Tim Cook On Innovation At Apple: We’re At The Top Of Our Game



During today’s annual Goldman Sachs conference, Tim Cook spoke about the culture of innovation at Apple. While Wall Street has started losing faith in the company’s ability to grow, Cook has “never been more bullish on Apple.”

Cook still sees Apple as the leading innovator in the tech sector, and he believes there are two key aspects that fuel the company’s success.


The first part of Apple that makes it an innovative company is its wide skill set, according to Cook. “Apple is in a unique position” in that it specializes in hardware, software and services.

Unlike the faltering PC industry, Apple is all about product integration. “Consumers want this elegant experience where the technology floats to the background and the customer is at the forefront of the experience,” said Cook. Apple designs Mac hardware, OS X and iCloud services that tie its products together.

“Apple has the ability to innovate like crazy and cause magic”

Cook remains very optimistic about his company’s future. “Apple has the ability to innovate like crazy and cause magic” to happen in all three spheres. The “desire to make the best products in the world” is still embedded in Apple’s DNA.


Apple’s executive team was undergone quick a bit of restructuring in the last 12 months. John Browett was brought in to lead Apple Retail at the beginning of 2012, and he was fired in the fall. The head of iOS, Scott Forstall, was also let go. Perhaps the most notable change was Jony Ive being put in charge of all design for both hardware and software; Steve Jobs previously made those kinds of decisions.

“I see superstars”

“When I look around the executive table, I see superstars,” said Cook. “I see people who are at the top of their game.” Cook called Ive the “best designer in the world,” Bob Mansfield the top “silicon expert in the world,” and Jeff Williams the best guy for operations (Cook previously ran operations before he was made CEO). “We have the talent to pull this off,” said Cook.

During his talk Cook briefly addressed Wall Street’s concerns about the company’s future. “The profound decisions we make are for Apple’s long-term health,” said Cook. “We know people care about quarters, and we care too, but we’re making decisions to ensure Apple’s health past a ninety-day window.”