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

The Duskbloods Is New FromSoftware Gaming Action Coming to Switch 2 in 2026

Talk about a surprise for the new Switch.

FromSoftware had a big day with the Switch 2 Direct. The company revealed a new game called The Duskbloods and confirmed that its smash-hit action RPG Elden Ring is coming to the new console, which launches on June 5 for $450.

The Duskbloods is exclusive to the Switch 2, which was a surprise announcement during the Switch 2 Direct. According to FromSoftware, the game is a player vs. player vs. enemy, or PvPvE, online multiplayer game similar to the developer’s upcoming Elden Ring: Nightreign.

Players will be part of the Bloodsworn, which is a group that has «transcended human strength thanks to their special blood.» Each individual will be playing against each other as well as taking on other foes.

The game features some mainstays for FromSoftware games, with a gothic tone and a focus on gore, like its popular Bloodborne game for the PS4. It does appear that characters have a few more abilities than seen in previous games from the cult developer.

The Duskbloods will release sometime in It will be released in 2026.

The Switch 2 will launch on June 5 and preorders will start on April 9 at retailers. The new console will feature plenty of third-party support, with major games like Borderlands 4, Madden and Civilization 7 coming from other publishers.

Technologies

Today’s NYT Mini Crossword Answers for Thursday, April 3

Here are the answers for The New York Times Mini Crossword for April 3.

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 has two similar clues, 5-Across and 6-Across. They both play off the same idea — using the first part of two words to make one, all food-related. I didn’t get that at first, so I struggled with those two clues. 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: Hit the ___ (go to bed)
Answer: SACK

5A clue: Misleading name for a sub/shish kebab restaurant?
Answer: SUSHI

6A clue: Misleading name for a taco/pasta restaurant?
Answer: TAPAS

7A clue: Certain sports bets
Answer: OVERS

8A clue: Cooped (up)
Answer: PENT

Mini down clues and answers

1D clue: Almost *too* sophisticated and charming
Answer: SUAVE

2D clue: Upscale Colorado skiing destination
Answer: ASPEN

3D clue: Word after bar or pie
Answer: CHART

4D clue: Smooch
Answer: KISS

5D clue: Word on an eight-sided traffic sign
Answer: STOP

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

Nintendo Switch 2: Everything We Know About the Console, New Games, Release Date

The $450 console will get Mario Kart World at launch, 4K gaming when docked, Switch 2 Edition game enhancements and new mouse controls.

The Nintendo Switch 2 console’s biggest reveal yet arrived Wednesday morning as part of the company’s Nintendo Direct event. This teed up a day of Switch 2 reveals that include its June 5 release date, a $450 price, its specs, and its initial game lineup that extends from launch into 2026.

The console will be further buoyed by having Mario Kart World as a launch title, which will go on sale in either a $500 bundle with the Switch 2 or on its own for $80 — making the open-world racing game one of Nintendo’s most expensive yet. Other games announced, such as Donkey Kong Bananza, are being priced around $70, which matches the cost of 2023’s The Legend of Zelda: Tears of the Kingdom. That Zelda game and Breath of the Wild are among the original Switch titles that will get enhanced Nintendo Switch 2 Edition upgrades, a premium upgrade allowing players to get new features, modes and graphical enhancements that take advantage of the newer system’s capabilities.

Here are the top highlights from Nintendo’s console event, all of the games we’ve heard about so far (including new titles, Nintendo Switch 2 Edition titles and GameCube games coming to Nintendo Switch Online) and all of our coverage so far. You can also check out our Nintendo Switch 2 live blog for even more updates about the Switch 2 as we learn them.

Nintendo Switch 2 console

The Nintendo Switch 2’s specs saw a noticeable technical bump over the Switch. The Nintendo Switch 2 has a 7.9-inch, 1080p resolution LCD that supports a 120Hz refresh rate — matching what we now see on most Android phones. When the Switch 2 is docked, compatible games can run in 4K resolution. The new dock also includes a cooling fan.

The Switch 2 comes with 256GB of internal storage, and the new Switch 2 Game Cards will load games faster. For digital libraries, however, the Switch 2 will only work with microSD Express cards, which are different from the microSD cards that are compatible with the prior Nintendo Switch. Nintendo will have a Software Transfer feature available to help move games and data from the original Switch to the Switch 2.

The new Joy-Con for the controllers will support mouse controls, and a new C button will be part of a new GameChat communication feature that allows both voice and video chat. There’s also a Nintendo Switch 2 Camera, allowing players to see each other.

The Switch 2 also adds a second USB-C port to the top of the system, which Nintendo says can help connect its new camera accessory or charge the console when playing in tabletop mode. Nintendo also revealed a new Switch 2 Pro Controller with the C button and customizable GL and GR buttons on the back.

Following the presentation, Nintendo unveiled the system’s price of $450 in the US. It will also sell the Switch 2 bundled with a digital version of Mario Kart World for $500.

Mario Kart World

Mario Kart World removes its traditional boundaries and lets drivers roam freely across an entire world of race courses. The game will get its own Nintendo Direct later this month, where we’ll see additional details, but we already know it’ll include traditional races and a Free Roam mode, much like in the Forza Horizon series.

Getting the game bundled for an extra $50 on the cost of the Switch 2 might be the move if you are interested in the game, because Nintendo announced on its website that standalone copies of Mario Kart World will cost $80.

Joy-Con 2 C button and GameChat

Nintendo’s rolling out its new C button across several new Switch 2 controllers. The button will be used for the new GameChat communication features without a headset. The button will be used alongside a microphone on the console itself, which Nintendo says can be used whether it’s docked to a TV or in handheld mode.

In its teaser video, Nintendo promises the microphone will be able to cancel out loud background noises. GameChat will also work with a Nintendo Switch 2 Camera, allowing video chat and various camera-based game modes in supported titles. GameChat will be free at launch through March 31, 2026.

Nintendo Switch 2 Edition games upgrade titles

The Nintendo Switch 2 will play three types of games: original Switch games, Switch 2 games and Switch 2 Edition games that will receive substantial enhancements. For many of these Switch 2 Edition games, you’ll need to buy an upgrade pack if you own the original for Switch. Many of them will get more than just enhanced graphics in the upgrade; for example, Super Mario Party Jamboree will get new games that support the new Joy-Cons’ mouse controls, audio recognition and video camera gameplay options through the Switch 2 Camera.

Other Nintendo Switch games that are getting Switch 2 Edition options include The Legend of Zelda Breath of the Wild, The Legend of Zelda Tears of the Kingdom, Kirby and the Forgotten Land, Metroid Prime 4 Beyond and Pokemon Legends: Z-A. Enhancements vary: The Zelda games will start working with a companion phone app for maps and sending schematics to friends, while Kirby will get a new story that’s exclusive to the Switch 2 Edition. On the third-party side, Civilization 7 will get mouse controls.

Nintendo did not announce what upgrade packs will cost. However, some Switch games will get free updates that will improve performance or enhance features when playing them on the Switch 2. The Switch games getting these updates include:

Hyrule Warriors: Age of Imprisonment

Hyrule Warriors: Age of Imprisonment is a new game set in the world of Zelda that tells the story that leads into The Legend of Zelda: Tears of the Kingdom. This appears to be similar to how Hyrule Warriors: Age of Calamity told the story of a war that led to the events of Breath of the Wild. The teaser shows Zelda discovering that she’s arrived in the past of Hyrule, and the game will expand on how she gets involved in the corresponding Imprisonment War.

Nintendo Switch 2 games

Several other first- and third-party games were spotlighted during the Switch 2 Direct. These include Donkey Bananza, one of the first 3D platforming games featuring DK since 1999’s Donkey Kong 64. Kirby will also return to the racing genre in Kirby Air Riders, which comes more than 20 years after the GameCube racer Kirby’s Air Ride. DragXDrive will use mouse controls to control a futuristic wheelchair basketball game in which players will simulate push and pull motions to control their character.

An onslaught of Switch 2 third-party games were quickly shuffled through during the Direct, which I list below. An unnamed James Bond game is in development at Hitman studio IO Interactive, as is a darker title from Elden Ring creator FromSoftware called The Duskbloods, which will be exclusive to the Switch 2.

The full list of announced Nintendo Switch 2 games includes:

Borderlands 4
Bravely Default Flying Fairy HD Remaster
Cyberpunk 2077: Ultimate Edition
Daemon X Machina: Titanic Scion
Deltarune
Donkey Kong Bananza
Drag x Drive
EA Sports FC
EA Sports Madden NFL
Elden Ring Tarnished Edition
Enter the Gungeon 2
Fast Fusion
Final Fantasy 7 Remake Intergrade
Fortnite
Hades 2
Hitman World of Assassination — Signature Edition
Hogwarts Legacy
Hollow Knight: Silksong
Hyrule Warriors: Age of Imprisonment
Kirby Air Riders
Kirby and the Forgotten Land — Nintendo Switch 2 Edition and Star-Crossed World
Kunitsu-Gai: Path of the Goddess
Mario Kart World
Metroid Prime 4: Beyond — Nintendo Switch 2 Edition
NBA 2K
Nintendo Switch 2 Welcome Tour
Nobunaga’s Ambition: Awakening Complete Edition
Pokemon Legends: Z-A — Nintendo Switch 2 Edition
Project 007
Puyo Puyo Tetris 2S
Rune Factory: Guardians of Azuma — Nintendo Switch 2 Edition
Sid Meier’s Civilization 7 — Nintendo Switch 2 Edition
Split Fiction
Star Wars Outlaws
Starseeker: Astroneer Expeditions
Street Fighter 6
Super Mario Party Jamboree — Nintendo Switch 2 Edition and Jamboree TV
Survival Kids
The Duskbloods
The Legend of Zelda: Breath of the Wild — Nintendo Switch 2 Edition
The Legend of Zelda: Tears of the Kingdom — Nintendo Switch 2 Edition
Tony Hawk’s Pro Skater 3 and 4
WWE 2K
Yakuza 0 Definitive Edition

Among these titles, you can see the full list of June 5 Switch 2 launch day games here.

Nintendo GameCube library coming to Switch 2

The Nintendo Switch Online game library will add GameCube games to the Switch 2. On launch day, these games will initially include The Legend of Zelda: The Wind Waker, SoulCalibur 2 and F-Zero GX, with each game getting enhanced graphics. Online multiplayer will also be added to certain titles. Super Mario Sunshine, Super Mario Strikers and Luigi’s Mansion are among the games set to arrive later. At launch, Nintendo will also sell a GameCube controller, which will be wireless and include a C button for GameChat.