Lisa Eadicicco of Business Insider believes that Apple has always been a product company at its core. It doesn't focus on developing big-picture "moonshot" initiatives, such as Google's project that features balloons that can beam internet down to remote areas of the world.
However, Apple has made it clear that it's committed to certain causes, which include helping the environment, improving education, civil rights, and protecting the privacy of its users.
Cook has been particularly vocal about civil rights in recent years.
"Each generation struggles with treating other people with basic respect," Cook said on stage during The Wall Street Journal's WSJD Live conference last 19 October. "It's so bizarre."
Cook also explained how these commitments fit into the company's larger vision around products with this line that sums up Apple's mission:
"Our culture is to leave the world better than we found it," he said during the conference.
Education is one area where Cook feels that large businesses, such as Apple, have a responsibility to step up.
"The government isn't working that well," he said at the event. "When there is a stalemate, businesses have even more responsibility."
The Apple CEO said he isn't worried about alienating customers with the company's values.
"We are not forcing our views on people," he said, adding that although others may agree or disagree with Apple's views, customers believe Apple is authentic.
As Apple's CEO, Cook regularly begins sending emails at 4:30 A.M and previously held Sunday-night staff meetings by telephone to prepare for the next week.
Cook shared the keys to his leadership at Apple in May 2013: people, strategy, and execution; he explained, "If you get those three right the world is a great place."
Under Cook's leadership, Apple has increased its donations to charity, and in 2013, he hired Lisa Jackson, formerly the head of the Environmental Protection Agency, to assist Apple with the development of its renewable energy activities
However, Apple has made it clear that it's committed to certain causes, which include helping the environment, improving education, civil rights, and protecting the privacy of its users.
Cook has been particularly vocal about civil rights in recent years.
"Each generation struggles with treating other people with basic respect," Cook said on stage during The Wall Street Journal's WSJD Live conference last 19 October. "It's so bizarre."
Cook also explained how these commitments fit into the company's larger vision around products with this line that sums up Apple's mission:
"Our culture is to leave the world better than we found it," he said during the conference.
Education is one area where Cook feels that large businesses, such as Apple, have a responsibility to step up.
"The government isn't working that well," he said at the event. "When there is a stalemate, businesses have even more responsibility."
The Apple CEO said he isn't worried about alienating customers with the company's values.
"We are not forcing our views on people," he said, adding that although others may agree or disagree with Apple's views, customers believe Apple is authentic.
As Apple's CEO, Cook regularly begins sending emails at 4:30 A.M and previously held Sunday-night staff meetings by telephone to prepare for the next week.
Cook shared the keys to his leadership at Apple in May 2013: people, strategy, and execution; he explained, "If you get those three right the world is a great place."
Under Cook's leadership, Apple has increased its donations to charity, and in 2013, he hired Lisa Jackson, formerly the head of the Environmental Protection Agency, to assist Apple with the development of its renewable energy activities
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