Tim Cook, like Steve Jobs, gave very few interviews throughout his working life. So whenever one of these interviews comes to light, it’s always worth stopping by and reading every detail. Not just looking for clues about the future that awaits Apple, but out of sheer curiosity to know what the life of its CEO is like.
And that’s what happened recently, because Tim Cook gave an interview to QG, which has been translated into Spanish and which allows us to have a small window on how to do things in Apple Park. And yes, in the interview they talked about virtual reality.
“There is an environment that can be even better than the real world”
Obviously, Cook isn’t revealing any secrets about what we can see in the upcoming WWDC 2023, but he does have some lore to hint at. And the clue is clear: it talks about how two or more people could do tasks like measuring glass or “trying out” to see how to “hang a piece of art” on a wall
“The idea is that there is an environment that can be even better than the real world, and that comes through overlaying the virtual world. I find that exciting. Especially if it’s something that can accelerate your creativity or you help you do things in your daily life that you never thought you could do differently”
The Apple CEO doesn’t directly refer to rumors of doubts hanging over the Reality Pro, but he also clarifies that past judgments shouldn’t be ignored even if they were wrong. prove recalling how the media was not optimistic after seeing the first iPhone model or the Apple Watch Series 0. And over time they have become essential products in the Apple ecosystem:
“He [impacto de] watches was deep, but if it was by the articles that were written about its release, you would never know,” he says. “Think also of the iPhone. When we launched it, people were like, ‘It’s not going to work.’ It doesn’t have a physical keyboard. People want a physical keyboard”
This also applies to himself, as he recalls in past interviews disliking attempts at augmented reality interfaces like Google Glass. At the time I couldn’t quite see the idea of a pair of glasses that would do something like this, but now all the conversation in the rumor mill is about something very similar that will be featured very soon in A opening speech.
“My way of thinking is constantly changing. Steve taught me very well never to marry my old convictions; to that if something new comes up that confirms that I’m wrong, I have to admit it and move on instead of entrenching myself in my point of view”
We are left with few reasons to be skeptical: we are in the prelude to some Reality Pro and I don’t think it will take us long to see them if Tim Cook has already let loose in interviews.
“If you look at your phone more than you look someone in the eye, you’re not doing it right”
In the source, we can also see how other issues are addressed: Tim recalls how he sacrificed the private aspect of his sexuality to try to motivate members of the LGBT community who did not feel ready to move on with their lives .
also comment the problem of mobile addiction after the interviewer admits he’s worried about his kids’ mobile usage. Cook uses the situation to remind himself that it’s for issues like these that ScreenTime exists and that he “religiously watches” his weekly report.
“We try to give people tools to help them hang up the phone” […] “Because my philosophy is that if you’re looking at your phone more than you’re looking at someone else’s eyes, you’re doing it wrong.”
Cook also uses a gap in the interview to reiterate the importance of privacy and that he always seeks to remain calm in times of chaos. Therefore, he likes the architecture of Apple Park, since its crystals connect the offices very well with the outside, and Cook likes to be immersed in a landscape where he likes to walk. Calm in moments of frenzy.
Eddy Cue also says it in the interview: be careful not to rely on Tim’s facial expressions: “I always tell him jokingly that he would be a great poker player because he would have four aces and no one would know.”. Let’s see which of these aces we see at WWDC 2023.
Picture | GQ coverage
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