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Cook's Apple: New Forms, New Jobs
9 Nov
Summary
- Apple devices transformed beyond original functions.
- Services business now exceeds $100 billion annually.
- New product categories and internal chip development emerged.
Under Tim Cook's leadership, Apple transformed its iconic products, introducing entirely new categories and expanding existing ones. The Apple Watch evolved from a notification device to a comprehensive health monitor with features like ECG and fall detection. AirPods also gained new functionalities, including hearing health tools and heart rate sensing.
Macs transitioned to Apple's own silicon, enhancing performance and power efficiency while unifying the ecosystem. The iPhone camera system advanced significantly with computational photography and advanced video capabilities. Apple Pay revolutionized payments and expanded to digital wallets holding IDs and keys.
Furthermore, Apple's services business grew exponentially, becoming a core revenue stream alongside the iPhone, encompassing the App Store, Apple Music, and Apple TV+. The introduction of the Vision Pro marked an exploration into spatial computing, aiming to create new computing platforms. AirTags leveraged Apple's vast network to become a leading item finder.
