A cynic would call it greenwashing, but the most surprising thing about Tim Cook’s “Loop you in” event was what it said about how he’s running Apple.
When Steve Jobs was around, Apple’s product events were about the products, and little else. Yeah, Jobs would often start with corporate issues, but he usually boasted about how the company was absolutely crushing it.
By contrast, the first 25 minutes of Monday’s event — almost half of the hour-long presentation — focused on things only tangentially related to Apple products. Cook and his lieutenants discussed government snooping, privacy, recycling, the environment, renewable energy, creating platforms for sustaining customers’ health — and even protecting Chinese yaks.
Jobs used to touch on issues like these, but under Cook, they’ve taken center stage. Cook has turned Apple’s product events into showcases for corporate responsibility.