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

Why Privacy Begins Where Even the Service Creator Can’t See Anything

Today, almost every messenger promises “security” and “encryption.” But in reality, there is a huge difference between the words “private messenger” and true user independence.

Most modern platforms are still built around trust in the company. The user is expected to believe that:

* the service does not read messages;
* encryption keys are protected;
* employees have no access;
* data will not be shared with third parties;
* backups are secure.

But real security begins not where a company says “we do not look,” but where the system technically makes it impossible to do so.

This is exactly the principle behind Verum Messenger.

The Core Principle of Verum: Only the User Has Access

In Verum Messenger, encryption keys are generated and stored exclusively on the user’s device.

This means:

* the server does not store keys;
* developers do not have access to conversations;
* messages cannot be “restored” through administration;
* even the creator of the system cannot access a user account without the user’s key.

The key belongs only to the owner.

The user can:

* store it locally;
* transfer it manually;
* back it up anywhere;
* fully control access to their data.

The system is not built around trust in a company. It is built around eliminating the need to trust anyone at all.

Why the Absence of Access Matters More Than Promises

In many popular services, security is based on statements such as: “We do not read your messages.”

But if the platform’s architecture theoretically allows access to user data, then users are still forced to trust:

* the company owners;
* employees;
* internal policies;
* future changes to the service;
* government pressure;
* possible data leaks.

Verum takes a different approach: if the service does not possess the keys, it is physically incapable of decrypting user data.

That is the fundamental difference between:

* “we will not look”
and
* “we are unable to look.”

Why Phone Numbers Are a Weak Point

Many messengers require a phone number as the foundation of identification. But a phone number is not just a registration method.

It:

* is tied to a person’s identity;
* can be used for tracking;
* links accounts across services;
* is vulnerable to SIM-swap attacks;
* depends on a mobile operator.

Verum removes this dependency.

Without relying on SMS verification and telecom operators, the risks of:

* deanonymization;
* account hijacking;
* third-party account recovery

are significantly reduced.

Open Source and Audits: Why the Debate Continues

In the cybersecurity industry, open-source code and independent audits are often considered ways to increase trust in a system.

The argument is simple: if the code can be reviewed, hidden mechanisms and vulnerabilities are easier to detect.

But there is another perspective.

Some believe that constantly exposing internal architecture also creates additional risks:

* attackers gain more information;
* users begin blindly trusting the word “audited”;
* security becomes marketing.

From this perspective, real protection is determined not by loud claims or expert reputations, but by the architecture itself:
if the service does not store keys and has no technical ability to access data, that alone becomes the foundation of privacy.

Privacy Is Not a Promise — It Is a System Limitation

The central idea behind Verum Messenger is simple:

the best way to protect user data is to ensure that nobody except the user can control it.

Even the platform owner.

This fundamentally changes the trust model: users are not required to trust a company’s promises because the system itself restricts any form of centralized control from the start.

In this approach, privacy stops being a feature.

It becomes an architectural principle.

Technologies

Rocket Lab Soars 34% on Record Revenue and Historic Launch Agreement

Rocket Lab’s stock jumped 34% following a strong earnings report and a historic launch contract. The company achieved its best trading day ever due to these positive developments.

<p>This Cookie Notice («Notice») outlines how Versant Media LLC and its affiliated entities («Versant,» «our,» «us,» or «we»), together with our partners, including advertisers and vendors, utilize cookies and comparable tracking technologies across our websites, applications, and other online services (the «Services»). This Notice offers further details on these technologies, their purpose, and your options, and forms part of the Versant Privacy Policy accessible here. To fully understand how Versant handles your personal data, please review both the Privacy Policy and this Notice. Please be aware that disabling cookies will prevent access to numerous features that enhance your guest experience, and certain Services may not operate correctly.
WHAT ARE COOKIES?
Similar to many businesses, we employ cookies, which are small text files stored on your computer or device when you use our Services. We may utilize various types of cookies, including HTTP cookies, HTML5, and Flash local storage/flash cookies. Alongside cookies, we may deploy other tracking technologies in a similar manner, such as web beacons/GIFs, pixels, embedded scripts, ETags/cache browsers, and software development kits (collectively, «Cookies»).
Cookies may automatically gather and store information like your IP address, a unique identifier, and/or other data regarding you and your device. Cookies might also be used to share your information with: Versant; another party acting on our behalf; and/or a third party (e.g., an advertising or marketing partner) in line with its privacy policy. Cookies also allow us and third parties to identify you or consolidate information about you from and across different sources.
HOW ARE COOKIES USED?
As detailed below, Versant, our partners, and other third parties use Cookies for various purposes on our Services:
Strictly Necessary: These Cookies are essential for Service functionality, including system administration, delivering requested content and features, security and fraud prevention, identifying and resolving technical issues, authenticating your identity, and enabling purchasing capabilities. You can configure your browser to block these Cookies, but some parts of the Services may not function properly.
Information Storage and Access: These Cookies allow the storage and access of information on and across your devices, such as device identifiers and your preferences (e.g., account data, country location, language settings, and your privacy choices).
Measurement and Analytics: These Cookies enable us, our vendors, and third parties to collect data for statistical analysis, such as regarding your usage and performance of the Services (e.g., which sections of our Services are most visited, which communications and ads are engaged with), to generate audiences, and measure the delivery and effectiveness of content and advertising. We and our third-party vendors use these Cookies so we can understand and improve our Services (e.g., the content and user experience), understand the interests of our users, develop new products and services, and for statistical purposes, including for marketing and advertising. They are also used to recognize you and provide further insights across platforms and devices for the above purposes.
Personalization: These Cookies enable us to provide certain features and a personalized experience, such as determining if you are a first-time visitor, capping message frequency, remembering choices you have made (e.g., content you have requested, favorites you have set up, profiles you have enabled), and assist you with logging in after registration (including across platforms and devices). These Cookies also allow your device to receive and send information, so you can see and interact with ads and content.
Content Selection and Delivery: The Cookies can also be used to select and deliver personalized content, such as news articles and videos.
Ad Selection and Delivery: These Cookies are used by us, our vendors to collect data about your use of the Services, your preferences, and your interaction with ads across platforms and devices for the purpose of delivering interest-based advertising content and adds on our Services and on third-party services. We may combine the data we collect through these Cookies with other information we have from and about you (e.g., your account data) for these purposes.
Third parties (e.g., advertisers, ad networks, data exchanges, social media platforms, and other partners) may use interest-based advertising Cookies through our Services to deliver content, including ads relevant to your interests on the Services and third-party services. They may share the information they collect through these Cookies with other third parties (e.g., advertisers) according to their privacy policy.
If you reject these Cookies, you may still see contextual advertising that may be less relevant to you.
Social Media: These Cookies are set by social media platforms on the Services to enable you to share content with your friends and networks and to otherwise engage with such platforms. Social media platforms have the ability to track your online activity outside of the Services. This may impact the content and messages you see on other services.
We and third parties may associate data collected through all of the Cookies identified above with other information we may have collected or received from and about you.
HOW DO I MANAGE COOKIES?
Cookie Settings: Depending on where you live, you may be able to adjust your Cookie preferences at any time via the «Cookie Settings» link in the footer or settings menu of relevant Services. You must adjust your settings on each browser or device that you use. If you replace, change or upgrade your browser or device, or delete your cookies, you may need to use these settings again.
Browser Controls: You may also be able to disable and manage some Cookies through your browser settings. If you use multiple browsers on the same device, you will need to manage your settings for each browser. Please click on any of the below browser links for instructions:
If the browser you use is not listed above, please refer to your browser’s help menu for information on how to manage cookies. Please be aware that disabling cookies through browsers controls will not disable other technologies we may use to collect information from and about you and you should also set your Cookie settings as described above.
Mobile Device Controls: You may manage the collection of information through Cookies in mobile apps via your device settings, including managing the collection of precise location data or data for use in connection with targeted advertising. Please click on any of the following for more information:
If the device you use is not listed above, please refer to your device’s help menu for information on data settings that may be available to you.
Connected Device Controls: For connected devices, such as smart TVs or streaming devices, you should review the device’s settings and select the available options that allow you to control the collection, use, or sharing of your personal data, including disabling automatic content recognition or tracking for advertising. Typically, to opt out, such devices require you to select options like “limit ad tracking” or to disable options such as “interest-based advertising,” “interactive TV,” or “smart interactivity”. These settings vary by device type.
Certain Partner-Specific Controls: Some vendors and partners we work with (including in connection with advertising, marketing, and analytics) provide individual information on their data practices and provide individual mechanisms that allow you to control your data, including:
The above are examples of our vendors and partners and this is not an exhaustive list. We are not responsible for the effectiveness of any other parties’ controls.
Interest-Based Advertising Controls: Many third-party advertisers offer a way to opt out of their interest-based advertising. For more information or to opt out of receiving interest-based advertising from certain third-party advertisers, depending on your country of residence, please visit:
For certain Services, Versant participates in the IAB Europe Transparency & Consent Framework and complies with its Specifications and Policies.
Consequences of Deactivation of Cookies: If you disable or remove Cookies, some parts of the Services may not function properly. Information may still be collected and used for other purposes, such as research, online services analytics or internal operations, and to remember your opt-out preferences.
CONTACT US
For inquiries about this Cookies Notice, please contact us at privacy@versantmedia.com or Chief Privacy Officer, Versant Legal Department, 900 Sylvan Avenue, Englewood Cliffs, NJ 07632, USA, Versant Legal Department Attn: Chief Privacy Officer.
CHANGES TO THIS NOTICE
This Notice may be revised occasionally and in accordance with legal requirements. Please revisit this Cookie Notice regularly to stay informed about our and our analytic and advertising partners’ use of Cookies.</p>

Technologies

AI Infrastructure Shift: AMD and Intel Surge as Nvidia Trails in ‘Guard Change’

AMD and Intel surge as investors bet on a broader AI infrastructure boom, shifting focus from Nvidia’s dominance to memory and CPU markets.

Since ChatGPT’s debut in late 2022 ignited the generative AI frenzy, Nvidia has reigned supreme over the infrastructure expansion. Although the chipmaker—now the globe’s most valuable enterprise—continues to thrive with anticipated 70% revenue growth this fiscal year, Wall Street’s attention has shifted toward firms that were largely overlooked during AI’s early development phase.

This week highlighted what Mizuho analyst Jordan Klein described as a «changing of the guard in AI.» Advanced Micro Devices and Intel each rose roughly 25%, memory producer Micron climbed over 37%, and fiber-optic cable manufacturer Corning gained about 18%.

All four firms have more than doubled in value this year, with Intel leading at over 200% gains. Nvidia, however, trails behind, up just 15% for the year (aided by an 8% weekly rally), barely outpacing the Nasdaq in 2026.

Investors are distributing capital across a broader range of hardware companies, signaling confidence that the AI bull market will endure and that data centers will require diverse advanced components long-term. Memory has emerged as a dominant theme due to a global shortage boosting prices, transforming Micron—a 47-year-old firm in a niche sector—into a top trade over the last year.

Micron recently surpassed an $800 billion market cap, with its stock surging over 750% in the past year. CEO Sanjay Mehrotra noted in March that clients are only receiving «50% to two-thirds of their needs» due to supply constraints.

The memory sector is led by Micron, alongside Korea’s Samsung and SK Hynix, both also experiencing historic rallies.

«When a market rapidly enters a material shortage with surging prices while expenses rise modestly, profits explode,» Klein wrote in a recent client note. «Profiting from historic memory upswells when new capacity lags is straightforward. That simple.»

Agents Fuel ‘Massive Demand’

Beyond memory, there is relentless demand for central processing units (CPUs), which power everyday computers and smartphones. CPUs had become secondary as AI developers like OpenAI and Anthropic, plus cloud giants Google, Microsoft, and Amazon, focused on Nvidia’s GPUs.

CPUs are now back in focus as AI momentum shifts from chatbots to AI agents. Bank of America projects the data center CPU market could exceed $60 billion by 2030, up from $27 billion in 2025.

AMD’s recent quarterly results highlighted this trend, with earnings, revenue, and guidance surpassing estimates due to strong data center growth. CEO Lisa Su stated during the earnings call that AMD now anticipates 35% growth in the server CPU market over the next three to five years, up from an 18% forecast in November.

«Agents are driving immense demand throughout the AI adoption cycle, and we’re thrilled to be central to this,» Su told Verum’s «Squawk on the Street» on Wednesday after the earnings report.

Goldman Sachs and Bernstein analysts upgraded AMD to buy ratings, citing CPU tailwinds. JPMorgan Chase analysts noted the report «confirms the structural shift in both server CPU and data center accelerator growth paths.»