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At the end of August, it will be five years since Tim Cook took over the leadership of Apple. Although Apple has since become the most valuable and richest company in the world, and its influence is now much greater than ever before, Cook's Apple is constantly criticized for not introducing any truly revolutionary products yet and for its lack of innovation. The critical voices are most pronounced now, as in April Apple reported lower quarterly financial results year-on-year for the first time in thirteen years. Some go so far as to see it as the beginning of the end for Apple, which has already been overtaken in the tech race by Google, Microsoft and Amazon.

Large text from FastCompany (hereafter FC) with interviews with Tim Cook, Eddy Cuo and Craig Federighi tries to outline the future of the company, which has not forgotten the basic values ​​of Jobs, but interprets them differently in individual instances. It portrays the current demeanor of Apple's top management as carefree in the face of the many apocalyptic scenarios flowing from media outlets as prominent as, for example, the magazine Forbes.

He gives at least two reasons for this: even though Apple's earnings in the second fiscal quarter of 2016 were 13 percent lower than a year earlier, it still exceeds the earnings of Alphabet (Google's parent company) and Amazon combined. The profit was even higher than Alphabet, Amazon, Microsoft and Facebook combined. Moreover, according to FC he is planning a significant development in the company, which is only gaining momentum.

[su_pullquote align=”right”]The reason we can test iOS is Maps.[/su_pullquote]

It cannot be denied that many of Apple's new products face problems. The Apple Maps fiasco of 2012 is still hanging in the air, big and thin iPhones bend and have weird designs with a protruding camera lens, Apple Music is overwhelmed with buttons and features (although that will soon change), the new Apple TV sometimes has confusing controls. It is said that this is a result of the fact that Apple is embarking on too many things at once - more types of MacBooks, iPads and iPhones are being added, the range of services is constantly expanding, and it does not seem unrealistic that a car with an apple logo would appear.

But all this should rather be a part of Apple's future, which is bigger than even Jobs himself imagined. It also seems that when it comes to taking stock, it needs to be constantly reminded that many mistakes were also made under Jobs' leadership: the mouse of the first iMac was almost useless, the PowerMac G4 Cube was discontinued after only one year, the existence of the music social network Ping perhaps no one ever really knew. “Is Apple making more mistakes than it used to? I dare not say,” says Cook. "We never claimed to be perfect. We just said that's our goal. But sometimes we can't reach it. The most important thing is, do you have enough courage to admit your mistake? And will you change? The most important thing for me as an executive director is to keep my courage.”

After the embarrassment with the maps, Apple realized that they underestimated the whole project and looked at it too one-sidedly, almost literally not seeing beyond a few hills. But since maps were supposed to be an essential part of iOS, they were too important for Apple to rely on a third party. "We felt that maps are an integral part of our entire platform. There were so many features we wanted to build that depended on that technology, and we couldn't imagine being in a position where we didn't own it," Eddy Cue recounts.

In the end, it wasn't just more data of higher quality that was used to solve the problem, but an entirely new approach to development and testing. As a result, Apple first released a public test version of OS X in 2014 and iOS last year. "Maps is the reason you as a customer can test iOS," admits Cue, who oversees Apple's Maps development.

Jobs is said to have learned to appreciate incremental innovation towards the end of his life. This is closer to Cook and perhaps therefore more suitable for the leadership of the current Apple, which is developing, albeit less obviously, but steadily, he thinks FC. A change in approach to testing is an example of this. It does not represent a revolution, but it contributes to development. This one may seem like slow motion, as it lacks big jumps. But there must be favorable and hard-to-predict conditions for them (after all, the first iPhone and iPad did not become blockbusters far from immediately), and there must be a long-term effort behind them: "The world thinks that under Jobs we came up with groundbreaking things every year. Those products were developed over a long period of time," Cue points out.

More generally, the transformation of the current Apple can be traced through expansion and integration rather than in revolutionary leaps. Individual devices and services are growing and communicating more with each other in order to provide a comprehensive user experience. After returning to the company, Jobs also focused on offering an "experience" rather than a device with specific parameters and individual functions. That's why even now Apple maintains the aura of a cult that offers its members what they need, and vice versa, what it doesn't offer them, they don't need. Even as other technology companies try to approach a similar concept, Apple is built from the ground up and remains unaccomplished.

Artificial intelligence is one of the means of expanding the interaction between users and their devices, and at the same time probably the most prominent technological phenomenon today. At its last conference, Google demonstrated Android, which is ruled by Google Now right after the user, Amazon already presented Echo, a speaker with a voice assistant that can simply become part of the room.

Siri can easily be seen as the voice that spawns weather and time information on the other side of the world, but she is constantly improving and learning new things. Its usability has recently been extended by Apple Watch, CarPlay, Apple TV, and in the latest iPhones, the possibility to start it by voice command without the need to have it connected to power. It's more readily available and people use it more often. Compared to last year, it responds to twice as many commands and questions per week. With the latest iOS updates, developers are also gaining access to Siri, and Apple is trying to encourage its integration into the most useful functions with certain restrictions on its use.

FC the conclusion is that while Apple may appear to be behind in the development of artificial intelligence, it is in the best position of all to use artificial intelligence to significantly improve the user experience, because it is available everywhere. Cue says that "we want to be with you from the moment you wake up to the moment you decide to go to bed". Cook paraphrases him: "Our strategy is to help you in every way we can, whether you're sitting in your living room, at your computer, in your car or working on your mobile."

Apple is now more holistic than ever before. What it primarily offers are not individual devices so much as a network of hardware, software and services, all of which are further connected to networks of other companies' services and applications.

Among other things, this means that even if fewer devices are sold, Apple can entice customers to spend on its services. Apple Store in July had its most successful month ever, and Apple Music became the second largest streaming service immediately after launch. Apple services have now greater turnover than all of Facebook and is 12 percent of the company's total turnover. At the same time, they only appear as some kind of accessories, on the second track. But they have an impact on the entire ecosystem of society. Cook notes, "That's what Apple is so good at: making products out of things and bringing them to you so you can get involved."

Maybe Apple will never make another iPhone: “The iPhone has become part of the biggest electronics business in the world. Why is he like that? Because eventually everyone will have one. There aren't many things like that,” says Cook. However, this does not mean that Apple does not have room for continued growth. It is currently beginning to penetrate the automotive industry and healthcare – both of which are multi-billion dollar markets worldwide.

Finally, it should be mentioned that Apple has long been a deliberate revolutionary, and its main strength lies in the ability to expand its horizons and adapt to new things. Craig Federighi sums it up by saying, "We are a company that has learned and adapted by expanding into new areas."

For Apple management, new insights are even more important than new products as such, because they can be used many times in the future. When confronted with questions about abandoning the company's roots and lackluster financial results, Tim Cook states: “The reason for our existence is the same as it has always been. To create the best products in the world that truly enrich people's lives.”

It's often not immediately obvious, but from a longer-term perspective, Apple is also trying to invest heavily for greater earnings. Even in today's Apple, there is clearly room for vision, but it manifests itself differently, through continuous progress and interconnection.

Source: Fast Company
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