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Tim Cook has announced to step down from his Apple CEO role later this year in September. Cook, 65, has led the company since 2011 and will be succeeded by John Ternus who is currently the Senior Vice President of Hardware Engineering at Apple.
During his first official television interview with Brian Williams on NBC's Rock Center in 2012, Tim Cook famously said: “We have to make sure, at Apple, that we stay true to focus, laser focus – we know we can only do great things a few times, only on a few products.
” During the interview, Williams asked Cook if Apple would last, and how the company is ensuring to avoid becoming the likes of Sony, and others that were popular in the 80's and 90's but eventually faded into the background. Responding to this, Tim Cook reiterated Apple's drive to focus on a small number of products. “We’re very simple people at Apple. We focus on making the world’s best products and enriching people’s lives. I think some companies — maybe even the one that you mention, maybe they decided that they could do everything.” “We have to make sure, at Apple, that we stay true to focus, laser focus — we know we can only do great things a few times, only on a few products,” he added.
Quote of the day by Apple CEO Tim Cook
“We have to make sure, at Apple, that we stay true to focus, laser focus — we know we can only do great things a few times, only on a few products”.
What Tim Cook’s quote means
Tim Cook’s remarks underline Apple’s emphasis on focus and product quality as key factors behind its continued position in the market. It highlights Apple’s strategy of maintaining a narrow and focused product lineup to sustain long-term success. He explained that Apple focuses on making a limited number of products and aims to do them well, rather than expanding into too many areas.
Cook suggested that some companies lost relevance after trying to do too much at once.According to him, Apple’s approach is to stay disciplined and maintain “laser focus,” ensuring that it concentrates only on areas where it can deliver strong results. He added that the company believes it can achieve high-quality outcomes only in a few select product categories at a time.
A philosophy that Apple followed
Cook’s remarks from 2012 continue to be relevant as the company moves into a new phase under different leadership. His emphasis on focus and product quality has been a defining part of Apple’s growth over the past decade.As the leadership transition takes place, the approach he described is likely to remain central to how the company operates in the future.
Other leadership quotes by Tim Cook
- “This is Steve's company. This is still Steve's company. It was born that way; it's still that way. And so his spirit, I think, will always be the DNA of this company.”
- “Companies that get confused, that think their goal is revenue or stock price or something. You have to focus on the things that lead to those.”
- “We are the most focused company that I know of or have read of or have any knowledge of. We say no to good ideas every day. We say no to great ideas in order to keep the amount of things we focus on very small in number, so that we can put enormous energy behind the ones we do choose…..It’s not just saying yes to the right products, it’s saying no to many products that are good ideas, but just not nearly as good as other ones.”
- “Price is rarely the most important thing. A cheap product might sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.”
English (US) ·