Tim Cook

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

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.

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

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.

Tim Cook to move his office to Apple Park

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.

Apple decries Trump decision on transgender rights for students

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.