Tag: cook
Get ready for a culinary throwdown when Cook Serve Forever launches in May
Cook Serve Forever will leap into the early access fire in May
Cook Serve Forever looks a lot like Vertigo Gaming’s previous Cook, Serve, Delicious! series, but it puts a new spin on urgent meal prep and has a whole new story and world. It also now has an early access release date, May 8th, and a development roadmap outlining the journey to 1.0.
Key Words: One important lesson Tim Cook learned from Apple founder Steve Jobs: GQ interview
Tim Cook shares thoughts on AR and VR as uncertainty surrounds the technology
Apple CEO Tim Cook Teases AR/VR Headset and More in New Interview
Cook features on the cover of GQ‘s Global Creativity Awards 2023 issue. The interview with GQ‘s Zach Baron, titled “Tim Cook Thinks Different,” delves into multiple aspects of Cook’s career, premiership, and personal life. Explaining why Apple may, hypothetically, be interested in AR/VR hardware, Cook said:
If you think about the technology itself with augmented reality, just to take one side of the AR/VR piece, the idea that you could overlay the physical world with things from the digital world could greatly enhance people’s communication, people’s connection. It could empower people to achieve things they couldn’t achieve before. We might be able to collaborate on something much easier if we were sitting here brainstorming about it and all of a sudden we could pull up something digitally and both see it and begin to collaborate on it and create with it. And so it’s the idea that there is this environment that may be even better than just the real world—to overlay the virtual world on top of it might be an even better world. And so this is exciting. If it could accelerate creativity, if it could just help you do things that you do all day long and you didn’t really think about doing them in a different way.
Cook went on to suggest that measuring physical objects and placing digital art on walls are just the start of the potential use-cases for AR, seemingly implying that there are far greater possibilities. Baron then raised the fact that in 2015 Cook told The New Yorker that he was highly skeptical of Apple manufacturing smart glasses, similar to Google Glass, as an early AR product. At the time, Cook said:
We always thought that glasses were not a smart move, from a point of view that people would not really want to wear them. They were intrusive, instead of pushing technology to the background, as we’ve always believed. We always thought it would flop, and, you know, so far it has.
Now, Cook admitted that he is willing to say that he was wrong:
My thinking always evolves. Steve taught me well: never to get married to your convictions of yesterday. To always, if presented with something new that says you were wrong, admit it and go forward instead of continuing to hunker down and say why you’re right.
Baron then asked Cook if the fact that neither Google Glass nor Meta’s Quest headsets have made considerable impact among consumers would make him skeptical of Apple offering a product in the AR/VR space. Cook responded that Apple has a history of succeeding in areas where people have doubted it:
Pretty much everything we’ve ever done, there were loads of skeptics with it. If you do something that’s on the edge, it will always have skeptics. […] Can we make a significant contribution, in some kind of way, something that other people are not doing? Can we own the primary technology? I’m not interested in putting together pieces of somebody else’s stuff. Because we want to control the primary technology. Because we know that’s how you innovate.
Read the full interview for more information about Cook’s thoughts on leadership, his public image, comparing himself with Steve Jobs, working at Apple Park, his pay, and more.
This article, “Apple CEO Tim Cook Teases AR/VR Headset and More in New Interview” first appeared on MacRumors.com
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Has Apple’s Tim Cook put everything on the line for Apple Reality?
Is there a turf war between Apple’s operations and design teams over the first-generation Apple AR glasses? Or are we now hearing about old news being rehashed as competitors spread negative gossip in fear of Apple’s looming AR launch?
What we think we know
We can’t be certain, but this is what happened on the Apple Rumor Merry-go-round in the last 48 hours:
- The Financial Times claimed Apple CEO Tim Cook might have ordered the launch of the new devices this year, despite warnings from those working on the project that the product isn’t yet ready.
- Bloomberg’s Mark Gurman later said the events described took place in 2018 when then-design lead Jony Ive pushed for AR above VR, with Apple compromising on a mixed-reality headset.
- Gurman also said 11 high-ranking executives left the company in the second half of 2022. These were people in command of hardware, software, design, privacy, cloud, and other key verticals across the company. This may not relate to the above, but hints at some internal instability.
Apple has reportedly been working on AR glasses for seven years or more.
Report: Apple CEO Tim Cook Ordered Headset Launch Despite Designers Warning It Wasn’t Ready
The timing of the mixed-reality headset’s launch has apparently been a cause of considerable contention at Apple. The company’s industrial design team cautioned that devices in the category were not yet ready for launch and wanted to delay until a lightweight AR glasses product had matured several years later. On the other hand, Apple’s operations team wanted to ship an early version of the product in the form of a VR-focused ski goggle-like headset that allows users to watch 3D videos, perform interactive workouts, or make FaceTime calls with virtual avatars.
Tim Cook, who served as Apple’s operations chief prior to becoming CEO, reportedly sided with Jeff Williams, overruling objections from Apple’s designers and pressing for an early launch with a more limited product. Speaking to the Financial Times, former Apple engineers who worked on the device described the “huge pressure to ship.”
Upon the departure of design chief Jony Ive in 2019, Apple’s design team now reports directly to Williams. While design led the direction of Apple’s products under Steve Jobs, employees have noticed that operations is increasingly taking control over product development under Cook’s leadership. One former engineer said that the best part of working at Apple was devising engineering solutions to meet the “insane requirements” of the design team, but that has apparently changed in recent years.
Apple’s headset has reportedly been in active development for seven years, twice as long as the original iPhone prior to its launch. The device is seen as being tied directly to Tim Cook’s legacy, as Apple’s first new computing platform developed entirely under his leadership.
The company is still expecting to sell only around a million units of the headset during its first year on sale at a ~$3,000 price point. Nevertheless, Apple is purportedly preparing a “marketing blitz” for the product later this year.
This article, “Report: Apple CEO Tim Cook Ordered Headset Launch Despite Designers Warning It Wasn’t Ready” first appeared on MacRumors.com
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Apple CEO Tim Cook Could Earn Nearly $50 Million in Compensation This Year
Cook is set to receive a $3 million base salary, a $6 million cash bonus, and stock awards that are worth approximately $40 million. Cook’s salary is down around 40 percent, as he received $99 million in 2022. His pay will be tied closely to overall company performance, with the shift introduced after shareholders became upset about his pay package.
Shareholders approved a proposal that will see executive salary decided with an annual vote, and other Apple executives will earn around $27 million each in 2023. This includes chief operating officer Jeff Williams, general counsel Katherine Adams, retail head Deirdre O’Brien, services chief Eddy Cue, software head Craig Federighi, chief financial officer Luca Maestri, and others.
Several measures that Apple asked investors to reject did not receive enough votes to pass. Shareholders had proposed a civil rights audit on Apple’s diversity efforts, called for Apple to report on its reliance on China on an annual basis, and asked Apple to report on pay gaps at the company.
All Apple board members were reelected, despite proposals calling for the removal of Al Gore and Tim Cook.
This article, “Apple CEO Tim Cook Could Earn Nearly $50 Million in Compensation This Year” first appeared on MacRumors.com
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