Technologies

Tim Cook was named Apple’s CEO 10 years ago. Here are three things he changed

The company we know as Apple looks and acts a lot like the one we all remember from the Steve Jobs-era. But it’s also very different.

In 2012, less than a year after being named CEO of Apple, Tim Cook sat down for an interview with NBC News. He discussed the basics you’d expect about iPhones and Apple stores and even made a surprise announcement that the tech giant would begin assembling some Mac computers in Texas rather than China. Cook also made clear during the interview that, while he understood the responsibility he had to lead one of the world’s most closely watched companies, he wasn’t going to try to emulate its iconic co-founder, Steve Jobs.

«One of the things he did for me — that removed a gigantic burden that would have existed — is that he told me, on a couple occasions before he passed away, to never question what he would have done,» Cook said. «Never ask the question ‘what Steve would do’ — just do what’s right.»

Over the past decade, Cook has waded into culture and politics far more than Jobs ever seemed to do. He came out as gay in 2014 and started giving speeches decrying discrimination across the country. He even walked the tight rope as a social critic of Donald Trump’s policies as president between 2017 and 2021, while attempting to protect Apple’s business from harsh import tariffs.

All the while, Cook kept up Apple’s slow and steady drumbeat of incremental innovation, leading teams that introduced seemingly small improvements over iPhones year after year. Now, Apple in the Cook-era sells some of the most well-respected phone cameras in the industry. And it’s one of the few device makers that builds the computer processing brains that power its phones and computers, too. Those chips, dubbed the A14 and M1 Apple Silicon chips, are considered among the best, as well.

All this has helped to turn Apple into one of the most highly valued companies in the world. Wall Street puts the company at just under $2.5 trillion. And Apple’s $57 billion in profits from $274.5 billion in revenues last year dwarf the $26 billion in earnings the company posted a decade ago, from $108.2 billion in revenue.

Here are three ways Cook changed Apple.

More political

A decade ago, it was very unusual to see a high-profile tech industry leader exchange anything but pleasant words with a world leader. But soon after Cook came out as gay in 2014, he started speaking out on a range of human rights issues. Not a year later, he penned a nearly 600-word piece that ran in The Washington Post addressing discrimination against the gay, lesbian, bisexual and transgendered communities.

«There’s something very dangerous happening in states across the country,» he wrote at the time.

Cook also joined 100 other tech executives from Twitter, LinkedIn, Facebook and Yelp who criticized laws in Indiana and Arkansas written to support «religious freedom» but that critics fear will encourage discrimination against the LGBTQ community.

During Trump’s time in office, Cook became a regular voice speaking out against the president’s immigration moves. He criticized Trump’s statements defending white supremacists and other extremists at a deadly rally in Charlottesville, Virginia. And Cook said Trump’s plans to ban transgender people from serving in the military were wrong.

«We are indebted to all who serve,» Cook wrote at the time. «Discrimination against anyone holds everyone back.»

But Cook was also shrewd with Trump, attending summits with the president and even inviting him to the company’s Mac Pro manufacturing plant in Austin, Texas.

«He’s a great executive,» Trump said once, according to a profile in the Wall Street Journal. «Others go out and hire very expensive consultants. Tim Cook calls Donald Trump directly.»

It hasn’t all gone smoothly. Most recently, Apple’s faced backlash from employees frustrated by how executives are handling return-to-work policies amid the coronavirus pandemic. Though Apple’s pushed back its target date to return to the office to January next year at the earliest, executives have pushed employees to regularly come into the office.

Some employees have also accused the company’s employee resources team of mishandling harassment, sexism, racism and other troubling issues among the company’s roughly 147,000 employees. They’ve banded together on Twitter under the hashtag #AppleToo, and created a website to draw attention to their concerns.

Other companies, including Google, Facebook and Uber, have also struggled to meaningfully respond to similar criticism.

More products

Apple’s long been known for its comparably small product lineup. Under Jobs, Apple served up consumer laptops and desktops, with its MacBooks and iMacs, and offered professional laptops and desktops, with the MacBook Pros and Mac Pros. It sold several different types of iPods as well, but only one version of the iPhone each year.

Under Cook, Apple’s expanded its product lineup to include two standard models of its iPhones, the $699 iPhone 12 Mini and $799 iPhone 12, which CNET’s Patrick Holland said was one of the best phone we’ve ever reviewed. There are also two «pro» models, the $999 iPhone 12 Pro and $1099 iPhone 12 Pro Max. And there’s the lower-cost $399 iPhone SE, which CNET called the best value for the dollar of any iPhone when it came out last year.

Apple also sells at least two different variants of its Apple Watch, not including partnerships with Nike and Hermes, three different AirPods headphones and four different iPads. And it was Cook who pushed Apple into the smartwatch market in the first place.

It’s hard to debate Apple’s success with these products, and it appears the company won’t be changing its approach much with its rumored upcoming iPhone 13 and iPads. And even though Apple’s often criticized for seemingly minimal updates each year, experts say the differences become dramatic when comparing devices further back in time.

«This is what most people don’t understand: Incremental is revolutionary for Apple,» Chris Deaver, who spent four years in human resources working with Apple research teams, told the Wall Street Journal in a story published last year. «Once they enter a category with a simply elegant solution, they can start charting the course and owning that space. No need to break speed records, just do it organically.»

More ambition

Perhaps the most dramatic changes Cook’s made are to what Apple sells us.

Jobs reveled in selling products people could touch and feel, focusing primarily on software as a means to make them work better. He even referenced the computer scientist Alan Kay when introducing the first iPhone in 2007. «‘People who are really serious about software should make their own hardware,» Jobs said, quoting Kay. «Alan said this 30 years ago, and this is how we feel about it.»

Under Cook, Apple’s approach hasn’t changed so much as it’s expanded. To help Apple’s products stand out, Cook in 2019 pushed his company to start offering monthly services ranging from a $10 per month magazine and newspaper aggregation service called Apple News Plus to a $5 monthly gaming service called Apple Arcade, and most recently, $10 per month Apple Fitness Plus workout classes.

Cook promised his company’s $5 per month Apple TV Plus video subscription service would be «unlike anything that’s been done before» when it launched in 2019.

Apple hasn’t said how many people pay for Apple TV Plus subscriptions but has increasingly drawn attention to its overall services business, which in the three months ended June 26 this year pulled in nearly $17.5 billion in revenue. That’s more than Apple’s Mac and iPad businesses combined. It’s also up nearly 33% from the same time a year earlier despite the COVID-19 pandemic, which has has upended billions of people’s lives around the world.

«We’re continuing to stay focused on supporting the global response to the pandemic and delivering the best products and services for people,» Cook said on a July conference call with analysts. «Our greatest source of inspiration, isn’t technology itself, but help people use it in their own lives in ways, great and small, to write a novel or to read one to care for an ailing patient or see a doctor virtually to track their heart rate on a jog or to train for the Olympics.»

Technologies

Today’s NYT Mini Crossword Answers for Monday, May 19

Here are the answers for The New York Times Mini Crossword for May 19.

Looking for the most recent Mini Crossword answer? Click here for today’s Mini Crossword hints, as well as our daily answers and hints for The New York Times Wordle, Strands, Connections and Connections: Sports Edition puzzles.

Today’s NYT Mini Crossword is pretty easy. 5-Across, «one for whom every day is Boxing Day,» stumped me because I really wanted the answer to have something to do with cats. (Spoiler: It did not.) Need some help with today’s Mini Crossword? Read on. And if you could use some hints and guidance for daily solving, check out our Mini Crossword tips.

The Mini Crossword is just one of many games in the Times’ games collection. If you’re looking for today’s Wordle, Connections, Connections: Sports Edition and Strands answers, you can visit CNET’s NYT puzzle hints page.

Read more: Tips and Tricks for Solving The New York Times Mini Crossword

Let’s get at those Mini Crossword clues and answers.

Mini across clues and answers

1A clue: Network satirized on «30 Rock,» for short
Answer: NBC

4A clue: Sport played on horseback
Answer: POLO

5A clue: One for whom every day is Boxing Day?
Answer: MOVED

6A clue: Like correct letters in Wordle
Answer: GREEN

7A clue: Blend together
Answer: MELD

Mini down clues and answers

1D clue: «Invisible Man» or «Little Women»
Answer: NOVEL

2D clue: Run in the wash
Answer: BLEED

3D clue: What bourbon whiskey is primarily made from
Answer: CORN

4D clue: Tiny hole in the skin
Answer: PORE

5D clue: Longtime movie studio acquired by Amazon in 2022
Answer: MGM

How to play more Mini Crosswords

The New York Times Games section offers a large number of online games, but only some of them are free for all to play. You can play the current day’s Mini Crossword for free, but you’ll need a subscription to the Times Games section to play older puzzles from the archives.

Technologies

Today’s NYT Connections: Sports Edition Hints and Answers for May 19, #238

Hints and answers for the NYT Connections: Sports Edition puzzle, No. 238, for May 19.

Looking for the most recent regular Connections answers? Click here for today’s Connections hints, as well as our daily answers and hints for The New York Times Mini Crossword, Wordle and Strands puzzles.

Connections: Sports Edition might be tough today if, like me, you don’t know what «loge» means. Read on for hints and the answers.

Connections: Sports Edition is out of beta now, making its debut on Super Bowl Sunday, Feb. 9. That’s a sign that the game has earned enough loyal players that The Athletic, the subscription-based sports journalism site owned by the Times, will continue to publish it. It doesn’t show up in the NYT Games app but now appears in The Athletic’s own app. Or you can continue to play it free online.

Read more: NYT Connections: Sports Edition Puzzle Comes Out of Beta

Hints for today’s Connections: Sports Edition groups

Here are four hints for the groupings in today’s Connections: Sports Edition puzzle, ranked from the easiest yellow group to the tough (and sometimes bizarre) purple group.

Yellow group hint: Brag.

Green group hint: Where’s my seat?

Blue group hint: City that never sleeps.

Purple group hint: Opposite of go.

Answers for today’s Connections: Sports Edition groups

Yellow group: Boast

Green group: Stadium seating sections

Blue group: New York Knicks

Purple group: ____ stop

Read more: Wordle Cheat Sheet: Here Are the Most Popular Letters Used in English Words

What are today’s Connections: Sports Edition answers?

The yellow words in today’s Connections

The theme is boast. The four answers are crow, gloat, grandstand and showboat.

The green words in today’s Connections

The theme is stadium seating sections. The four answers are bleacher, loge, suites and upper deck.

The blue words in today’s Connections

The theme is New York Knicks. The four answers are Bridges, Hart, McBride and Towns.

The purple words in today’s Connections

The theme is ____ stop. The four answers are back, jump, pit and short.

Technologies

Blade Runner: 18-Rotor «Volocopter» Moving from Concept to Prototype

It may look "nutty" and like a "blender," but the designers say the craft could challenge helicopters

Inventor and physicist Thomas Senkel created an Internet sensation with the October 2011 video of his maiden—and only—test flight of a spidery proof-of-concept 16-rotor helicopter dubbed Multicopter 1. Now the maker of the experimental personal aviation craft, the European start-up e-volo, is back with a revised «volocopter» design that adds two more rotors, a serial hybrid drive and long-term plans for going to 100 percent battery power.

The new design calls for 1.8-meter, 0.5-kilogram carbon-fiber blades, each paired with a motor. They are arrayed around a hub in two concentric circles over a boxy one- or two-person cockpit.

After awarding the volocopter concept a Lindbergh Prize for Innovation in April, Yolanka Wulff, executive director of The Charles A. and Anne Morrow Lindbergh Foundation, admitted the idea of the multi-blade chopper at first seems «nutty.» Looking beyond the novel appearance, however, she says, e-volo’s concept excels in safety, energy efficiency and simplicity, which were the bases of the prize.

All three attributes arrive thanks largely to evolo’s removal of classic helicopter elements. First, the energy-robbing high-mass main rotor, transmission, tail boom and tail rotor are gone. The enormous blades over a normal chopper’s cabin create lift, but their mass creates a high degree of stress and wear on the craft. And the small tail rotor, perched vertically out on a boom behind the cabin, keeps the helicopter’s body from spinning in the opposite direction as the main blades, but it also eats up about 30 percent of a helicopter’s power.

The volocopter’s multiple rotor blades individually would not create the torque that a single large rotor produces, and they offer redundancy for safety. Hypothetically, the volocopter could fly with a few as 12 functioning rotors, as long as those rotors were not all clustered together on one side, says Senkel, the aircraft’s co-inventor and e-volo’s lead construction engineer.

Without the iconic two-prop configuration, the craft would be lighter, making it more fuel efficient and reducing the physical complexity of delivering power to the top and rear blades from a single engine. Nor would the volocopter need an energy-hungry transmission. In fact, «there will be no mechanical connection between the gas engine and the blades,» Senkel says. That means fewer points of energy loss and more redundancy for safety.

E-volo’s design eliminates the dependence on a single source of power to the blades. As a serial-hybrid vehicle, the volocopter would have a gas-fueled engine, in this case an engine capable of generating 50- to 75 kilowatts, typical of ultralight aircraft. Rather than mechanically drive the rotors, the engine would generate power for electric motors as well as charge onboard lithium batteries. Should it fail, the batteries are expected to provide enough backup power so the craft could make a controlled landing.

Whereas helicopters navigate by changing the pitch of the main and tail rotor blades, the volocopter’s maneuverability will depend on changing the speed of individual rotors. Although more complex, it is more precise in principle to control a craft using three to six redundant microcontrollers (in case one or more fails) interpreting instructions from a pilot using a game console–like joystick—instead of rudder pedals, a control stick and a throttle.

Wulff’s first impression about the volocopter’s design is not uncommon. E-volo’s computer-animated promotional videos of a gleaming white, carbon-fiber and fiberglass craft beneath a thatch of blades recall the many-winged would-be flying machines of the late 19th century. This point is not lost on Senkel.

«I understand these skeptical opinions,» he says. «The design concept looks like a blender. But we really are making a safe flying machine.»

That would be progress in itself. Multicopter 1 looked like something from an especially iffy episode of MacGyver, complete with landing gear that involved a silver yoga ball. Senkel rode seated amid all those rotors powered only by lithium batteries. Multicopter 1 generated an average of 20 kilowatts for hovering and was aloft for just a few minutes.

There’s a reason why the experimental craft flew briefly and only once.Senkel describes that first craft as «glued and screwed together.» Seated on the same platform as the spinning blades, he says, «I was aware of the fact that I will be dead, maybe. Besides, we showed that the concept works. What do we win if we fly it twice?» he asks rhetorically.

Other than putting the pilot safely below the blades, the revised volocopter design would operate largely the same as the initial prototype. The design calls for three to six redundant accelerometers and gyroscopes to measure the volocopter’s position and orientation, creating a feedback loop that gives the craft stability and makes it easier to fly, Senkel says.

The volocopter’s revised prototype under construction could debut as soon as next spring. The first production models, available in perhaps three years, are expected to fly for at least an hour at speeds exceeding 100 kilometers per hour and a minimum altitude of about 2,000 meters, still far shy of standard helicopter’s normal operating altitude of about 3,000 meters. «This could change our lives, but I don’t expect anything like that for 10 years,» Senkel adds.

Given that most of the technology needed to build the volocopter is already available, «this idea is fairly easy to realize,» says Carl Kühn, managing director of e-volo partner Smoto GmbH, a company that integrates electric drive systems and related components.

Like Senkel, Kühn has modest short-term expectations despite his repeated emphasis on the standard nature of the technology involved. «I guess that e-volo will have [a prototype] aircraft in three years that can do the job—that it will lift one or two persons from one point to another,» he says.

The biggest immediate limitations appear to be regulatory. For instance, European aviation regulators consider any electrical system greater than 60 volts to be high voltage and regulate such systems more aggressively, Kühn says. As a result, the volocopter will operate below that threshold. The craft will also need to weigh no more than 450 kilograms to remain in the ultralight category, which is likewise subject to fewer government aviation regulations, according to Senkel.

The Lindbergh Foundation’s Wulff says the organization’s judges felt e-volo had «a greater than 50 percent chance of succeeding, or they wouldn’t have given them the innovation award.» Asked if she would line up to fly one someday, she says, «I sure would. It looks very compelling to me.»