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 Strands Hints, Answers and Help for March 14 #741

Here are hints and answers for the NYT Strands puzzle for March 14, No. 741.

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

Does today’s date seem memorable to you? If so, today’s NYT Strands puzzle might be easy. Some of the answers are difficult to unscramble, so if you need hints and answers, read on.

I go into depth about the rules for Strands in this story.

If you’re looking for today’s Wordle, Connections and Mini Crossword answers, you can visit CNET’s NYT puzzle hints page.

Read more: NYT Connections Turns 1: These Are the 5 Toughest Puzzles So Far

Hint for today’s Strands puzzle

Today’s Strands theme is: A math teacher’s favorite dessert.

If that doesn’t help you, here’s a clue: 3.14

Clue words to unlock in-game hints

Your goal is to find hidden words that fit the puzzle’s theme. If you’re stuck, find any words you can. Every time you find three words of four letters or more, Strands will reveal one of the theme words. These are the words I used to get those hints but any words of four or more letters that you find will work:

RITE, SPIT, TIPS, STAT, STATE, GIVE, RUST, FINE, LAZE, SURE, PEAL

Answers for today’s Strands puzzle

These are the answers that tie into the theme. The goal of the puzzle is to find them all, including the spangram, a theme word that reaches from one side of the puzzle to the other. When you have all of them (I originally thought there were always eight but learned that the number can vary), every letter on the board will be used. Here are the nonspangram answers:

VENT, CRUST, FRUIT, EDGES, GLAZE, FILLING, LATTICE

Today’s Strands spangram

Today’s Strands spangram is HAPPYPIDAY. To find it, start with the H that’s six rows down and three to the right from the upper-left corner, and make — well, a pie shape.

Toughest Strands puzzles

Here are some of the Strands topics I’ve found to be the toughest.

#1: Dated slang. Maybe you didn’t even use this lingo when it was cool. Toughest word: PHAT.

#2: Thar she blows! I guess marine biologists might ace this one. Toughest word: BALEEN or RIGHT.

#3: Off the hook. Again, it helps to know a lot about sea creatures. Sorry, Charlie. Toughest word: BIGEYE or SKIPJACK.

Technologies

Today’s NYT Mini Crossword Answers for Saturday, March 14

Here are the answers for The New York Times Mini Crossword for March 14.

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.

Need some help with today’s Mini Crossword? It’s the extra-long Saturday version, and a few of the clues are tricky. Read on for all the answers. And if you could use some hints and guidance for daily solving, check out our Mini Crossword tips.

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 to those Mini Crossword clues and answers.

Mini across clues and answers

1A clue: Book parts: Abbr.
Answer: PGS

4A clue: Silicon Valley company that operates a fleet of robotaxis
Answer: WAYMO

6A clue: To a much greater degree
Answer: WAYMORE

8A clue: Contents of a scuba diver’s tank
Answer: AIR

9A clue: South Korean automaker
Answer: KIA

10A clue: Stop on a train route
Answer: STATION

12A clue: Actress Merman of «Anything Goes»
Answer: ETHEL

13A clue: Find another purpose for
Answer: REUSE

Mini down clues and answers

1D clue: Employee’s hourly calculation
Answer: PAYRATE

2D clue: Workout spot
Answer: GYM

3D clue: «Great» mountains of Tennessee, familiarly
Answer: SMOKIES

4D clue: One giving you the dish?
Answer: WAITER

5D clue: Baltimore M.L.B. player
Answer: ORIOLE

6D clue: Used to be
Answer: WAS

7D clue: Suffix with Caesar or Euclid
Answer: EAN

11D clue: Night that NBC once aired «30 Rock» and «The Office»: Abbr.
Answer: THU

Technologies

AI Toys Can Pose Safety Concerns for Children, New Study Suggests Caution

When one child told the toy, «I love you,» it responded, «As a friendly reminder, please ensure interactions adhere to the guidelines provided.»

A new study from the University of Cambridge found that AI-enabled toys for young children can misinterpret emotional cues and are ineffective at supporting critical developmental play. The conclusions could be concerning for parents.

In one report examining how AI affects children in their early years, a chatbot-enabled toy struggled to recognize social cues during playtime. Researchers found that the toy did not effectively identify children’s emotions, raising alarm about how kids might interact with it.

The report recommends regulating AI toys for kids and requiring clear labeling of their capabilities and privacy policies. It also advises parents to keep these devices in shared spaces where kids can be monitored while playing.

The research behind the study had a limited number of participants, but was done in multiple parts: an online survey of 39 participants with kids in their earlier years, a focus group with nine participants who work with young children and an in-person workshop with 19 leaders and representatives from charities that work with early-years kids. That was followed by monitored playtime with 14 children and 11 parents or guardians with Gabbo, a chatbot-enabled toy from Curio Interactive.

Some findings indicated that the AI toy supported learning, particularly in language and communication skills. But the toy also misunderstood kids and sometimes responded inappropriately to emotional requests.

For instance, when one child told the toy, «I love you,» it responded, «As a friendly reminder, please ensure interactions adhere to the guidelines provided. Let me know how you would like to proceed,» according to the research.

Jenny Gibson, a professor of neurodiversity and developmental psychology at the Faculty of Education at Cambridge, who worked on the study, said that while parents may be excited about the educational benefits of new technology aimed at children, there are plenty of concerns.

Gibson posed overarching questions about the reason behind the tech.

«What would motivate [tech investors] to do the right thing by children … to put children ahead of profits? she said»

Gibson told CNET that while researchers are exploring the potential benefits of AI-based toys, risks remain.

«I would advise parents to take that seriously at this stage,» she said.

What’s next for AI toys

As more playthings are enabled with internet connectivity and AI features, these devices could become a major safety risk for children, especially if they replace real human connections or if interactions are not closely monitored.

Meanwhile, younger people are increasingly adopting chatbots such as ChatGPT, despite red flags. Multiple lawsuits against AI companies allege that AI companions or assistants can impact young people’s psychological safety, including some chatbots that have encouraged self-harm or negative self-image.

AI companies such as OpenAI and Google have responded by adding guardrails and restrictions for AI chatbots.

(Disclosure: Ziff Davis, CNET’s parent company, in 2025 filed a lawsuit against OpenAI, alleging it infringed Ziff Davis copyrights in training and operating its AI systems.)

Gibson said she was surprised by the enthusiasm some parents showed for AI toys. She was also alarmed by the lack of research on AI’s effects on young children, noting that companies making such products should work directly with children, parents, and child development experts.

«What’s missing in the process is that expertise of what is good for children in these kinds of interactions,» she said.

Curio Interactive, the company behind the Gabbo toy, was aware of the research as it was happening but was not directly involved, Gibson said. The toy was chosen because it’s directly marketed to young kids, and the company had an understandable privacy policy. Gibson said the company seemed supportive of the project.

A representative for Curio did not immediately respond to a request for comment.