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Tim Cook · The David Rubenstein Show

• 0:00
  Speaker 1: Seven years after the death of visionary co founders Steve Jobs,
• 0:04
  Speaker 1: Apple is on its way to a market capitalization of
• 0:07
  Speaker 1: one trillion dollars, the first public company ever to do so,
• 0:11
  Speaker 1: and much of the tech giant's recent growth can be
• 0:14
  Speaker 1: attributed to CEO Tim Cook, who took over from Jobs
• 0:18
  Speaker 1: on a temporary basis while he was sick and then
• 0:20
  Speaker 1: permanently after his death. Just after delivering the commencement address
• 0:25
  Speaker 1: at Duke University earlier this year, Cook sat down with
• 0:29
  Speaker 1: Carlisle Group co founder David Ruben's time. They spoke on
• 0:32
  Speaker 1: David Rubinstein's Bloomberg television program Peer to Peer Conversations. A
• 0:38
  Speaker 1: reception to your God, pure, I thought it was for you,
• 0:40
  Speaker 1: Now it's for you. You've now been the CEO of
• 0:43
  Speaker 1: Apple since bent July of two thousand eleven. Of the
• 0:47
  Speaker 1: earnings are up about so have you ever thought you
• 0:51
  Speaker 1: can't do better than this? And maybe you should just say, well,
• 0:54
  Speaker 1: I've done a great job and now I'm gonna do
• 0:56
  Speaker 1: something else with my life. We viewed the stock price
• 1:00
  Speaker 1: and revenues and profits as a result of doing things
• 1:04
  Speaker 1: right on the innovation side, on the creativity side, UH
• 1:09
  Speaker 1: focusing on the right products, treating customers like their jewels,
• 1:13
  Speaker 1: and and focusing on the user experience. I didn't even
• 1:17
  Speaker 1: know the numbers that you just quoted. This is not
• 1:20
  Speaker 1: something that I that's not even in my orbit, to
• 1:22
  Speaker 1: be honest with you. Well, so when you announce your
• 1:26
  Speaker 1: quarterly earnings, analysts always say, well, they didn't sell as
• 1:29
  Speaker 1: much much of this product is that we thought they would.
• 1:31
  Speaker 1: And so what does that bother you? Uh? It did
• 1:36
  Speaker 1: it one time, It doesn't anymore. Uh. The we run
• 1:42
  Speaker 1: Apple for the long term, and and so it's always
• 1:47
  Speaker 1: struck me as bizarre that there's a fixation on how
• 1:51
  Speaker 1: many units are sold in a ninety day period, because
• 1:54
  Speaker 1: we're making decisions that are multi year kind of kind
• 1:58
  Speaker 1: of decisions. And so we try to be very clear
• 2:01
  Speaker 1: that we do not run the company for people that
• 2:04
  Speaker 1: want to make a quick bock. We we run the
• 2:06
  Speaker 1: company for the long term. One of the shareholders who
• 2:09
  Speaker 1: recently surfaces having bought seventy five million additional shares is
• 2:13
  Speaker 1: Warren Buffett. Um. Are you pleased to have him as
• 2:16
  Speaker 1: your shareholder? I'm overjoyed and thrilled because Warren is focused
• 2:24
  Speaker 1: on the long term and and so there is we're
• 2:28
  Speaker 1: we're in sync. It's the way we run the company,
• 2:30
  Speaker 1: it's the way he invests and uh yeah, so I
• 2:34
  Speaker 1: could not be happier. Well, have you thought about this?
• 2:36
  Speaker 1: Warren still uses an old flip phone, he has no smartphone.
• 2:41
  Speaker 1: Have you thought how much more your stock could go
• 2:43
  Speaker 1: up if he actually used the product? I'm I'm I
• 2:46
  Speaker 1: am working on him and I told him that I'll
• 2:49
  Speaker 1: personally cut out on the hall to do tech support
• 2:52
  Speaker 1: for so UM. You're now in a building that was
• 2:56
  Speaker 1: designed and inspired initially by Steve Jobs Apple Park, Apple Park,
• 3:00
  Speaker 1: and um you've moved in recently. Steve had the vision
• 3:04
  Speaker 1: that the workplace should facilitate people working together, having these
• 3:11
  Speaker 1: common areas, that people could work together and run into
• 3:16
  Speaker 1: each other without planning on doing it, and that the
• 3:19
  Speaker 1: level of ideas and creativity and innovation that would come
• 3:22
  Speaker 1: out of that, uh would would be phenomenal. And we're
• 3:26
  Speaker 1: seeing that, And you're convinced standing up working is better
• 3:29
  Speaker 1: than sitting down. We have given all of our employees
• 3:33
  Speaker 1: standing gaps. If you can stand for a while and
• 3:36
  Speaker 1: then sit and and so on and stuff with, this
• 3:38
  Speaker 1: is much better from people all lifestyle and were handling.
• 3:41
  Speaker 1: We could stand up for a little while standing up,
• 3:43
  Speaker 1: thank you. So, so let me ask you about how
• 3:48
  Speaker 1: you came to this position. So you grew up in Alabama,
• 3:50
  Speaker 1: a very very small rule town between Pensacola and Mobile
• 3:55
  Speaker 1: and the golfing. And you grew up where you star athlete,
• 3:58
  Speaker 1: where your star scholar? Where you a tech nerd? What
• 4:01
  Speaker 1: were you when I would say I was a star anything.
• 4:05
  Speaker 1: I worked hard at school, I had some uh reasonably
• 4:08
  Speaker 1: good grades. The benefit I got in my childhood was
• 4:12
  Speaker 1: being in a family that was a loving family and
• 4:16
  Speaker 1: uh a public school system that was good. Uh and
• 4:23
  Speaker 1: you know that's a huge benefit and honestly a benefit
• 4:26
  Speaker 1: that uh many many kids don't have these days. You
• 4:29
  Speaker 1: went to Auburn and how did you do there? I did?
• 4:34
  Speaker 1: I did? Uh? I did pretty good. Uh you know,
• 4:38
  Speaker 1: I did pretty good. I really got into engineering in
• 4:42
  Speaker 1: a big way, and in uh industrial engineering. And so
• 4:46
  Speaker 1: then you went to work for IBM. I did. Yes.
• 4:48
  Speaker 1: I started as a like a production engineer out designing
• 4:53
  Speaker 1: manufacturing lines. And at that time, robotics were beginning to
• 4:58
  Speaker 1: take off, and and so we were we were focused
• 5:02
  Speaker 1: on automation. Uh. I wouldn't say we successfully focused on it,
• 5:07
  Speaker 1: but I learned a lot, uh from going through that
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  Speaker 1: as well. So you were there for about twelve years
• 5:12
  Speaker 1: and then you joined another company called Compact. Yes, so
• 5:16
  Speaker 1: you're a Compact, which at the time I think was
• 5:18
  Speaker 1: one of the biggest manufacturers of personal computers. They were,
• 5:21
  Speaker 1: they were the number one at the time. So you're
• 5:24
  Speaker 1: there for about six months and you get a call
• 5:26
  Speaker 1: from Steve Jobs or somebody working for him saying can
• 5:29
  Speaker 1: you come and join Apple? Apple was modest compared to Compact.
• 5:33
  Speaker 1: Why did you to take the interview and why did
• 5:35
  Speaker 1: you join Apple? Yeah, it's it's a good question. Um.
• 5:39
  Speaker 1: Steve had had come back to the company, uh and
• 5:44
  Speaker 1: was essentially replacing the executive team that was there at
• 5:48
  Speaker 1: the time. But I thought, you know, this is an
• 5:51
  Speaker 1: opportunity to talk to the guy that started to hold industry.
• 5:54
  Speaker 1: And Steve met me on Saturday and it was like,
• 5:59
  Speaker 1: just minutes into talking with him, I want to do it,
• 6:03
  Speaker 1: which I was totally I've shocked myself, Uh, but I
• 6:09
  Speaker 1: there was a there was a sparkle in his eye
• 6:13
  Speaker 1: that I had never seen in a CEO before. Uh,
• 6:17
  Speaker 1: and there was he he was sort of turning left
• 6:20
  Speaker 1: when everyone else was turning ride. It was almost almost
• 6:24
  Speaker 1: on everything that he talked about. He was doing something
• 6:27
  Speaker 1: extraordinarily different than conventional wisdom. Many people were abandoning the
• 6:33
  Speaker 1: consumer market because they were just it was a blood bath.
• 6:37
  Speaker 1: Steve was doing the exact opposite. He was doubling down
• 6:41
  Speaker 1: on the consumer at the time everybody else the conventional
• 6:43
  Speaker 1: wisdom said go put your money in storage and servers.
• 6:47
  Speaker 1: And I thought it was brilliant and uh so with
• 6:51
  Speaker 1: it talking with him, and and the type of questions
• 6:54
  Speaker 1: he asked, we're all so different. Uh, and you know
• 6:59
  Speaker 1: I I did literally before the I left. I think
• 7:03
  Speaker 1: I hope he offers me a job because I really
• 7:06
  Speaker 1: want to do that. Did your friends tell you this
• 7:08
  Speaker 1: was not a good idea? They thought it was nuts? Uh,
• 7:10
  Speaker 1: they thought it was nuts. Again, conventional wisdom was, you're
• 7:14
  Speaker 1: working for the top personal computer maker in the world. Uh,
• 7:19
  Speaker 1: why why would you ever leave? You have got a
• 7:22
  Speaker 1: great career head and there was It wasn't a decision
• 7:26
  Speaker 1: that you could kind of sit down and do the
• 7:29
  Speaker 1: engineering kind of analysis saying here the pluses and here
• 7:31
  Speaker 1: the minuses, because that analysis would always say stay put.
• 7:36
  Speaker 1: It was this uh sort of voice in your head
• 7:39
  Speaker 1: that was saying, go west, young man, go west. Despite
• 7:42
  Speaker 1: the fact that there was no state income tax in
• 7:44
  Speaker 1: Texas and there raised in California, you still said you're
• 7:47
  Speaker 1: gonna go west. So, UM, in hindsight, this was the
• 7:50
  Speaker 1: best professional decision of your life, I assume, uh, maybe
• 7:54
  Speaker 1: the best decision of my life. I'm not sure you
• 7:56
  Speaker 1: need to put professional in. So you go there and
• 7:59
  Speaker 1: what your job in Apple running worldwide operations, and the
• 8:06
  Speaker 1: company at that time was struggling, UH in many different
• 8:09
  Speaker 1: areas and operations was no different. Our economies of scale,
• 8:15
  Speaker 1: UH didn't lend itself uh to us doing manufacturing in
• 8:20
  Speaker 1: different places like we like existed in the company at
• 8:24
  Speaker 1: that time, and so we found partners that were expert manufacturing,
• 8:29
  Speaker 1: and we maintain the sort of the intellectual knowledge of
• 8:33
  Speaker 1: how the process and obviously all of the design of problems.
• 8:39
  Speaker 1: When you got there and you're working for UM, UH
• 8:43
  Speaker 1: for Steve wasn't better than you thought, worse than you thought,
• 8:46
  Speaker 1: more challenging than you thought. I found it to be liberating,
• 8:49
  Speaker 1: is the way I would describe it, because it's, uh,
• 8:52
  Speaker 1: you could you could kind of talk to Steve about
• 8:54
  Speaker 1: something very big and UH, if it resonated with him.
• 9:01
  Speaker 1: He would just say okay, and you could do it.
• 9:06
  Speaker 1: And so it was like a you know, like a
• 9:09
  Speaker 1: total revelation for me that a company could run like
• 9:12
  Speaker 1: this because I was used to these layers and bureaucracy
• 9:17
  Speaker 1: and studies and you know, studying things sort of the
• 9:21
  Speaker 1: paralysis that companies can get into, and uh, Apple was
• 9:27
  Speaker 1: totally different than that. And I realized that if I
• 9:29
  Speaker 1: couldn't get something done, I could just go to the
• 9:31
  Speaker 1: nearest mirror and look at it. And that was the
• 9:33
  Speaker 1: reason Steve health was such that he couldn't continue to
• 9:37
  Speaker 1: be the CEO. He told the board that, And you
• 9:40
  Speaker 1: were announced as the CEO, I think around July of
• 9:43
  Speaker 1: two thousand eleven something around there when you became the CEO. UM,
• 9:47
  Speaker 1: did you feel you had that Steve would say, here's
• 9:50
  Speaker 1: what I was interested in doing, and you fulfill my
• 9:54
  Speaker 1: goals or did you feel you had your own view
• 9:56
  Speaker 1: on what you should do? And how did you balance
• 9:58
  Speaker 1: the two your succeeding a Gendery figure, it's not so
• 10:02
  Speaker 1: sequential as that. Uh. We have a really open company
• 10:06
  Speaker 1: and so most of us could finish the other person's sentences,
• 10:10
  Speaker 1: even when we might disagree with them. And so it
• 10:13
  Speaker 1: wasn't a matter of Steve having this secret file or something.
• 10:18
  Speaker 1: He was always sharing his ideas all the time and
• 10:22
  Speaker 1: so so uh, very different than that. And I thought, honestly,
• 10:28
  Speaker 1: my my thought at that time, and I know people
• 10:33
  Speaker 1: have told me you're you're, you're just not very smart.
• 10:37
  Speaker 1: But my view at that time was he was going
• 10:40
  Speaker 1: to be chairman and he would do that forever, and
• 10:44
  Speaker 1: that we would figure out the uh, you know, the
• 10:49
  Speaker 1: sort of the relationship change there. And that's what I thought,
• 10:56
  Speaker 1: and it and you know, unfortunately it did or not
• 11:00
  Speaker 1: that one. Today, Apple is going to reinvent the phone.
• 11:06
  Speaker 1: You have a product that is the most successful consumer
• 11:09
  Speaker 1: product in the history of mankind, which is the iPhone.
• 11:12
  Speaker 1: There was a sense that it was a profound product.
• 11:17
  Speaker 1: It was a game changer. If you go back and
• 11:19
  Speaker 1: watch the keynote that Steve announced it, uh, you can
• 11:23
  Speaker 1: feel his passion in it and the way the way
• 11:27
  Speaker 1: he described I still remember it like it was yesterday.
• 11:30
  Speaker 1: So how many iPhones have now been sold? Uh, well
• 11:34
  Speaker 1: over a billion. So there are seven a half billion
• 11:36
  Speaker 1: people in the face of the earth, so one out
• 11:38
  Speaker 1: of every seven people has one more or less. Well,
• 11:41
  Speaker 1: some people probably about more than one along the live
• 11:44
  Speaker 1: you know, well, well, you do have new ones coming
• 11:48
  Speaker 1: out every so often. So is that if I buy
• 11:51
  Speaker 1: a new iPhone, should I expect another one in two years?
• 11:54
  Speaker 1: Or um? You should expect that Apple is going to
• 11:58
  Speaker 1: keep innovating and uh and you should jump on the
• 12:03
  Speaker 1: train now though, okay, because because life is so short?
• 12:08
  Speaker 1: All right, okay, well, I kind of I have it here,
• 12:14
  Speaker 1: and uh, I have my iPhone here actually, and I
• 12:17
  Speaker 1: do use it and I love it. And one time
• 12:19
  Speaker 1: when you and I were in China, I couldn't quite
• 12:21
  Speaker 1: work something, and I asked you to help me, and
• 12:23
  Speaker 1: you said, look, I normally don't do texta people, but
• 12:26
  Speaker 1: we're nice and it did work. You came out with
• 12:30
  Speaker 1: the Apple Watch not too long ago. Why was it
• 12:34
  Speaker 1: called the Apple Watch and not the I Watch? Because
• 12:37
  Speaker 1: you have iPhone, iPod, iPad, why not I watch? Did
• 12:42
  Speaker 1: you ever think of that? Or you know, I'm sure
• 12:48
  Speaker 1: you must have thought of it. I'm sure it's not
• 12:49
  Speaker 1: a novel idea, but I'm just curious. It was something
• 12:52
  Speaker 1: that we thought of it, so it wasn't a crazy question.
• 12:54
  Speaker 1: So no, it wasn't a crazy question at all. And
• 12:57
  Speaker 1: how come Apple Watch one out. Well, I kind of
• 13:00
  Speaker 1: like the Apple Watch. What do you think, Well, you're
• 13:02
  Speaker 1: the CEO, so something. Okay, so how are they doing?
• 13:07
  Speaker 1: They're doing fantastic. Cellular is now on the watch. You
• 13:11
  Speaker 1: don't have to travel with your iPhone. You can just
• 13:13
  Speaker 1: use your watch. One of the my best moments of
• 13:16
  Speaker 1: a day is to go through my emails that are
• 13:20
  Speaker 1: from users, and I get so many each week from
• 13:25
  Speaker 1: people that found out they have a heart problem from
• 13:28
  Speaker 1: their watch. It's alerting you if you've been sitting in
• 13:32
  Speaker 1: your heart has climbed to a level that doesn't make
• 13:35
  Speaker 1: sense relative to the activity that you've been doing. Suppose
• 13:39
  Speaker 1: you don't want to know if you have a heart problem, Well,
• 13:42
  Speaker 1: we think most people do, because you can then go
• 13:44
  Speaker 1: seek help. And seriously, David, so many people have written
• 13:48
  Speaker 1: and said, uh, the watch alerted me to a problem.
• 13:53
  Speaker 1: I took an action and went to the cardiologist. He
• 13:56
  Speaker 1: told me that if I had not gone there, I
• 13:59
  Speaker 1: wouldn't be a lot five. So when you say you
• 14:01
  Speaker 1: go through your emails and nobody emails you directly, I
• 14:03
  Speaker 1: can't assume you can't. Oh, sure they do. Well, how
• 14:06
  Speaker 1: could you respond to all those emails? I can't. But
• 14:08
  Speaker 1: but it doesn't mean that I can't read a fair
• 14:10
  Speaker 1: number of those myself, because I think it's important, UH
• 14:14
  Speaker 1: to sort of keep your hands on the pulse of
• 14:16
  Speaker 1: the user. Today, let's talk about some of the values
• 14:19
  Speaker 1: that you've been espousing. One is a privacy. We see
• 14:22
  Speaker 1: privacy as a fundamental human right and and so to us,
• 14:28
  Speaker 1: it's right up there with some of the other civil
• 14:30
  Speaker 1: liberties that make Americans what what they are. You know,
• 14:35
  Speaker 1: it defines us as Americans. And we we see that
• 14:40
  Speaker 1: this UH is becoming a larger and larger issue for people,
• 14:46
  Speaker 1: and so our tacked on this is we we UH
• 14:52
  Speaker 1: take a minimum amount of data from customers only that
• 14:56
  Speaker 1: which we need to to provide a great service, and
• 15:00
  Speaker 1: then we worked really hard to protect it with encryption
• 15:04
  Speaker 1: and and so forth. Okay, you've also talked about the
• 15:06
  Speaker 1: importance of equality. Why is that important to you as
• 15:10
  Speaker 1: I look at the world, Um, many of the problems
• 15:14
  Speaker 1: of the world come down to the lack of equality.
• 15:20
  Speaker 1: It's the it's the fact that it's the kid that's
• 15:23
  Speaker 1: born in one zip code who doesn't have a good
• 15:26
  Speaker 1: education because they happen to be born in a zip code.
• 15:29
  Speaker 1: It's Uh, someone that is maybe an LGBT community, Uh
• 15:35
  Speaker 1: that is fired because of that. Uh it's someone that
• 15:39
  Speaker 1: has a different religion than the majority, and therefore they're
• 15:43
  Speaker 1: ostracized in some way and some very simply. I think
• 15:48
  Speaker 1: if one day you could wave a wand and everybody
• 15:52
  Speaker 1: in the world would treat each other with dignity and respect,
• 15:55
  Speaker 1: there were many many problems that would would go away
• 15:58
  Speaker 1: with that. So you exposed your own personal life a bit,
• 16:03
  Speaker 1: you know, the privacy that you've said other people should have.
• 16:05
  Speaker 1: You kind of gave up some of your privacy. Why
• 16:08
  Speaker 1: did you do that? Well, I did it for a
• 16:10
  Speaker 1: greater purpose is that Uh it became clear to me
• 16:13
  Speaker 1: that there were lots of kids out there that were
• 16:18
  Speaker 1: uh not being treated well, including in their own families
• 16:23
  Speaker 1: and uh, and that kids need someone to say, oh,
• 16:29
  Speaker 1: they did okay in life and they're gay, so it
• 16:33
  Speaker 1: must not be a life sentence in some kind of way.
• 16:37
  Speaker 1: And when I we're getting these notes, it would tug
• 16:42
  Speaker 1: on my heart even more. And it it got to
• 16:45
  Speaker 1: the point where I thought, I'm making the wrong call
• 16:50
  Speaker 1: by trying to do something that is comfortable for me,
• 16:53
  Speaker 1: which is to stay private. Uh. That I needed to
• 16:58
  Speaker 1: do something for the greater good and so that that's
• 17:01
  Speaker 1: why no never regrets, never good. So now you're obviously
• 17:10
  Speaker 1: in the public eye recently you had a meeting with
• 17:12
  Speaker 1: President Trump. What was the meeting with President Trump? Like,
• 17:15
  Speaker 1: you know, I wouldn't want to say what he said.
• 17:18
  Speaker 1: What I talked about was I talked about trade and
• 17:22
  Speaker 1: the importance of trade and how I felt, uh that
• 17:27
  Speaker 1: two countries trading together make the pie larger and that, um,
• 17:34
  Speaker 1: it's true, I think, undoubtedly true that not everyone has
• 17:39
  Speaker 1: been advantaged from that in in either country. Uh, and
• 17:43
  Speaker 1: we've got to work on that. But I felt that
• 17:47
  Speaker 1: terroriffs were not the right approach there, and I showed
• 17:52
  Speaker 1: him some uh more analytical kinds of things to to
• 17:55
  Speaker 1: demonstrate why. We also talked about immigration and uh, the
• 18:01
  Speaker 1: importance of fixing the Dreamer issue. Uh. Now you know,
• 18:07
  Speaker 1: we're only one court ruling away from a catastrophic case there.
• 18:12
  Speaker 1: So do you think you made progress on these issues?
• 18:14
  Speaker 1: I hope so. And uh, I hope SO has roughly
• 18:19
  Speaker 1: two hundred and sixty billion dollars of cash more or less. Uh,
• 18:23
  Speaker 1: what do you tend to do with that cash? We're
• 18:26
  Speaker 1: going to create a new site a new campus within
• 18:30
  Speaker 1: the United States. We're gonna hire twenty people, uh and
• 18:34
  Speaker 1: and so, and we're gonna spend thirty billion in cap
• 18:37
  Speaker 1: acts over the next several years. And so we're one
• 18:41
  Speaker 1: number one. We're investing and investing a ton in this country.
• 18:46
  Speaker 1: We're also going to buy some of our stock because
• 18:50
  Speaker 1: we view our stock is a is a is a
• 18:52
  Speaker 1: good value. So your did your parents live to see
• 18:56
  Speaker 1: your success? My my mother uh passed away three years
• 19:04
  Speaker 1: ago and my father is still a love. So your
• 19:07
  Speaker 1: mother lives. Your mother lived to see you be the CEO.
• 19:11
  Speaker 1: She did, and that she said, well, you're great. I
• 19:14
  Speaker 1: always knew you'l be successful. And can you help me
• 19:16
  Speaker 1: with my iPhone? Can you help this? Or well, I
• 19:19
  Speaker 1: I did uh get both of them on iPad, and
• 19:23
  Speaker 1: I finally convinced my father uh to uh start using
• 19:27
  Speaker 1: iPhones and so. But uh, they honestly, they've treat me
• 19:33
  Speaker 1: like they did twenty years ago and forty years ago,
• 19:36
  Speaker 1: sixty years ago. And he calls you with tips about
• 19:38
  Speaker 1: what to do or tell you how to do things
• 19:40
  Speaker 1: or not if he if I do something he doesn't
• 19:42
  Speaker 1: think it's good, he tells me about it. Right, So, yeah,
• 19:44
  Speaker 1: I saw you on that show. You aren't very good,
• 19:48
  Speaker 1: so I'm hoping you edit this. Well. You're obviously a
• 19:52
  Speaker 1: great public figure. You were not before. Have you ever
• 19:55
  Speaker 1: thought that maybe you could run for president of the
• 19:58
  Speaker 1: United States? Because um, you do? Um you know you've
• 20:05
  Speaker 1: seen the president of close. I'm not political, right. I
• 20:11
  Speaker 1: I love focusing on the policy stuff, but in the
• 20:16
  Speaker 1: dysfunction kind of in in uh in Washington, between the
• 20:23
  Speaker 1: legislative branch and and so forth, I think that I
• 20:27
  Speaker 1: can make a bigger difference in the world doing what
• 20:29
  Speaker 1: I'm doing. And I appreciate the comment, but I think, yeah,
• 20:37
  Speaker 1: you know, the president is something that you'd love to
• 20:41
  Speaker 1: to be president, but not ever run, and and that
• 20:46
  Speaker 1: should never happen in our country. And said that kind
• 20:49
  Speaker 1: of eliminates me. Of all the CEOs that I know
• 20:52
  Speaker 1: that have run major companies, you are the lowest ego,
• 20:56
  Speaker 1: kind of most self effacing person that I've seen in
• 20:58
  Speaker 1: this kind of position. So um uh have you ever
• 21:02
  Speaker 1: noticed that you're different than the other people are CEOs?
• 21:05
  Speaker 1: And and how do you maintain this self effacing, kind
• 21:09
  Speaker 1: of modest demeanor when you're running the biggest company in
• 21:12
  Speaker 1: the world, but when you when you work at Apple,
• 21:15
  Speaker 1: uh uh, there's a high expectation on everyone to perform
• 21:23
  Speaker 1: and to contribute. And because of that high bar, and
• 21:27
  Speaker 1: you never quite get there, including the CEO, including every
• 21:32
  Speaker 1: job in there. And so I'd never feel that way
• 21:37
  Speaker 1: very long if I ever felt that way. Well, thank
• 21:40
  Speaker 1: you for taking the time today, and I'm thank you
• 21:42
  Speaker 1: for having me. You're the first person I've interviewed without
• 21:45
  Speaker 1: a tie on, and I was in your honor and um,
• 21:47
  Speaker 1: because uh, I bet you sleep in a tie empty,
• 21:54
  Speaker 1: particularly in the camp. How do you wo