Apple wants to zero in on ‘Pro’ segment, but what about the large majority?

By Steffen Reich on Mar 14, 2017

In a statement warmly welcomed by us internet folk, Tim Cook recently proclaimed “you will see us do more in the pro area.” In our circles, this is unquestionably good news, as we all foster an insatiable appetite for new innovations, be that on a hardware or software level. More pro is great, however I invariably had to spare a thought for the average, not-so techy Apple customer.

I’m talking about the type of customer that after owning their iPhone 6S for more than a year, still has little concept of what 3D Touch does. Or how about the one that loves their new MacBook, but will gaze at you with a stunned expression when you introduce them to Force Touch on their trackpad. This is by no means meant to sound snarky or patronizing, because as a matter of fact, I don’t blame them for not knowing – I blame Apple for failing to take everyone along for the ride due to poor communication.

Shifting up the ‘Pro’ a notch in the future sounds great, that said how do you straddle the line between pleasing us tech-warriors and not entirely overwhelming a large majority of users, a majority already only privity to roughly half of the juicy features on their devices? Apple needs to find some cogent answers to this issue, and rather than creating a two-tier system in their hardware sold (labelling only some products ‘Pro’), I contend that software could be the key.

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Tim Cook: you will see Apple do more in the pro space

By Cody Lee on Feb 28, 2017

Apple on Tuesday held its annual shareholder meeting at its Cupertino headquarters. The gathering is standard affair—company executives and board members meet with stockholders to discuss a wide range of topics, including performance and proposals.

The most interesting part of today’s meeting, however, was Tim Cook’s informal Q&A session. The casual section allows attending shareholders to offer up their questions and comments to the CEO and other members of the company’s senior leadership team. Read More

 

Tim Cook to move his office to Apple Park

By Christian Zibreg on Feb 23, 2017

Apple said yesterday that employees will start boarding its futuristic campus, officially named Apple Park, in April. According to San Francisco Chronicle, Apple’s chief executive Tim Cook will move his office to the new 175-acre campus. Read More

 

Apple decries Trump decision on transgender rights for students

By Christian Zibreg on Feb 23, 2017

The United States President Donald Trump’s decision which aims to withdraw anti-discrimination protections for transgender bathroom use in schools was met with strong opposition from Apple. In a statement to Axios, Apple said preventing transgender students from using bathroom facilities designated for the gender to which they identify is hurting human rights initiatives. Read More

 

Tim Cook visits Downing Street, talks Brexit and more with UK Prime Minister Theresa May

By Christian Zibreg on Feb 9, 2017

Hot on the heels of his days-long European tour that saw him receive an honorary degree from the University of Glasgow after visiting various locations including Marseille, Paris, Vreden and Berlin, Apple CEO Tim Cook meet the United Kingdom’s Prime Minister Theresa May this morning at 10am local time. May and Cook discussed the company’s presence in the country in the aftermath of Brexit. Read More

 

Video: Tim Cook receives honorary degree from University of Glasgow, chats with students

By Christian Zibreg on Feb 9, 2017

As announced last week, Apple’s chief executive Tim Cook has received an honorary degree from the University of Glasgow, in the United Kingdom. Following the official ceremony last night, Cook sat down for a fireside chat with students. Just prior to the session, he stopped at the Glasgow Apple Store and talked to customers.

The Apple CEO discussed a range of topics, including immigration, Apple Pencil, the legacy of Steve Jobs and more. A full video of Cook’s appearance at the University of Glasgow is now available for you to enjoy. Read More

 

Tim Cook will receive honorary degree from University of Glasgow

By Christian Zibreg on Feb 3, 2017

Apple’s chief executive Tim Cook is scheduled to receive an honorary degree from the University of Glasgow on February 8 at 6pm local time. Following the official ceremony, the university will hold a fireside chat with Cook which will be followed by a Q&A session with students.

The news was tweeted this morning on the University of Glasgow’s official Twitter account. The event is open to the University of Glasgow students. Read More

 

Tim Cook named recipient of Newseum’s 2017 Free Expression Award

By Christian Zibreg on Feb 2, 2017

Thursday, Apple’s chief executive Tim Cook got selected as the recipient of Newseum’s 2017 Free Expression Award in the Free Speech category. The organization recognized Cook’s contributions to issues like racial equality, privacy, the environment, access to education, LGBT rights and more. The Newseum, for those not in the know, is an interactive museum based in Washington, D.C. that promotes free expression and the five freedoms of the First Amendment to the United States Constitution. Read More

 

Apple considering legal action against Trump’s executive order on immigration

By Christian Zibreg on Feb 1, 2017

U.S. President Donald Trump’s executive order that bars refuges and travelers from seven majority-Muslim countries—Iran, Iraq, Libya, Somalia, Sudan, Syria and Yemen—from entering the United States for at least 90 days didn’t sit well with Apple.

The Wall Street Journal reported Wednesday that the Cupertino firm is weighing its legal options and considering challenging POTUS‘s executive order on immigration. Read More

 

Apple honors Dr. Martin Luther King, Jr. with a tribute on its website

By Christian Zibreg on Jan 16, 2017

Today is Martin Luther King Jr. Day in the United States and Apple has joined the celebration with an appropriate tribute in the form of a full-page image on its website and a tweet from CEO Tim Cook. “We honor Martin Luther King by working to help achieve justice and equality,” reads Cook’s message.

Cook’s tweet is accompanied by the famous King quote: “We may have all come on different ships, but we’re in the same boat now.” Read More

 
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