Mac, News

Workplace Tech is ‘Not a Hobby’ For Apple – Tim Cook

Apple CEO Tim Cook

Tim Cook, Apple CEO said that the Cupertino-based company is very much serious about establishing its software and hardware into the workplace.

Speaking clearly about plans of Apple regarding forming a firm base in the less-explored field of workplace technology,  the company’s chief executive Tim Cook, also indicated the plausibility of shaking hands with once –rival companies like Microsoft to achieve the target.

While speaking with Box CEO Aaron Levie during the BoxWorks conference held in San Francisco, Tim Cook highlighted Apple’s focus on serving companies as well as it serves the average customer.

While stating the fact that serving businesses racked up $25 billion in sales for Apple in the 12 months (ended June 30th), Cook made it clear that “this is not a hobby”.

Apple’s CEO also explained how, for a long time the world was divided between enterprise and consumer hardware, much similar to the workplace and home software bifurcation. But now, the hardware separation is extinct.

“If you want a smartphone, you don’t say I want an enterprise smartphone,” he said. “You don’t get an enterprise pen to write with.”

Apple has been seen making efforts to expand iOS into the business domain with the help of partnerships. Last year, Apple teamed up with IBM to co-develop mobile applications for some specific industries. In this partnership, IBM coded the software whereas Apple helped with the design and optimization. The last step of this collaborated effort included IBM selling the software preloaded on iPhones and iPads to customers.

Another peculiar yet commendable observation was the admittance of weakness by the Chief Executive of Apple.

“We’re good at building a simple experience and in building devices,” Tim Cook told Recode at the time. “The kind of deep industry expertise you would need to really transform the enterprise isn’t in our DNA. But it is in IBM’s”.

However, it also shows how much Apple is interested in taking a leap towards partnerships and exploration of new industries.

He also added that Apple is open to anything for the strengthening of its products, even if it means partnering with their rival companies like Microsoft.

“We still compete today, but Apple and Microsoft can partner on more things than they compete on,” Cook said. “Partnering with Microsoft is great for our customers. That’s the reason we do it. I’m not a believer in holding grudges.”

Previous ArticleNext Article