump administration and Apple could also see eye-to-eye on how to handle — read: tax — the repatriation of Apple’s billions and billions of dollars in international profits.
As for the Mac, also from TechCrunch:
“Some folks in the media have raised the question about whether we’re committed to desktops,” Cook wrote. “If there’s any doubt about that with our teams, let me be very clear: we have great desktops in our roadmap. Nobody should worry about that.”
Of course Apple isn’t abandoning desktop Macs. Three years between updates for Mac mini and Mac Pro is absolutely embarrassing and a profound disservice to customers who depend on that hardware, but it’s emblematic of Apple’s current bandwidth, not their roadmap.
Lastly, a look inside Cook’s thinking about products, past and future:
You can rarely see precisely where you want to go from the beginning. In retrospect, it’s always written like that. But it’s rarely like that. The fantastic thing about Apple employees is they get excited about something, and they want to know how it works. What it will do. What its capabilities are. If they want to know about something in an entirely different industry, they start pulling the string and see where it takes them. They’re focused more on the journey, which enables so many great things to happen.
Cook cites Apple Watch and its fitness focus, which led to ResearchKit, which led to CareKit, as recent examples.
Read the full contents and Matthew Panzerino’s analysis via the links above, then let me know what you think below!