Apple Committed to Mac and ‘Great Desktops’ Are Coming, Says Tim Cook in Leaked Note to Employees

Apple Committed to Mac and 'Great Desktops' Are Coming, Says Tim Cook in Leaked Note to Employees

Apple’s CEO Tim Cook answered some questions from employees in the company’s internal employee message board dubbed Apple Web, and which got leaked. The answers from Cook in Apple Web included some of the topics like whether Mac desktops were still strategically important for Apple, and why it is required to connect with governments referring to the recent meeting with US President-elect Donald Trump that saw Silicon Valley’s most powerful executives come together.

In October, Apple unveiled its latest MacBook Pro model that also marked the 25th anniversary of the original PowerBook. The new MacBook Pro models saw a complete new design, faster components, and an innovative multi-touch screen-cum-controller.

Cook in the leaked noted to employees, obtained by TechCrunch, acknowledged some media concerns whether Apple is committed to desktop, and replied to a question: ‘We had a big MacBook Pro launch in October and a powerful upgrade to the MacBook back in the spring. Are Mac desktops strategic for us?’

Cook wrote, “The desktop is very strategic for us. It’s unique compared to the notebook because you can pack a lot more performance in a desktop – the largest screens, the most memory and storage, a greater variety of I/O, and fastest performance. So there are many different reasons why desktops are really important, and in some cases critical, to people. The current generation iMac is the best desktop we have ever made and its beautiful Retina 5K display is the best desktop display in the world. Some folks in the media have raised the question about whether we’re committed to desktops. 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.”

On being asked what was Apple’s biggest differentiator, Cook wrote, “Our greatest differentiator is our culture and our people. They are the foundation by which everything else comes about. Without great people and a great environment that people can live in, we wouldn’t have intellectual property. We wouldn’t have the best products. We wouldn’t have the inventions or features I mentioned earlier.”

In a series of questions, Cook was also asked why it was important to meet a government – referring to to the recent meeting with US President-elect Donald Trump. Cook responded and wrote, “It’s very important. Governments can affect our ability to do what we do. They can affect it in positive ways and they can affect in not so positive ways. What we do is focus on the policies. Some of our key areas of focus are on privacy and security, education. They’re on advocating for human rights for everyone, and expanding the definition of human rights. They’re on the environment and really combating climate change, something we do by running our business on 100 percent renewable energy. And of course, creating jobs is a key part of what we do by giving people opportunity not only with people that work directly for Apple, but the large number of people that are in our ecosystem. We’re really proud that we’ve created 2 million jobs, just in this country.”

Cook stressed on the fact that engaging with governments is smarter than being on the side-lines. He added, “Personally, I’ve never found being on the sideline a successful place to be. 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.”

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