In

troduction
Back Ground
Timothy Donald "Tim" Cook was born on November 1, 1960 in Alabama

United

States; He

was

baptized

in

a Baptist Church and

grew

up

in

nearby Robertsdale from his father, Donald, was a shipyard worker, and his
mother, Geraldine, worked at a pharmacy.
Cook graduated from Robertsdale High School., Tim Cook graduated from
Auburn University with a bachelor's degree in industrial engineering in 1982, and
went on to earn an M.B.A. from Duke University's Fuqua School of Business in
1988. Following a 12-year career at IBMs personal computer business, ultimately
serving as the director of North American fulfillment, in 1994, Cook became a
chief operating officer (Reseller Division) at Intelligent Electronics. He then

worked for Compaq as vice president of corporate materials, procuring and

managing product inventory. After six months at Compaq, Cook left his position
and Tim Cook was asked to join Apple by Steve Jobs in 1998
In a commencement speech at Auburn University, Cook said my most significant
discovery so far in my life was the result of one single decision: my decision to
join Apple, after meeting Jobs for the first time: On that day in early 1998 I
listened to my intuition, not the left side of my brain or for that matter even the
people who knew me best... no more than five minutes into my initial interview
with Steve, I wanted to throw caution and logic to the wind and join Apple. My
intuition already knew that joining Apple was a once in a life time opportunity to
work for the creative genius, and to be on the executive team that could resurrect
a great American company."

Tim Cooks contribution to Apple

After Cook joined Apple in March 1998 his first assignment was Senior Vice
President for worldwide operations. In relation to the role, Cook was quoted as
saying: "You kind of want to manage it like you're in the dairy business. If it gets
past its freshness date, you have a problem".
But Cook's decision to join Apple wasn't an easy one: He began working for
Apple in early 1998, before the company had developed the likes of the iMac,
iPod, iPhone or iPad, and when it was seeing declining profits instead of profit
growth. According to Cook, prior to accepting his job at Apple, he was actually

dissuaded from taking the job, and was told that the company's future looked very
bleak: "While Apple did make Macs, the company had been losing sales for years
and was commonly considered to be on the verge of extinction. Only a few
months before I'd accepted the job at Apple, Michael Dell, the founder and CEO
of Dell Computer, was publicly asked what he would do to fix Apple, and he
responded, 'I'd shut it down and give the money back to the shareholders,'" Cook
explained to Auburn graduates in 2010.
Cook closed factories and warehouses, replacing them with contract
manufacturers, causing a reduction in the company's inventory, from months to
days. Predicting its importance, his group invested in long-term deals such as
advance investment in flash memory from 2005 onwards, guaranteeing stable
supply of what became a key iPod Nano, then iPhone and iPad component.
Competitors at HP, describing their cancelled TouchPad tablet computer, later
said that it was made from "cast-off reject iPad parts." Cook's actions were
credited with keeping costs under control and, combined with the company's
design and marketing savvy, generated huge profits.
Soon after Cook came on board, however, things began to look a little brighter at
Apple. As the corporation's chief operating officer, Cook was responsible for
managing all sales and operations worldwide, including sales activities, and
service and support. He was also a leader of the company's Macintosh division
and in developing reseller/supplier relationship strategies. Less than a year after
Cook his Apple debut, the corporation was reporting profits (fiscal year 1998)
an extraordinary shift from its fiscal 1997 report showed a net loss of $1 billion
from the prior fiscal year.

In January 2007, Cook was promoted to lead operations and served as Chief
Executive in 2009, while Jobs was away on a leave of absence to manage his
health.
Apple chief executive (2011-present)
After Jobs resigned as CEO and became chairman of the board, Cook was named
the new Chief Executive Officer of Apple Inc. on August 24, 2011. Six weeks
later, on October 5, 2011, Jobs died because of complications from pancreatic
cancer. Forbes contributor Robin Ferracone wrote in September 2011: "Jobs and
Cook proceeded to forge a strong partnership, and rescued the company from its
death spiral, which took it from $11 billion in revenue in 1995 down to less than
$6 billion in 1998. Under their leadership; the company went from its nadir to a
remarkable $100 billion today".In April 2012, Time included Cook on its annual
"100 Most Influential People in the World" list.
On October 29, 2012, Cook made major changes to the company's executive
team. Scott Forstall resigned as senior vice president of iOS, and became an
advisor to Cook until he eventually departed from the company in 2013. John
Browett, who was Senior VP of retail, was dismissed six months after he
commenced at Apple, when he received 100,000 shares worth US$60
million. Forstall's duties were divided among four other Apple executives: design
SVP Sir Jonathan Ive assumed leadership of Apple's human interface team; Craig
Federighi became the new head of iOS software engineering; services chief Eddy
Cue became responsible for Maps and Siri; and Bob Mansfield, previously SVP
of hardware engineering, became the head of a new technology group.
Cook's executive changes occurred after the third quarter of the fiscal year , when
revenues and profits grew less than predicted. One commentator said that Forstall

was forced to step down, as Cook "decided to lance the boil as internal politics
and dissent reached a key pitch". Since becoming CEO, Cook focused upon
building a harmonious culture that meant "weeding out people with disagreeable
personalitiespeople Jobs tolerated and even held close, like Forstall"; although,
another journalist said that "Apple's ability to innovate came from tension and
disagreement."
On February 28, 2014, Cook made headlines when he challenged shareholders to
"get out of the stock" if they didn't share the company's views on sustainability
and climate change.
In May 2014, Apple announced its biggest acquisition to date when it bought
Beats Music and Beats Electronics for $3 billion. As part of the deal, Beats cofounders Dr. Dre and Jimmy Iovine would join Apple in executive roles. In a
letter to Apple employees, Cook said, This afternoon we announced that Apple is
acquiring Beats Music and Beats Electronics, two fast-growing businesses which
complement our product line and will help extend the Apple ecosystem in the
future. Bringing our companies together paves the way for amazing developments
which our customers will love.
Following this in June 2014, at the Worldwide Developers Conference, Cook
announced the latest version of the Apple operating system for desktop and
mobile, OSX Yosemite. In September of the same year, Cook unveiled the iPhone
6 and iPhone 6 Plus, both of which have larger screen sizes and come with new
features such Apple Pay and Burst Selfies. He also announced the first new
product under his reign, a wearable device to track fitness and health, the Apple
Watch, which will be available for purchase in 2015.

In May 2016, Cook traveled to China to meet with government

officials there after the closure of Apple's online iTunes Store and
iBooks store by the Chinese government.

Apple History
Apple

was

established

on

April

1,

1976,

by Steve

Jobs, Steve

Wozniak and Ronald Wayne to sell the Apple I personal computer kit. The Apple
I kits were computers single-handedly designed and hand-built by Wozniak and
first shown to the public at the Homebrew Computer Club. The Apple I was sold
as a motherboard (with CPU, RAM, and basic textual-video chips), which was
less than what is now considered a complete personal computer. The Apple I went
on sale in July 1976 and was market-priced at $666.66 ($2,777 in 2016 dollars,
adjusted for inflation).
Apple was incorporated January 3, 1977, without Wayne, who sold his share of
the company back to Jobs and Wozniak for $800. Multimillionaire Mike
Markkula provided essential business expertise and funding of $250,000 during
the incorporation of Apple.
Now a days by improving its products and expanding market share within and
outside the country, it is the world's largest information technology company by
revenue and the world's second-largest mobile phone manufacturer .

Table1. To show the improvements the products of apple 1976

SI.N
O
1
2
3

Name of new version

released
The Apple I
The Apple II

Years new version

released
1976
1977
1993

The Newton Message Pad

iPods

2001

5
6
7
8

iPhone
iOS 4.2.1
The iPad 2
The iPad 3

2007
2010
March 2, 2011
March 16, 2012.

The iPad 4 and iPad

October 23, 2012

10
11
12

Mini
The iOS 7.0
June 3, 2013.
iPad Air and iPad Mini 2
October 23, 2013
iPad Air 2 and iPad Mini October 2014

13

3
iPad Pro

On November
11, 2015

present

to

Finance
Apple is the world's largest information technology company by revenue and
the world's second-largest mobile phone manufacturer. It is also the largest
publicly traded corporation in the world by market capitalization, with an
estimated market capitalization of $446 billion by January 2014. On February 17,
2015, Apple became the first US corporation to be valued at over $750B. As of
March 2016, Apple maintains 475 retail stores in seventeen countries, of which
207 are outside the U.S., as well as the online Apple Store and iTunes Store, the

latter of which is the world's largest music retailer. It employs 115,000 permanent
full-time employees as of July 2015 and 3,300 temporary full-time employees as
of September 2012 worldwide.
In its fiscal year ending in September 2011, Apple Inc. reported a total of $108
billion in annual revenuesa significant increase from its 2010 revenues of $65
billionand nearly $82 billion in cash reserves. On March 19, 2012, Apple
announced plans for a $2.65-per-share dividend beginning in fourth quarter of
2012, per approval by their board of directors. On September 2012, Apple reached
a record share price of more than $705 and closed at above 700. With
936,596,000 outstanding shares (as of June 30, 2012),
The company's worldwide annual revenue in 2013 totaled $170 billion. In May
2013, Apple entered the top ten of the Fortune 500 list of companies for the first
time, rising 11 places above its 2012 ranking to take the sixth position. As of
2016, Apple has around US$234 billion of cash and marketable securities, of
which 90% is located outside the United States for tax purposes.
Apple amassed 65% of all profits made by the eight largest worldwide
Smartphone manufacturers in quarter one of 2014, according to a report
by Canaccord Genuity. In the first quarter of 2015, the company garnered 92% of
all earnings made by the eight largest global Smartphone makers.
Leadership style
As Apple Inc. CEO, Cook regularly begins sending emails at 4:30 a.m. and
previously held Sunday-night staff meetings by telephone to prepare for the next
week. Cook shared in May 2013 that his leadership strategy focused on people,
strategy, and execution; he explained, "If you get those three rights the world is a

great place." Under Cook's leadership, Apple has increased its donations to
charity, and in 2013, he hired Lisa Jackson, formerly the head of
the Environmental Protection Agency, to assist Apple with the development of its
renewable energy activities
Salary
In November 2011, Cook was named one of Forbes magazine's "World's Most
Powerful People." According to an April 2012 article in The New York Times,
Cook was the highest-paid CEO among large publicly traded companies in 2012.
While his salary at Apple amounts to around $900,000, Cook reportedly brings in
several millions of dollars annually due to other forms of compensation, including
stock awards and bonuses. In 2011, Cook reportedly made $378 million in total
compensation.
Personal life
Cook is a fitness enthusiast and enjoys hiking, cycling, and going to the gym.
Cook is known for being mostly solitary. He uses an off-campus fitness center for
privacy, and very little is publicly known of his personal life. He explained in
October 2014 that he has sought to achieve a "basic level of privacy". Cook was
misdiagnosed with multiple sclerosis in 1996, an incident he said made him "see
the world in a different way". He has since taken part in charity fundraising, such
as cycle races to raise money for the disease. Cook later told an Auburn alumni
magazine that his symptoms came from "lugging a lot of incredibly heavy
luggage around."

In 2009, Cook claimed he offered a portion of his liver to Jobs, since both share a
rare blood type. Cook claims Jobs responded by yelling, "I'll never let you do that.
I'll never do that."
While delivering the 2010 commencement speech at Auburn University, Cook
emphasized the importance of intuition during significant decision-making
processes in his life, and further explained that preparation and hard work are also
necessary to execute on intuition.
Philanthropy
According to Fortune, Cook has Apple stock worth about $120 million
and options with a value of $665 million. In March 2015, he said he planned to
donate his entire stock fortune to charity.
Awards and honors

Financial Times Person of the Year (2014)

Ripple of Change Award (2015)

Fortune Magazine's: World's Greatest Leader. (2015)

Alabama Academy of Honor: Inductee. (2015)

Human Rights Campaign's Visibility Award (2015)

References
From Wikipedia, the free encyclopedia
http://www.biography.com/people/tim-cook-20967297

http://www.biography.com/people/tim-cook-20967297
Fact Check
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Citation Information
Tim Cook Biography
Author\

Article Title

Biography.com Editors
Website Name
The Biography.com website
URL

Access Date

December 14, 2016

Publisher
A&E Television Networks
Last Updated
October 28, 2015

Tim Cook was named CEO of Apple, Inc. on August 24, 2011, succeeding Steve
Jobs in that role after the co-founder of Apple passed away on October 5th, 2011.
Largely credited with having built up and optimized Apple's supply chain, Cook
acted as CEO when Steve Jobs took medical leave in early 2011.
Timothy D. Cook was born on November 1, 1960. He attended Auburn
University, earning a bachelor's degree in industrial engineering.

continued his education at Duke University, earning a master's degree in business

administration. He was hired by Apple in March of 1998, serving as the senior
vice president of worldwide operations.

Cook was hired to optimize Apple's supply chain, which suffered from poor
manufacturing and distribution channels. His ability to optimize the supply chain
allowed Apple to put out products with competitive prices. This was demonstrated
best with the release of the iPad, which debuted with a $499 entry price. This
ability to sell the device for such a low cost point and still make a profit helped
keep the competition in the tablet market at bay for the first year, with competing
manufacturers struggling to match both the technology and the price.
On Becoming CEO...
Cook took over day-to-day operations of Apple in January of 2011, with Steve
Jobs taking a medical leave. After Steve Jobs succumbed to pancreatic cancer,
Cook was officially named CEO of Apple, Inc.
In addition to producing new versions of the iPhone, iPad, iPod and Mac, Tim
Cook has managed several major events since taking over the position of CEO.
Apple declared a cash dividend of $2.65 per share, investing $100 million in an
effort to start building some Macs in the U.S. Cook also re-structured the senior
staff, including the exit of Scott Forstall, who was the senior vice president of
the iOS platform that powers the iPad and iPhone.
Cook also managed the company through its roughest waters in over a decade. A
break-up with Google led to Apple replacing Google Maps with Apple's own map
application, which was considered a major misstep by the company. The Apple
Maps app was riddled with bad data creating some confusion in using the maps
application and forcing Tim Cook to apologize for the problems. Slowing iPad
sales caused Apple to miss industry forecasts, and after reaching all-time highs,
Apple's stock price took a plunge starting in late 2012 and bottoming out in mid2013. The stock has sense rebounded.

In his time as CEO, Cook has expanded both the iPhone and iPad lineup. The
iPhone now features a regular-sized model and an "iPhone Plus" model, which
expands the size of the display to 5.5 inches measured diagonally. The iPad
lineup has introduced a 7.9-inch iPad "Mini" and an 12.9-inch iPad "Pro". But
Cook's biggest reveal was the Apple Watch, a smartwatch that had been rumored
to be in development for several years.
Compare the Different Models of the iPad
On Coming Out...
Amid the ongoing fight for same-sex couples to be legally married and sexual
preference to obtain equal rights in the workplace, Tim Cook came out as gay on
October 30th, 2014 in an editorial published in Bloomberg Businessweek.
While it was widely known in tech circles, Tim Cook's decision to officially
announce his sexual orientation made him one of the most high-profile gay men
in the world.
How to Become the Boss of Your iPad
re-iPad History
Apple began playing around with the idea of a tablet as far back as 1979 when
they released the Apple Graphics Tablet as an accessory to the Apple II.
This original tablet was designed as an aid for creating graphics, allowing the
artist to draw on a canvas.
The Newton Message Pad

Apple's involvement picked up steam in 1993 with the release of the Newton
Message Pad. This was during the non-Steve Jobs era of Applein 1985, Jobs
was forced out of Apple.
In 1996, Apple bought Steve Jobs's startup NeXT, bringing Jobs back to the Apple
organization in an informal capacity. Job resumed leadership of operations at
Apple in 1997 when CEO Gil Amelio was let go by the Apple Board of directors.
Jobs replaced Amelio as interim CEO and the Newton line was ultimately
discontinued in 1998.
The iPod Debuts- first public appreance
The first line of iPods was released on November 10, 2001, and would quickly
transform how we buy, store and listen to music. The iTunes music store opened
on April 28, 2003, allowing iPod owners to buy music online and download it to
their device. The iPod quickly became the most popular music player and helped
drag the music industry into the digital age.
The iPhone Is Announced
On January 9, 2007, Steve Jobs introduced the world to the iPhone. The iPhone
wasn't just a combination of the iPod and the smartphone; in true Apple fashion, it
was leaps and bounds above the smartphones of the day.
The iPhone operating system, later known as iOS, was developed to run all of
Apple's mobile devices, from the iPhone to the iPad to the iPod Touch.
The App Store Opens
The last piece of the pre-iPad puzzle opened on July 11, 2008: The App Store.

The iPhone 3G introduced the world to the idea of buying smartphone apps from
a centralized digital store.
The release of a free software development kit (SDK) combined with a powerful
operating system and great graphics caused an explosion of apps, giving Apple a
huge lead the app marketplace.
With the release of the iPod Touch and the second-generation iPhone, rumors
began to surge about an Apple tablet based on the iOS operating system. By the
time Apple released the iPhone 3GS, these rumors had really picked up steam.
The iPad Is Released
Since Steve Jobs second stint with the company, Apple became synonymous with
quality and simple but intuitive design. With their Mac line of PCs and laptops,
Apple also became synonymous with high price tags. The iPad's launch price
of $499 was lower than many expected.
It was Apple's highly optimized supply chain and distribution network that
allowed the iPad to ship with such a low price tag and still turn a profit for
Apple. The low price also put pressure on other manufacturers to match it, a task
difficult to accomplish while also attempting to rival the iPad's hardware and
features.
Tim Cook served as Senior Vice President of Worldwide Operations during this
period and was the architect behind Apple's supply chain.
Netflix Support of iPad
Netflix announced an app aimed at streaming content from their Watch Instantly
queue the day before the iPad's release. The Netflix app didn't arrive on the

iPhone until later that year, and it wasn't available on the Android platform until
over a year after the iPad was released.
Netflix's support of the iPad was a demonstration that the industry wouldn't just
port apps to the iPad, but would design them specifically for the larger device,
another asset that has helped the iPad remain on top.
iOS Evolves, Introduces Multitasking
One November 22, 2010, Apple released iOS 4.2.1, which added key features to
the iPad that had been introduced on the iPhone earlier that summer. Among these
features was limited multitasking, which allowed music to be played in the
background while using another app among other tasks, and the ability to create
folders.
The iPad sold 15 million units in 2010, and the App Store had 350,000 apps
available, 65,000 of which were designed specifically for the iPad.
The iPad 2 Is Released and Introduces Dual-Facing Cameras
The iPad 2 was announced on March 2, 2011 and released on March 11th. While
the original iPad was only available at Apple stores and through Apple.com when
it was released, the iPad 2 launched not only in Apple Stores, but also in retail
stores, including Best Buy and Wal-Mart.
The iPad 2 added dual-facing cameras, which brought the ability to video
conference with friends via the FaceTime app. The cameras also introduced the
iPad to augmented reality, which uses the camera to display the real world with
digital information written over it. A great example of this is Star Chart, which
maps the constellations as you move the iPad's camera across the sky.

The dual-facing cameras weren't the only additions to the iPad 2. Apple
turbocharged the CPU, adding a 1 GHz dual-core ARM Cortex-A9 processor and
doubling the amount of random access memory (RAM) from 256MB to 512MB.
This change in RAM allowed for larger applications, and it is the primary reason
why the later versions of iOS no longer supported the original iPad.
Other New Features and Tech for iPad 2
The iPad 2 also added the gyroscope, the Digital AV Adapter that allows the iPad
to be connected to HDMI devices, Airplays compatibility that allowed the iPad to
connect to a TV wirelessly through Apple TV, and the Smart Cover,
which wakes up the iPad upon removal.
A "Post-PC World" and the Passing of Steve Jobs
A theme of the iPad 2 announcement was the "Post-PC" world, with Steve Jobs
referring to the iPad as a "Post-PC" device. It was also the last iPad
announcement for Jobs, who passed away on October 5th, 2011.
In the fourth quarter of 2011, Apple sold 15.4 million iPads. By way of
comparison, Hewlett-Packard, who topped all other manufacturers during that
period, sold 15.1 PCs. By January 2012, the iPad's all time sales passed 50
million.
The "New" iPad (3rd Generation)
Continuing the theme of the "Post-PC" world, Tim Cook kicked off the
announcement of the iPad 3 on March 7, 2012, by talking about Apple's role in
the Post-PC revolution. This third generation iPad was officially released on
March 16th, 2012.

The New iPad upgraded the back-facing camera to a 5 megapixel "iSight" camera,
adding backside illumination, a 5-element lens, and hybrid IR filter. The camera
could shoot 1080p video with built-in video stabilization. To go along with the
upgraded camera, Apple released iPhoto, their popular photo editing software, for
the iPad.
The New iPad also brought a nice boost in connection speed by adding 4G
network compatibility.
Retina Display Comes to iPad
The iPad 3 brought the Retina Display to the iPad. The 2048 x 1536 resolution
gave the iPad the highest resolution of any mobile device at that time. To power
the increased resolution, the iPad 3 used a modified version of the iPad 2's A5
processor, dubbed the A5X, that contained a quad-core graphics processor.
Siri Misses the iPad 3 Boat
One key feature missing from the iPad 3 at release was Siri, which debuted with
the iPhone 4S the previous fall. Apple held Siri back to give it an iOS makeover,
finally releasing it for the iPad with the iOS 6.0 update. However, the iPad 3 did
get a key piece of Siri at release: voice dictation. The voice dictation feature was
available through the on-screen keyboard and could be used in most apps that
used the standard keyboard.
iOS 6 Brings New Features...and Flubs
The iOS 6 update constituted one of the biggest changes to the operating system
since iOS 2 added the App Store. Apple ended its partnership with Google,
replacing Google Maps with its own Maps app. While the 3D Maps app was

beautiful, the data behind it was a step down from Google Maps, leading to wrong
information and worse, incorrect directions.
iOS 6 also redesigned the App Store, which proved to be another unpopular move.
The iOS 6 update also added an improved Siri to the iPad. Among many changes,
the new Siri was able to get sports scores and reserve tables at restaurants,
integrating with Yelp information about those restaurants. Siri could even
update Twitter or Facebook and launch apps.
iPad 4 and iPad Mini Announced Simultaneously
On October 23rd, 2012, Apple held a product announcement most predicted
would feature the unveiling of the long-rumored iPad Mini. But Apple threw a
little bit of a curve ball by also announcing an upgraded iPad, dubbed the "iPad 4"
in the media.
The iPad 4 and iPad Mini both released Wi-Fi-only units on November 4th, 2012,
with 4G versions following two weeks later on November 16th. The iPad 4 and
iPad Mini combined for 3 million in sales on release day weekend and boosted
Apple's iPad sales to 22.9 million for the quarter.
The iPad 4 had an upgraded processor, the new A6X chip, which provided twice
the speed as the A5X chip in the previous iPad. It also featured an HD camera,
and introduced the new Lightning connector to the iPad, replacing the old 30-pin
connector standard in previous Apple iPads, iPhones and iPods.
The iPad Mini
The iPad Mini launched with a 7.9-inch display, which is slightly larger than other
7-inch tablets. It also had the same 1024x768 resolution as the iPad 2, giving the

iPad Mini some mixed reviews in a media that was hoping for the Retina Display
to make its way to the iPad Mini.
The iPad Mini kept the same dual-facing cameras, including the 5 MP iSight
back-facing camera, and supported 4G networks for data connectivity. But the
style of the iPad Mini was a departure from the larger iPads, with a smaller bevel
and a flatter, thinner design.
iOS 7.0
Apple announced iOS 7.0 at their annual Worldwide Developer's Conference on
June 3, 2013. The iOS 7.0 update features the biggest visual changes to the
operating system since its release, shifting to a flatter and more transparent style
for the interface.
The update included iTunes Radio, a new streaming service from Apple; AirDrop,
which will allow owners to share files wirelessly; and more options for apps to
share data.
iPad Air and iPad Mini 2
On October 23, 2013, Apple announced both the iPad Air and the iPad Mini 2.
The iPad Air was the fifth generation of iPads, while the iPad Mini 2 represented
the second generation of Minis. Both featured similar hardware, including the
new 64-bit Apple A7 chip.
The iPad Mini 2 featured the Retina Display that matched the full sized
iPad's 20481536 Retina Display resolution.
The iPad Air was released on November 1st and the iPad Mini 2 on November
12th of 2013.

iPad Air 2 and iPad Mini 3

October of 2014 saw the announcement of the next iterations in the iPad lines
with the iPad Air 2 and the iPad Mini 3. Both featured the new Touch ID
fingerprint authentication.
A new gold color option became available on the iPad Air 2 and the iPad Mini 3.
The iPad Mini 3 was very similar to its predecessor, save for the addition of
Touch ID, and utilized the A7 chip.
The iPad Air 2 got a RAM upgrade to 2GB, the first Apple device to go above
1GB of RAM, and an upgrade to the Apple A8X triple core CPU.
iPad Pro
On November 11, 2015, Apple released a third line of iPad products with the iPad
Pro. The iPad Pro featured a greater screen size12.9 inches with a 2732x2048
resolution Retina Display, the new A9X chip and 4GB of RAM.
Shortly after the 12.9-inch iPad Pro was released, a smaller 9.7-inch screen iPad
Pro was released on March 31, 2016. The smaller iPad Pro featured the same A9X
chip, but its smaller screen had a 2048x1536 Retina Display resolution.

1.

Tim

Cook, Apple

CEO, Auburn

University

Commencement

Speech 2010
It's a tremendous honor and a privilege for me to be here with all of you. To be
back to a place that really feels like home to me, and to be back to a place that
brings back so many fond memories. Auburn has played a key role in my life and
continues to mean a lot to me, as anyone who comes in my office at Apple or my
home in Palo Alto instantly discovers. I have so much Auburn memorabilia you
might think it was a California outpost for J&M or Anders. As thrilled as I am to
be here I stand before you knowing that the lives of many people here and even
more across our state and beyond are deeply affected by the tragedy off our
shores. I grew up on the Gulf Coast and my family still lives there and I want you
to know that my thoughts and hopes are with you. Also as thrilled as I am to be
here, I stand before you with a deep sense of humility both because of how I got
here and who is here. I am where I am in life because my parents sacrificed more
than they should have. Because of teachers, professors, friends, and mentors who
cared more than they had to. And because of Steve Jobs and Apple who have
provided me the opportunity to engage in truly meaningful work every day for
over 12 years. And I know that I'm offering words of advice in front of a faculty
whose ideas and research positively impact our lives. And I do so in a gathering
where the faculty is complemented by the hard-won wisdom of so many parents,
grandparents, and even great-grandparents that have been a source of incredible
inspiration for today's graduates. So bearing all that in mind I'll share some
personal discoveries with you that have at least served me well. Discoveries based
on this most improbable of journeys that I have been on. My most significant
discovery so far in my life was the result of one single decision: My decision to

join Apple. Working at Apple was never in any plan that I'd outlined for myself,
but was without a doubt the best decision that I ever made. There have been other
important decisions in my life, like my decision to come to Auburn. When I was
in high school some teachers advised me to attend Auburn, other teachers advised
me to attend the University of Alabama and, well, like I said some decisions are
pretty obvious. The decision to come to Apple which I made in early 1998 was
not so obvious. Since most of you graduates were 10 years old at the time you
may not realize that the Apple in early 1998 was very different than the Apple of
today. In 1998 there was no iPad or iMac or iPhone, there wasn't even an iPod--I
know it's hard to imagine life without iPods. While Apple did make Macs, the
company had been losing sales for years and was commonly considered to be on
the verge of extinction. Only a few months before I'd accepted the job at Apple,
Michael Dell, the founder and CEO of Dell Computer, was publicly asked what
he would do to fix Apple, and he responded "I'd shut it down and give the money
back to the shareholders." In making this statement what distinguished Michael
Dell was only that he had the courage to say what so many others believed. So
Apple was in a very different place than it is today, and my employer at the time,
Compaq Computer, was the largest personal computer company in the world. Not
only

was

Compaq

2 performing much better than Apple, it was headquartered in Texas and therefore
closer to Auburn football. Any purely rational consideration of cost and benefits
lined up in Compaq's favor, and the people who knew me best advised me to stay
at Compaq. One CEO I consulted felt so strongly about it he told me I would be a
fool to leave Compaq for Apple. In making the decision to come to Apple, I had to
think beyond my training as an engineer. Engineers are taught to make decisions
analytically and largely without emotion. When it comes to a decision between
alternatives we enumerate the cost and benefits and decide which one is better.
But there are times in our lives when the careful consideration of cost and benefits

just doesn't seem like the right way to make a decision. There are times in all of
our lives when a reliance on gut or intuition just seems more appropriate--when a
particular course of action just feels right. And interestingly I've discovered it's in
facing life's most important decisions that intuition seems the most indispensable
to getting it right. In turning important decisions over to intuition one has to give
up on the idea of developing a life plan that will bear any resemblance to what
ultimately unfolds. Intuition is something that occurs in the moment, and if you
are open to it. If you listen to it, it has the potential to direct or redirect you in a
way that is best for you. On that day in early 1998 I listened to my intuition, not
the left side of my brain or for that matter even the people who knew me best. It's
hard to know why I listened, I'm not even sure I know today, but no more than
five minutes into my initial interview with Steve, I wanted to throw caution and
logic to the wind and join Apple. My intuition already knew that joining Apple
was a once in a lifetime opportunity to work for the creative genius, and to be on
the executive team that could resurrect a great American company. If my intuition
had lost the struggle with my left brain, I'm not sure where I would be today, but
I'm certain I would not be standing in front of you. This was a surprising lesson. I
recall how uncertain I was at my own commencement about where my life would
lead. There was a part of me that very much wanted to have a 25-year plan as a
guide to life. When I went to business school we even had an exercise to do a 25year plan. I found mine, now 22 years old, in preparing for this commencement
address. Let's just say it wasn't worth the yellowed paper it was written on. I didn't
understand it then as a young MBA student, but life has a habit of throwing you
curve balls. Don't get me wrong--it's good to plan for the future, but if you're like
me and you occasionally want to swing for the fences you can't count on a
predictable life. But even if you can't plan, you can prepare. A great batter doesn't
know when the high-hanging curve ball is going to come, but he knows it will.
And he can prepare for what he will do when he gets it. Too often people think

about intuition as the same as relying on luck or faith. At least as I see it, nothing
could be further from the truth. Intuition (the ability to know some things by using
your feelings rather than considering) can tell you that of the doors that are open
to you, which one you should walk through. But intuition cannot prepare you for
what's on the other side of that door. Along these lines a quote that has always
resonated with me is one by Abraham Lincoln. He said "I will prepare, and some
day my chance will come." I have always believed this. It was this basic belief
that led me to Auburn to study industrial engineering, led me to co-op alternating
quarters while attending Auburn, led me to Duke to study business, and led me to
accept so many jobs and assignments that are too numerous to mention.
3 In business as in sports, the vast majority of victories are determined before the
beginning of the game. We rarely control the timing of opportunities, but we can
control our preparation. I feel Lincoln's quote is especially appropriate now, given
the state of the economy and the worry that I suspect a number of you must feel. I
had the same worry when I graduated in 1982 (yes, I am prehistoric, for the
record). But as many of the parents here will remember, the economy then bore
some strong similarities to the economy today. The unemployment rate was in the
double digits, we didn't have the collapse of Wall Street banks but we did have the
savings and loan crisis. I worried, as many of my classmates did, what the future
held for them. But what was true for Lincoln was true for those of us who
graduated in '82, and it is true for those of you graduating today. Prepare and your
chance will come. Just as all previous generations have done you will stand on the
shoulders of the generation that came before you. The generation of mine and
your parents. And you will achieve more and go farther. The fact that you are here
now at this great institution, in this great state, at this great moment for both you
and your families is a testament to the fact that your preparation has begun.
Continue to prepare yourselves as you have at Auburn, so when your gut tells you
"this is my moment," you are without a doubt ready. If you are prepared, when the

right door opens then it comes down to just one more thing: Make sure that your
execution lives up to your preparation. At least for me the second sentence of the
Auburn creed, "I believe in work, hard work" really resonates here and has been
one of my core beliefs for as long as I can remember. Though the sentiment is a
simple one, there's tremendous dignity and wisdom in these words, and they have
stood the test of time. As current events teach us, those who try to achieve success
without hard work ultimately deceive themselves, or worse, deceive others. I have
the good fortune to be surrounded by some brilliant, intuitive thinkers who create
the most elegant and extraordinary products in the world. For all of us intuition is
not a substitute for rigorous thinking and hard work: It is simply the lead-in. We
never take shortcuts. We attend to every detail. We follow where curiosity leads,
aware that the journey may be longer but will ultimately are more worthwhile. We
take risks knowing that risk will sometimes result in failure. But without the
possibility of failure, there is no possibility of success. We remember Albert
Einstein's words: "insanity is doing the same things over and over again and
expecting different results." When you put it all together, I know this: Intuition is
critical in virtually everything you do, but without relentless preparation, and
execution, it is meaningless. So those are my discoveries on the significance of
intuition, preparation, and hard work. For me they give rise to a simple principle
for the most important decisions in your life: Trust your intuition and then work
with everything you have to prove it right. Logic probably dictates that I end my
remarks here, but as I've said sometimes logic shouldn't prevail, and so I have one
last brief discovery to share with you. I think it is misleading to talk about success
without also referencing failure. I know of no one who has achieved something
significant without also in their own lives experiencing their share of hardship,
frustration, and regret. So don't believe that something in your past prevents you
from doing great work in the future. To all of you who doubt yourselves, I have
been

there

too,

and

although

today

I've

spent

4 time talking about a great decision, I've made some that are far from it. And like
many of you I've had my share of life's personal challenges and failures. But after
many miles on my journey I recognize that each of these difficult periods of life
passes, and with each we exit stronger and wiser. The old saying "This, too, shall
pass" has certainly proven true for me and I'm sure it'll hold true for anyone who
believes it. So paint in your mind the grandest vision where you want to go in life.
Prepare, trust in, and execute on your intuition. And don't get distracted by life's
potholes. Congratulations, class of 2010, this is your day. This is your moment.
You've received a first class education, from a first class institution.
Congratulations to your families and friends who have supported you. And as
important as this day is, make sure that you carry the Auburn spirit in the weeks,
months, and years ahead. Let your joy be in your journey--not in some distant
goal. And regardless of where your particular journey may lead you from this
moment forward, thank you for allowing me to play a small part in today.

OPENING STATEMENT OF TIM COOK CHIEF EXECUTIVE OFFICER

APPLE INC. BEFORE THE PERMANENT SUBCOMMITTEE ON
INVESTIGATIONS US SENATE MAY 21, 2013
1
Good Morning Chairman Levin, Ranking Member McCain, and Members of the
Subcommittee. I am proud to represent Apple before you today. Apple has
enjoyed unprecedented (that has never happened before) success over the past 10
years. The world wide popularity of our products has soared, and our international
revenues are now twice as large as our domestic revenues. As a result, Im often
asked if Apple still considers itself an American company.

My answer is always an emphatic yes. We are proud to be an American

company, and we are equally proud of our contributions to the U.S. economy.
Apple is a bit larger today than the company created by Steve Jobs in his parents
garage almost forty years ago. But that same entrepreneurial spirit drives
everything we do. You can tell the story of Apples success in just one word:
Innovation. Its what were known for products like iPhone and iPad, which
created entirely new markets. These products give customers something so
incredibly useful that many people cant imagine their lives without them.
You might be surprised to learn that most of that innovation takes place in a
single ZIP code: 95014. Thats Cupertino, California, where we have built an
amazing team the brightest, most creative people on the planet. They come to
work each day with one mission: to make the best products on Earth. Their job is
to dream up things that will capture the worlds imagination. One of those
inventions is the App Store. If youve ever used an iPhone or an iPad, you
know mobile apps are the hottest thing in technology today. Apps have made
software development one of the fastest growing job segments in our country.
We estimate the App Store has generated nearly 300,000 new jobs in the U.S. App
developers have earned over $9 billion from apps sold in the App Store, half in
the last year alone.
2 None of that economic activity existed five years ago. But Apple took a bold
step in developing the App Store, and the App Economy was born. Today, its a
multi-billion dollar marketplace that shows no signs of slowing.
We have chosen to keep the design and development of our revolutionary
products and the jobs that go with them right here in the United States. While
job growth stagnated around the country during the last decade, Apples U.S.
workforce grew fivefold. We now employ 50,000 people in the U.S. and have
employees in all 50 states. Apple has also created hundreds of thousands of jobs at

small and large businesses that support us in areas from manufacturing to the
people who deliver our products. Components for iPhones and iPads, for example,
are made in Texas, and glass for iPhones comes from Kentucky.
In total, Apple is responsible for creating or supporting 600,000 U.S. jobs.
Were using our earnings growth to invest billions of dollars in the U.S. to create
even more American jobs. Were investing $100 million to build a Mac product
line here in the U.S.
The product will be assembled in Texas, include components made in Illinois and
Florida, and rely on equipment produced in Kentucky and Michigan.
We have constructed one of the worlds largest data centers in North Carolina.
Reflecting our commitment to the environment, the data center is powered by the
largest solar farm and fuel cell of its kind in the U.S. Were building data centers
in Oregon and Nevada, a new campus in Texas and a new headquarters in
Cupertino. With all this growth and investment, Apple has become to the best of
our knowledge the largest corporate income taxpayer in the United States. Last
year, our U.S. federal cash effective tax rate was about 30.5%, and we paid the
U.S. Treasury nearly $6 billion in cash. Thats more than $16 million per day. We
expect to pay even more income tax this year.
3. I would like to explain very clearly how we view our responsibility with
respect to taxes:
Apple has real operations in real places, with Apple employees selling real
products to real customers.
We pay all the taxes we owe every single dollar.
We not only comply with the laws, but we comply with the spirit of the laws.
We dont depend on tax gimmicks.
We dont move intellectual property offshore and use it to sell products back
into the U.S. to avoid U.S. taxes.
We dont stash money on some Caribbean island.

We dont borrow money from our foreign subsidiaries to fund our U.S.
business in order to skirt the repatriation tax.
Our foreign subsidiaries hold 70% of our cash because of the rapid growth of our
international business. We use these earnings to fund our foreign operations, such
as spending billions of dollars to acquire new equipment to make Apple products,
and to finance construction of Apple retail stores around the world.
Under the current U.S. corporate tax system, it would be very expensive to
repatriate that cash. Unfortunately, the tax code has not kept up with the digital
age. The tax system handicaps
American corporations in relation to our foreign competitors who dont have such
constraints on the free flow of capital.
Apple is a company of strong values. We believe our extraordinary success brings
increased responsibilities to the communities where we live, work and sell our
products. We enthusiastically embrace the belief, as President Kennedy said, To
whom much is given, much is required. In addition to creating hundreds of
thousands of American jobs and developing products that deeply enrich the lives
of millions, Apple is a champion of human
rights, education and the environment.
4. Our belief that innovation should serve humanitys deepest values and highest
aspirations is not going to change. Apple is also a company of strong opinions.
While we have never had a large presence in Washington, we are deeply
committed to our countrys welfare. We believe great public policy can be a
catalyst for a better society and a stronger economy.
Apple has always believed in the simple, not the complex. You can see it in our
products and the way we conduct ourselves.
It is in this spirit that we recommend a dramatic simplification of the corporate tax
code. This reform should be revenue neutral, eliminate all corporate tax

expenditures, lower corporate income tax rates and implement a reasonable tax on
foreign earnings that allows the free flow of capital back to the U.S. We make this
recommendation with our eyes wide open, realizing this would likely increase
Apples U.S. taxes. But we strongly believe such comprehensive reform
would be fair to all taxpayers, would keep America globally competitive and
would promote U.S. economic growth.
My colleague, Peter Oppenheimer, will now make a few opening remarks, and
then we will be happy to answer your questions. Thank you.