Required Apple Reading: Businessweek’s Cover Story On Cook, Ive And Federighi



By now you’ve probably already seen this story floating around the internet, but in case you haven’t, here’s your assigned Apple reading for the day. Bloomberg Businessweek has an exclusive interview with Apple’s Tim Cook, Jony Ive, and Craig Federighi for its latest issue.

The piece centers around Apple’s leadership resisting the ‘Apple is doomed’ mantra that has become so common in the press. A lot is also said about Android and comparing Apple in terms of market share. Cook has a few good quotes like, “We’re not in the junk business.”

“I think probably if someone mapped my brain, you would find there were moments where I lit up the love pattern in my neurons in association with our products,” says Craig Federighi, Apple’s head of software who is gloriously nicknamed “Hair Force One” inside Apple. And don’t miss the story’s outtakes, in which Tim Cook uses a blue iPhone 5c with a green Croc Apple case (yeah right, everyone knows he rocks the gold 5s in real life).

Here are the different covers Businessweek experimented with:


A great interview with Jony Ive also ran in USA Today today, in which the living legend reveals he would like to design cups.

Source: Bloomberg Businessweek