Tim Cook: Pushing the iOS Agenda

Apple's iOS Agenda

Hey Tim Cook,

You know we believe you have an iOS Agenda.

We thought we’d give a couple more data points that led us to that conclusion. They’re about you, Tim.

We’ll start in 2012 with the quote from the The Wall Street Journal that made its way around the web.

Apple Chief Executive Tim Cook says he does 80% of the work of running the world’s most valuable company on an iPad.

“There’s no reason why everyone shouldn’t be like that,” Mr. Cook said in an interview, explaining why Apple struck a partnership with IBM to develop applications catered to big businesses, or enterprises. “Imagine enterprise apps being as simple as the consumer apps that we’ve all gotten used to. That’s the way it should be.”

Not only did you use the arrogant and evil ‘should’ word, you didn’t seem aware of how your statement was taken by the public.

Here’s what we heard:

I’m a CEO. I fly around the world reading e-mails and telling people what to do. When I get back to my office, or when I need to type a long letter or modify a spreadsheet, I use a Mac.

But that almost never happens anymore. I have people for that. Because I’m a CEO.

Instead of promoting both Macs and iPads as indispensable, and wonderful for their preferred uses, you touted the iPad and purposefully minimized the Mac.

In November of 2015, you doubled down. As quoted in The Telegraph,

“I think if you’re looking at a PC, why would you buy a PC anymore? No really, why would you buy one?”

What we heard:

I want to sell iPads. They run iOS. I don’t want to sell PCs, including Macs, because we want you to buy iOS devices. We have an agenda. iOS only. We control all apps that run on iOS. So buy iPads. Oh, and Mac users, you’re all troglodytes. Really. Basically idiots.

We’re pretty sure you didn’t intend that, but that’s what we heard.

And this quote from further down the article we believe is straight out false.

…as long as we cannibalise [ourselves], it’s fine,” Cook laughs.

It only applies to the products you want us to buy. From where we sit, you sure as heck don’t want Macs to cannibalize iPads. That’s one of the reasons your Mac updates have been half-assed and delayed. Your delays lead us to believe you didn’t mean Wintel when you said ‘PC’. You meant all PC’s, including Macs.

What happens when you ridicule, although unintentionally we believe, people into choosing a specific device, you end up looking maliciously manipulative. And you incite anger. And when you anger people in that way, the emotion sets and the actions go in the opposite direction.

We at HeyTimCook are long time Mac users. And we love our 11″ Macbook Airs. We do everything we need on those and our old 13″ Macbook Airs we bought years ago. Our iPads are in the cupboard.

Do you think your words made us want to go out an buy a new one?

Nope.

In the end, Tim, no one cares if you do 80% of your work on an iPad. Or 100%. Good for you.

We care how we do our work.

So ease off on your iOS Agenda. Focus on us. Focus on our needs. Because no matter the groupthink going on in Cupertino, the evidence indicates that you’re not.

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