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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.»

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Technologies

Zelle App Is Gone. Use These Alternatives to Send Money Digitally

You still have lots of free ways to send money to friends and family electronically.

If Zelle has been your go-to app for sending money digitally, it’s time to find a new method. The digital payment app shut down on April 1.

That doesn’t mean you can’t use Zelle altogether, however. Zelle has only discontinued its standalone app. You can still send money using Zelle if your bank belongs to the Zelle network. You’ll just need to do it through your bank’s app or website. You also have other services to choose from. Here’s what you need to know about this change and your options moving forward.

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Deals are selected by the CNET Group commerce team, and may be unrelated to this article.

Why the Zelle app is shutting down

When Zelle launched in 2017, only about 60 US financial institutions offered the service by the end of that year. Today, that number exceeds 2,200. As a result, less than 2% of Zelle transactions occur through the standalone app. Zelle has been phasing out the ability to make transactions on its mobile app since October 2024.

«Today, the vast majority of people using Zelle to send money use it through their financial institution’s mobile app or online banking experience, and we believe this is the best place for Zelle transactions to occur,» Zelle said in an October 2024 press release. 

In December, Zelle was in the spotlight when the Consumer Financial Protected Bureau sued the company and three of the largest US banks for failing to protect consumers from widespread fraud on the peer-to-peer payment network. The lawsuit has since been dropped.

Other ways to send money digitally

You can still use Zelle through your bank’s app or website if it belongs to the Zelle network. You can also switch to another digital payment app, such as:

  • Apple Wallet
  • Cash App
  • PayPal
  • Venmo

Take some basic precautions when using Zelle or any other digital payment service. These apps are a frequent target for scammers, and Chase Bank has started blocking some Zelle payments it believes could be fraudulent. Only send money to people you know and trust, and watch for red flags like an urgent message claiming to be from your bank or an online ad for concert tickets that seem impossibly cheap.

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Technologies

Marvel Rivals Season 2 Starts Next Week, Devs Drop Big News

Emma Frost and Ultron are joining the Rivals roster in season 2, and developers are upping the pace to one new hero per month starting with season 3.

After surviving the endless night in New York City with the Fantastic Four, Marvel Rivals players are getting invited to the shores of Krakoa for the start of season 2 on April 11. The game dropped the first trailer for the new season, giving us our first official look at the new heroes, and a developer vision video dropped major news about the future of hero releases. 

The trailer features the former foe and sometimes-leader of the X-Men, Emma Frost, inviting people from across Rivals’ various timelines to the mutant nation of Krakoa, where everyone gets dressed up for a fancy gala — even Wolverine puts on a white tux. The event, however, is unceremoniously interrupted when Ultron shows up preaching extermination. 

We also got a look at some of the cosmetics in season 2, though it’s unclear which are from the shop and which might be in the battle pass. In addition to the dressed-up Wolverine, we also got looks at Magik and Psylocke in the traditional X-Men blue and yellow. Nonmutant guests are also getting in on the fun, with fancy attire for heroes like Cap, Widow and Luna Snow. 

New Heroes and balance changes in Marvel Rivals Season 2

Emma Frost joins the roster as a Vanguard. We don’t have detailed information about her abilities yet but expect that information to drop ahead of next week’s season launch. Ultron is coming in the season 2.5 update, which should be in late May. 

Some team-ups are changing in season 2, including three new team-up abilities that were previewed in the newest developer vision video. 

  • Emma Frost allows Magneto and Psylocke to create illusions of themselves.
  • Doctor Strange teams up with Scarlet Witch allowing her to use small portals to seemingly increase her damage output via a rapid-shooting alternate fire.  
  • Cap finally teams up with Bucky, allowing the Winter Soldier to leap to allies.

A few existing team-ups are getting adjustments, with Psylocke, Winter Soldier and Doctor Strange being removed from older team-ups in favor of new ones, and Namor moving from working with Luna’s anchor to Hulk’s to empower his ultimate with gamma energy. Two team-ups are being removed entirely: Magneto can no longer team up with Scarlet Witch, and Thor is no longer anchoring Cap and Storm.

The developers vaguely teased other balance changes, including buffs to Peni, Mister Fantastic and Moon Knight, with Strange trading offensive pressure for more survivability and Rocket getting more utility while Loki and Adam Warlock receive nerfs to their Regeneration Domain and Soul Bond abilities.

Future seasons will be shorter, which means more new heroes

One of the most surprising moments in the developer video was the announcement that, beginning with season 3, seasons will be two months long instead of roughly three. There has been a lot of discussion online about whether Rivals’ pace of new heroes (about eight per year based on three-month seasons) was sustainable. Well, apparently the Rivals devs took that personally and are cranking up that pace to a new hero every month, meaning 12 new heroes per year. 

This feels borderline ludicrous compared with other hero shooters that average about three new heroes per year, or even MOBAs like League of Legends, which has averaged about four new champions per year over the past five years. Rivals benefits from having an overflowing stable of Marvel characters to pull from rather than inventing their own hero concepts, and compared with Overwatch, the developers seem less worried about mechanical overlap in their heroes, as seen with many support ultimates. Still, a new hero every month feels unheard of for a hero shooter.

New Krakoa map and competitive changes

A new Krakoa-themed domination map is being added in season 2, and Yggsgard: Royal Palace (domination) and Tokyo 2099: Shin-Shibuya (convergence) will rotate out of the map pool for ranked modes, though they’ll still be available in quick play and custom games.

The threshold for competitive picks and bans, which currently only happen in diamond-ranked lobbies, will be lowered to gold 3. Players in Eternity or One Above All ranks will only be able to duo queue, instead of queuing with larger groups — a measure that’s likely intended to keep high-level teams from stomping lobbies. 

Speaking of ranks, season 2 will drop everyone by 9 divisions, which is equal to 3 ranks. That means players in Eternity will drop to diamond, and any players at platinum 3 or below will start their climb from bronze 3 again. (AGAIN… AGAIN.)

Rivals developers also announced that individual player performance will be weighted higher when determining competitive progress after a match, meaning if your stats outperform your team’s, you’ll earn more for winning and drop less for losing. This change can help elevate smurfs and other high-skill players in lower-ranked lobbies by getting them into their appropriate ranks faster. However, it can also lead to players stat-farming, instead of playing in a way that is most effective for winning games. Overall, given that Rivals doesn’t use any sort of competitive placement matches, this should be a net positive for the game.

Other announcements

Rivals is adding new skin recolors to certain hero skins and (finally) giving players the option to gift costumes to their friends so they can surprise someone for their birthday, which you definitely did not forget about.  

Missions are changing a bit, with the addition of weekly missions and a redistribution of where battle-pass-progressing chrono tokens are earned. The devs framed this as creating a «smoother expectation» of how to earn chrono tokens, but the surface-level description sounds like they’re just making it harder to earn battle pass progress over the season by tucking away more progress under missions with shorter time limits.

The developer vision update also gave us our first look at the competitive distribution, showing how many Rivals players are in each tier as of season 1.5. 

The Hellfire Gala trailer says season 2 will start on April 11. While it doesn’t give a specific start time, expect the between-seasons maintenance to finish sometime in the middle of the night in the US.

For more on Marvel Rivals, check out which heroes and roles you should play and how to get free skins.

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Technologies

Nintendo Switch 2 vs. Switch 1: Every Detail Compared

The Nintendo Switch 2’s official specs aren’t too different, but the new console has a lot of upgrades on the original Switch.

The Nintendo Switch 2 may look like its predecessor, but there’s been a lot of changes to its features and under the hood. The new console has «10x the graphics performance» compared to the original Switch, says Nvidia, which built the custom processor powering the Switch 2.  

The Switch 2, with a release date on June 5, is priced at $450 alone or $500 in a bundle with Mario Kart World, the headliner of the console’s launch games. Here’s all the info on how to preorder the Switch 2.

Note that we’re mostly comparing the Switch 2 to the original Switch 1 released in March 2017, because looping in the Switch Lite and Switch OLED gets complicated.

Design

Broadly, the Switch 2 is a larger version of its predecessor, with everything looking slightly inflated: bigger footprint, bigger screen, bigger Joy-Cons. 

Original Switch: The original Switch, with Joy-Cons slotted into the side rails, is a little over 9.4 inches wide, 4 inches tall, a little over half an inch thick and weighs about 10.5 ounces (297 grams). The Joy-Cons slide into place from the top of the device’s sides, while a thin wedge of plastic pops out of the back of the console to serve as a kickstand.

The Switch also came with a dock, which the console could slot into to for recharging and outputting to a TV or large display via HDMI port.  

Switch 2: The new Switch 2 is bigger in every way, but it has the same overall shape and layout as the original. The new Joy-Cons will indeed be held in place on the console magnetically, and connect to the console via pins. The new console also sports a wide U-shaped kickstand that spans almost its entire rear width, which can be moved around to prop up the Switch 2 at a variety of angles. Nintendo says the console has more powerful speakers, which we’re looking forward to testing.

The Switch 2’s dock is largely similar in function though it has rounded edges and an internal fan to cool down the console during long game sessions. More importantly, it can output games in 4K to TVs, but only for select games. 

Joy-Cons

The Joy-Cons were a marvel when they arrived on the first Switch, and while they’re functionally similar in its successor, there have been upgrades in the Switch 2’s controllers.

Original Switch: The Switch Joy-Cons are simple but powerful controllers that slid on and off the console via plastic rails, connecting and recharging via pins on the side. Detach and they become their own micro-controllers, with little shoulder buttons to boot.

Switch 2: The new console’s Joy-Cons are larger to fit the Switch 2, and lock into the side of the console via powerful magnets — there are small inward-facing buttons to the side of ZR and ZL to detach the controllers from the console. The larger-size Joy-Cons have longer L and R outside shoulder buttons, as well as much wider SL and SR internal shoulder buttons, which are accessible when detached from the console. 

And yes, you can use the Switch 2 Joy-Cons as mice by placing their inner edges flat on a surface. During the Nintendo Direct, we saw it being used to control active action games like the wheelchair basketball-simulating DragXDrive and strategy games like Civilization VII. 

Display size

Original Switch: The original Switch has a 6.2-inch LCD screen with 1,280×720-pixel resolution, which was reasonably impressive at launch in 2017 but has been outclassed by newer handhelds with sharper displays. The Switch OLED upgraded this with a larger 7-inch display showing deeper blacks and colors, but no upgrade in resolution. The Switch Lite has a 5.5-inch LCD screen.

Switch 2: Unsurprisingly, the Switch 2’s larger size means a larger display. The new console has a 7.9-inch 1080p LCD screen that can get up to 120Hz refresh rate in handheld mode, or up to 4K when docked and outputting to a TV. 

Why no OLED display? Possibly to save on costs… or possibly to give Nintendo room to release a Switch 2 OLED version down the line.

CPU/GPU

Original Switch: The original Switch runs on an Nvidia custom Tegra X1 processor split into four ARM Cortex A57 CPU cores, and according to Hackaday, there are four extra A53 cores that aren’t used. 

Switch 2: Once again, Nintendo hasn’t released any official info on the Switch 2’s specs, even after the Nintendo Direct reveal stream — and they most the company reveals is that it has a «custom processor made by Nvidia» on the Switch 2’s official specs page. Nvidia confirmed it also has a custom GPU, claiming that the new console has «10x the graphics performance» of the Switch 1, and the custom processor’s AI-powered features include Deep Learning Super Sampling (DLSS), face tracking and background removal for video chat and real-time ray tracing.

We do still have more supposed details from previous leaks. Months ago on X (formerly Twitter), leaker Zuby_Tech posted that the Switch 2’s CPU will be an eight-core Arm Cortex A78C. They also suggested that the GPU will be an Nvidia T239 Ampere, aligning with years of similar rumors reported on by Eurogamer and others about the custom chip, which derives from Nvidia’s Tegra line of chips for smartphones and mobile devices.

RAM and storage

Original Switch. The Switch has 4GB of LPDDR4 RAM and 32GB of onboard storage, expandable up to 2TB via microSD cards in the slot beneath the kickstand.

Switch 2: Even after the reveal stream, Nintendo didn’t release official specs for RAM. Leaker Zuby_Tech posted on X back in September suggesting the Switch 2 will have 12GB of LPDDR5 RAM and 256GB of onboard storage. That leak also suggested the new console will have two internal fans, up from the single one in the original Switch. 

Nintendo did confirm that the new console will have 256GB of onboard storage, which can be expanded with special microSD Express cards — sorry, your old Switch-compatible microSD cards won’t work on the Switch 2.

Battery life

Original Switch: The original Switch packs a 4,310-mAh battery, which gives between 4.5 and 9 hours of battery life depending on screen brightness and other factors.

Switch 2: Though Nintendo didn’t release details on the Switch 2’s capacity in the reveal stream, the company does list specs on its website, showing it packs a 5,220mAh battery. While that’s notably larger than the one in its predecessor, Nintendo estimates this will only get players between an estimated 2 and 6.5 hours, depending on games played.   

Ports

Original Switch: The first Switch sports a single USB-C port out the bottom, a 3.5mm headphone jack on the top and Wi-Fi 5 plus Bluetooth 4.1 connectivity. On the top is a slot at the top for Switch game cartridges as well as the microSD slot beneath the kickstand on the rear of the console.

Switch 2: The Switch 2 retains the original’s USB-C port on the bottom and 3.5mm jack on the top while adding another USB-C port topside, and now we know what it’s for: to connect with accessories like the Nintendo Switch Camera, a webcam-like camera on a stand to let you do Nintendo’s version of FaceTiming while you play games with your friends.

Nintendo hasn’t clarified the console’s connectivity options, and rumors are scarce on the subject. 

As for cartridges, Switch 2 will play some original Switch games in physical versions. The cartridge slot is to the right of the headphone jack in the above image, which is where the slot is on the original Switch. You can tell game cartridges from the two console generations apart by color: ones for the new Switch 2 are red, while older Switch 1 games are black.

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