Tim Cook says Apple creates products ‘that make us proud’

Tim Cook WWDC 2020 earnest
Tim Cook told Apple shareholders that, “technology should help us leave the world better than we found it.”

CEO Tim Cook said Tuesday that Apple is, “made up of people who want to spend their lives making things that enrich the lives of others.” He described Apple’s identity at length in response to a question made during the company’s annual shareholders meeting on Tuesday.

Cook also answered questions about privacy and other topics.

Tim Cook lays out Apple’s optimistic vision

The iPhone-maker’s chief executive has very optimistic views, which is reflected in his thoughts on Apple’s identity. “Apple is about technology made by people and for people and with people’s well-being in mind,” he told shareholders. “At its best and most hopeful, technology should help us leave the world better than we found it.”

He wants Apple to make products employees can be proud of “because life is too short to do anything else.” A goal is products that make users more creative and more fulfilled.

But Cook points out their challenge is not getting distracted. “That means being comfortable saying no to a lot of things, and staying laser-focused on the areas where we know we can have the greatest impact,” said Apple’s CEO.

‘Innovation and privacy go hand in hand’

Shareholders used Tuesday’s meeting to ask other questions, too. One of these gave Cook an opportunity to speak about one of his favorite topics: privacy.

In his response, he made it clear that developing new products doesn’t inevitably mean exposing the personal information of users. “We believe innovation and privacy go hand in hand,” said Cook.

He cited the privacy “nutrition labels” recently added to the App Store. And the the option iPhone and iPad users will soon have to prevent apps from tracking them.

But Apple’s CEO also pointed out that even a company as huge as Apple has limitations on what it can accomplish alone. He then called on the U.S. government to pass comprehensive federal privacy legislation.

“At Apple, we believe our goals should always be to make things that help people live better, more fulfilled and more human lives,” said Cook. “We see privacy as fundamental to that, and we’ll always stand up for our principles in this area.”