Protection of privacy, 3D, Metaverse, France … Apple CEO Tim Cook confides in the JDD

10:35 p.m., October 1, 2022

In a monumental room at the University of Naples Federico II, between a marble floor and an Italian Renaissance painting hanging from the ceiling, stands a man: Tim Cook, Apple’s CEO. Dressed in a black robe, one of the world’s most powerful business leaders was presented with an honorary diploma of master’s degree in innovation and international management from the Neapolitan establishment on Thursday. A ceremony in honor of Tim Cook, “a talented man, a genius who runs a great company in the world”, welcomed Matteo Lorito, the university’s rector.

The American giant opened the Developer Academy there in 2016 to train students for free in computer programming and mobile application development for iOS, Apple’s ecosystem. “The academy has taught almost 2,000 students from 66 countries the skills to create their own applications and bring their ideas to life,” said Tim Cook in an ecstatic room at the foot of which sat dozens of local journalists

A state-of-the-art building in the midst of the popular areas of Naples

The 61-year-old American swapped his stately gown for a dark blue suit and then headed to the Developer Academy campus: a state-of-the-art building set amidst the derelict buildings and streets of Naples’ working-class neighborhoods. In rooms with immaculate white walls, 160 students have iPhone, iPad, Apple Watch and giant screen at their disposal to develop their own mobile application for the App Store.

Also read – Apple Vice President Lisa Jackson at JDD: “In five years, the company reduced its emissions by 40%”

When Tim Cook arrives in the classroom, amazed and excited students meet. A lucky few were able to pitch their project to the person who could be their next employer. “To work at Apple, we seek a spirit of collaboration. I have a deep feeling that a shared idea gets better, will describe the CEO a few minutes later in the university amphitheater. We are looking for creativity, people who can think differently”, take up the famous slogan of the brand with the bitten apple “Think different”.

Naples is not the only city with a training center founded by the Cupertino company. There are several similar devices around the world, for example in Brazil or Indonesia. In France, she cooperates with the start-up to offer courses for job seekers. “Code is the only universal language assures Tim Cook at the JDD. It is the most important language after our mother tongue. It allows you to express yourself, to evolve, to change the world. Not everyone needs to become a programmer, but it can help you with many other things. Learning to code should be a condition of earning a diploma. I even think we should learn it from elementary school. »​

“Steve will always be Apple’s DNA,” says Tim Cook

For Apple, training new generations to develop applications for its devices is not without commercial interest. In 2021, purchases in the App Store brought in 75 billion euros. The California giant receives a commission of between 15 and 30% on purchases made through the applications. The digital giant continues to break records with revenue of $83 billion in the most recent quarter alone.

But for Tim Cook, the interest is much more than economic. “Our company was founded by a visionary who believed in our responsibility to leave the world better than we found it.”estimates the boss for eleven years at the helm of the multinational, who succeeded Steve Jobs after his death. “Steve will always be Apple’s DNA”, he also says about his former boss and friend. In his eyes, the missions he must now complete are all the more important at a crucial moment in the story. “Whether it is the devastating war in Ukraine or the deep uncertainty in our global economy, it is undeniable that we face unusual challenges. »

It is measured more on the metaverse

Challenges that the businessman wants to face, keeping in mind two principles that he has been promoting for several years: the protection of privacy and the protection of the environment. “Privacy is a fundamental right. It is always possible to develop new features without collecting data. It is wrong to say otherwise. » Apple’s internal operations have been carbon neutral for two years thanks to the fact that its offices are powered by renewable energy. “By 2030, we will extend this advancement to our entire supply chain – and the lifecycle of our devices”he supports.

These ambitions should also apply to future Apple technologies. Always keeping a low profile on his brand’s projects, Tim Cook has a few ideas in mind: “I am fascinated by augmented reality [une technologie permettant de superposer des images en 3D à la vie réelle, notamment à l’aide de lunettes]. Tomorrow, like today, with the Internet, we will ask ourselves: “How did we live without it? ”” And when asked about the Metaverse, that copy of the physical world in a digital world accessible with a virtual reality headset, he remains more measured: “Most people don’t know what that means. This technology has its place, but you don’t want to have a helmet screwed on your head your whole life. » These are the first clues as to what the next apple branding revolution could be.

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