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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

If You’re Flying for the Holidays, This Bluetooth Dongle Transforms In-Flight Movies, and It’s 35% Off for Black Friday

Watch airplane movies just like you would at home with this game-changing device.

Air travel for the holidays can be stressful, especially when winter weather or flight delays force a change of plans, but one perk of flying still remains — watching new-release movies. However, in-flight entertainment on most airlines usually requires a wired set of earbuds. (And the ones the airline hands out are so bad they may as well not even be connected.) 

I’d far prefer to use my wireless, noise-canceling AirPods Pro, but they connect only via Bluetooth. There’s a simple tech solution that makes viewing movies on the plane feel more like watching them on your couch.

The AirFly is a simple Bluetooth dongle that allows me to connect my wireless earbuds directly to the airplane’s entertainment system, eliminating the need for adapters or wired workarounds. 

It’s become a must-pack item in my travel bag. Since I started using it, I’ve stopped dreading in-flight audio and finally get to enjoy movies on the plane. If you fly often, this little gadget could completely change how you travel. And the base level AirFly SE is 35% off for Black Friday at Amazon.

The AirFly Pro lets me enjoy in-flight entertainment

The AirFly Pro from Twelve South is a minimally designed dongle that allows me to connect to the 3.5mm headphone jack in my airplane seat, enabling me to listen to in-flight entertainment on my noise-canceling earbuds.

All I have to do is pair the AirFly with the Bluetooth headphones I’m using, such as my AirPods Pro, plug the AirFly into the display in front of me, and I’m all set. I don’t even need to use my phone to connect the two devices.

There are several versions of the AirFly: the AirFly SE, which is currently on sale for $26 on Amazon and connects to just one set of headphones, the AirFly Pro at $55, the Pro V2 at $60 and the Pro 2 Deluxe at $70, which comes with an international headphone adapter and a suede travel case.

Hey, did you know? CNET Deals texts are free, easy and save you money.

I use the AirFly Pro, which has been a game-changer for me on flights. I’ve never had to worry about battery life since the AirFly Pro lasts for over 25 hours and can be fully charged in just three hours. I can also pair two separate pairs of headphones to a single AirFly Pro, in case I’m with someone else on a flight and want to watch the same movie or show. 

And if that’s not enough, the AirFly Pro also doubles as an audio transmitter, allowing me to turn any speaker with a headphone jack, such as my old car stereo, into a Bluetooth speaker.

The AirFly Pro makes a great gift for any traveler

The AirFly Pro is the perfect present to give to someone who’s planning to travel this year. Besides my Anker MagSafe battery pack, the AirFly Pro has become my most treasured travel accessory when I fly, which is why I consider it one of those can’t-go-wrong gifts. 

For more travel gear, here are our favorite tech essentials to travel with and our favorite travel pillows.

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Technologies

Today’s NYT Connections Hints, Answers and Help for Nov. 24, #897

Today’s Connections puzzle is kind of tough. Here are hints, answers and help for Nov. 24, #897.

Looking for the most recent 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, Connections: Sports Edition and Strands puzzles.

Today’s NYT Connections puzzle is kind of tough. The purple category once again wants you to find hidden words inside other words. If you need help sorting the words into groups, you’re in the right place. Read on for clues and today’s Connections answers.

The Times now has a Connections Bot, like the one for Wordle. Go there after you play to receive a numeric score and to have the program analyze your answers. Players who are registered with the Times Games section can now nerd out by following their progress, including the number of puzzles completed, win rate, number of times they nabbed a perfect score and their win streak.

Read more: Hints, Tips and Strategies to Help You Win at NYT Connections Every Time

Hints for today’s Connections groups

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

Yellow group hint: Like an air fryer.

Green group hint: In your vehicle.

Blue group hint: Take out your laptops, dump out your water.

Purple group hint: Like a rainbow.

Answers for today’s Connections groups

Yellow group: Small kitchen appliances.

Green group: Features of a car’s center console.

Blue group: Seen while going through airport security.

Purple group: Ending in colors.

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

What are today’s Connections answers?

The yellow words in today’s Connections

The theme is small kitchen appliances. The four answers are blender, microwave, rice cooker and toaster.

The green words in today’s Connections

The theme is features of a car’s center console. The four answers are air conditioner, cup holder, radio and shifter.

The blue words in today’s Connections

The theme is seen while going through airport security. The four answers are bin, carry-on, metal detector and X-ray.

The purple words in today’s Connections

The theme is ending in colors. The four answers are infrared, marigold, stingray and ultraviolet.

Don’t miss any of our unbiased tech content and lab-based reviews. Add CNET as a preferred Google source.

Toughest Connections puzzles

We’ve made a note of some of the toughest Connections puzzles so far. Maybe they’ll help you see patterns in future puzzles.

#5: Included «things you can set,» such as mood, record, table and volleyball.

#4: Included «one in a dozen,» such as egg, juror, month and rose.

#3: Included «streets on screen,» such as Elm, Fear, Jump and Sesame.

#2: Included «power ___» such as nap, plant, Ranger and trip.

#1: Included «things that can run,» such as candidate, faucet, mascara and nose.

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Technologies

Today’s NYT Connections: Sports Edition Hints and Answers for Nov. 24, #427

Here are hints and the answers for the NYT Connections: Sports Edition puzzle for Nov. 24, No. 427.

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.

Music lovers, today’s Connections: Sports Edition has a fun green category for you. You’ll recognize some familiar phrases in the grid, I think. If you’re struggling with today’s puzzle but still want to solve it, read on for hints and the answers.

Connections: Sports Edition is published by The Athletic, the subscription-based sports journalism site owned by The Times. It doesn’t appear in the NYT Games app, but it does in The Athletic’s own app. Or you can play it for 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: Not long pants.

Green group hint: Sing out.

Blue group hint: Gridiron guys who share a name.

Purple group hint: Like a law.

Answers for today’s Connections: Sports Edition groups

Yellow group: Types of shorts.

Green group: Popular arena/stadium songs.

Blue group: Football Drews.

Purple group: ____ rule.

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 types of shorts. The four answers are basketball, bike, compression and gym.

The green words in today’s Connections

The theme is popular arena/stadium songs. The four answers are Eye of the Tiger, Jump Around, Sandstorm and Thunderstruck.

The blue words in today’s Connections

The theme is football Drews. The four answers are Bledsoe, Brees, Lock and Pearson.

The purple words in today’s Connections

The theme is ____ rule. The four answers are infield fly, mercy, tuck and unwritten.

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