Tim Cook on why Apple’s huge bets will pay off
Subscribe to enjoy similar stories. THE FIRST THING Tim Cook does when he wakes up is check his iPhone. It’s sitting atop his nightstand in silent mode when the chief executive officer of Apple, the most valuable company in the history of the world, reaches for his device and starts triaging his inbox.
He reads email, reviews overnight sales reports and studies countries where numbers are changing to keep his finger on the pulse of the business. Then he puts the phone away. It’s time to get his own pulse up.
During his workout, which he records on his Apple Watch, classic rock pounds through his AirPods. At the office, he switches to his MacBook Air, MacBook Pro and iMac. On the road, he travels with his iPad Pro.
“Every day," he says, “every product." But for the past year, Cook has been using two other products that wouldn’t exist if not for two of the most consequential bets that a company worth trillions of dollars has ever made. They are the latest technological innovations to emerge from a patch of land in Cupertino, California, that, over the past half-century, have reshaped the world and come to rule our lives. The iPhone alone generates more money per year than America’s biggest bank and still accounts for only half of Apple’s revenue, with the rest coming from desktops, laptops, tablets, headphones, watches, streaming movies, TV and music and all the other hardware, software, products and services that Tim Cook uses from the second he wakes until the moment he falls asleep.
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