SAN FRANCISCO — Will Tim Cook do anything to steal Google’s thunder?
The Apple CEO is back at the Moscone Center, this time for BoxWorks 2105, the annual gathering of customers and developers for enterprise cloud storage company Box.
It’s a rare speaking gig for Cook, who tends to limit his engagements to just a few high-profile events a year. While big and successful, Box’s conference is hardly one of the marquee events on the tech calendar. Unless it falls on the same exact day Google is announcing new products at its big Nexus media event.
“He’s f****ing with Google,” said one analyst in the press room when asked why Cook chose this event.
Cook is likely to talk up the new iPad Pro and Apple’s enterprise efforts, which include partnering with IBM and Cisco. Read on to see what he says. We’re liveblogging the event. Cook will be onstage at 9 a.m. Pacific.