14 DAY TRIAL // Speaking with shareholders at the company’s annual meeting, Apple CEO Tim Cook reiterated the focus on privacy while also discussing how the wants to stick to the tech giant’s DNA always focused on innovation.
“Apple is about technology made by people and for people and with people’s wellbeing in mind,” he explained. “At its best and most hopeful, technology should help us leave the world better than we found it.” Needless to say, Tim Cook also discussed privacy, a concept the company has been used as a key selling point in the last few years.
The focus on privacy
Apple insists the privacy of its customers is essential for building better products and the company does everything that’s possible to protect users. One defining moment for this approach is Apple’s refusal to break into an iPhone used by the terrorist in the San Bernardino shooting despite the FBI taking the company to court. Apple refused to unlock the device on security claims, explaining that once a method to hack the iPhone is developed, all customers would be at risk.
“At Apple, we believe our goals should always be to make things that help people live better, more fulfilled and more human lives,” Cook explained. “We see privacy as fundamental to that, and we’ll always stand up for our principles in this area.”
The CEO also discussed new companies that Apple could acquire, and of course, no names were shared. But Tim Cook says that as long as a firm can bring value to Apple, it becomes an appealing purchase.
“We’re not afraid to look at acquisitions of any size, but our priority is on valuation and strategic fit, and our focus is generally going to be on small, innovative companies exploring technologies that complement our products and help push them forward,” he told shareholders.