Apple has recently been named as the most innovative company in the world by Fast Company. After naming Apple as the most innovative company, Fast Company interviewed Apple’s CEO Tim Cook and talked about the future of the most valuable firm in the world.
As per interview, Tim Cook believes that Apple needs to work with a long lead time. The company must source the appropriate silicon chips three to four years in advance. Hence, Cook admitted that Apple is working on some new products that won’t see the light of day until the 2020s.
Once Steve Jobs himself said that; “Good artists copy, great artists steal.” Amusing, wasn’t that? On the contrary, when Cook was asked in the interview about Apple’s strategy in following others, he replied;
“I wouldn’t say ‘follow. I wouldn’t use that word because that implies we waited for somebody to see what they were doing. What’s happening if you look under the sheets, which we probably don’t let people do, is that we start projects years before they come out.”
It’s a surprising statement as the Cupertino giant certainly has a reputation for being money hungry. The products company sells are of course quite expensive as compared to its competitors, but they are “innovative” as far as the company portrays. Tim Cook continued to support his above-mentioned arguments by claiming company’s products to be “modern one”, as he states,
“You could take every one of our products — iPod, iPhone, iPad, Apple Watch — they weren’t the first, but they were the first modern one, right?”
Apple continues to portray its image being an innovative one, irrespective of the fact what its consumers are going through. Apple has come under scrutiny on several occasions, most recent of them is the slow down of iPhones with old and worn batteries.