Michal Marek Tim Cook attended the BoxWorks conference in San Francisco, where he spoke mainly about Apple's actions in the corporate sphere. Several interesting pieces of information were revealed, and the successor to Steve Jobs as the first man of Apple clearly showed how much Apple is changing under his baton.
Cook emphasized how important the corporate sphere is to Apple, and described how cooperation with arch-rivals led by Microsoft, for example, can help the company push its own software and hardware into businesses. Something like this seemed completely unimaginable before. However, only with strong partners can Apple continue to try to sell its goods to big companies with the same success as it sells them to ordinary customers.
The head of Apple also shared a very interesting statistic. Sales of devices to Apple companies over the past year brought in an incredible 25 billion dollars. So Cook emphasized that sales to the corporate sphere are definitely not just a hobby for Apple. But there is definitely room for improvement, because Microsoft's income from the same area is double, even though the position of the two companies is different.
Thanks to everyone at #BoxWorks this morning! Picked up some out-of-the-box ideas from @levie pic.twitter.com/DdvznJOtov
- Tim Cook (@tim_cook) September 29, 2015
An important circumstance, according to Cook, is how the electronics market has changed in the sense that the distinction between home and corporate hardware has disappeared. For a long time, different types of equipment were intended for these two different worlds. However, today no one will say that they want a "corporate" smartphone. “When you want a smartphone, you don't say you want a corporate smartphone. You don't get a corporate pen to write with," Cook said.
Now Apple wants to focus on all those who work on their iPhones and iPads when they are not at the computer in their office. He believes that mobility is the key to success for every company. “To get a real advantage from mobile devices, you have to rethink and redesign everything. The best companies will be the most mobile," the head of Apple is convinced.
To illustrate this, Cook pointed to the new concept of Apple Stores, which is also based on mobile technologies. Thanks to this, customers do not have to stand in queues and can join a virtual queue with any store employee and their iPhone-based terminal. It is this modern way of thinking that all companies should adopt, and the implementation of their ideas should be best served by devices from Apple.
Apple wants to promote itself in the corporate world primarily through partnerships with companies like IBM. Apple has been cooperating with this technology corporation since last year, and as a result of the cooperation of these two companies, a number of specialized applications were created that play their role across all possible economic sectors, including retail, banking, insurance or aviation. IBM takes care of programming the applications, and Apple then supplies them with an attractive and intuitive user interface. IBM sells iOS devices to corporate customers with pre-installed special software.
Server Re / Code Cook earlier he said: “We're good at building a simple user experience and making devices. The deep industry expertise needed to transform the corporate world is not in our DNA. It's in IBM's DNA.” For Apple, this was a rare admission of weakness, but also an example of Cook's leadership style, which embraces partnerships to enter industries that Apple could not reshape on its own.
As part of the mentioned BoxWorks conference, Cook then added to his earlier statement by saying that Apple does not have a deeper understanding of enterprise software. “In order to achieve great things and give customers great tools, we need to work with great people.” When it came to just such partnerships, Cook said his company was open to partnering with anyone who would help Apple strengthen its products and tools for the sphere business.
Cook then commented specifically on the cooperation with Microsoft: "We are still competing, but Apple and Microsoft can be allies in more areas than in which they are rivals. Partnering with Microsoft is great for our customers. That's why we do it. I'm not one for grudges.'
However, these much warmer relations between Apple and Microsoft do not mean that Tim Cook agrees with the company from Redmond in everything. The head of Apple has a completely different opinion, for example, on merging mobile and desktop operating systems. "We don't believe in one operating system for phone and PC like Microsoft does. We think something like this destroys both systems. We don't intend to mix the systems." So, although the operating systems iOS and OS X have been getting closer and closer in recent years, we don't have to wait for their complete fusion and a unified system for iPhones, iPads and Macs.
That guy with those cloud socks and colorful sneakers has no taste at all. He looks like a beech tree.
...the fact that it does not compete with Microsoft is clearly visible in the state and functions of Apple iWork (mainly Pages) ... I want to cry