Hiking events

Tim Cook Talks Privacy, Backpacking and Long-Term Investing


AppleInsider may earn an affiliate commission on purchases made through links on our site.

Apple CEO Tim Cook says as a backpacker he appreciates the company’s new Emergency SOS, and investing in new features like this is the way to weather economic times hard.

CBS Matinees released an extended version of his Interview with Tim Cookin which he answers many questions about the Emergency SOS, the hiring freeze, Twitter and the economy.

“We are a company that wants to enrich people’s lives with our products,” says Cook. “When we shipped the watch, initially, we did so with a feel-good perspective in mind.”

“I started getting notes about people who found out they had heart problems they didn’t know about,” he continues. “[The] the next thing we did was put an ECG in there. And so we just kept pulling the strings and we keep thinking, ‘how can we help?'”

This channel recently led to the new satellite emergency SOS service for iPhone 14 users. With it, users can use their iPhone to call for help even when they are in places with no cellular reception. .

“I’m a hiker,” Cook says, “And so I’m often in places where there’s no service. You also don’t want there to be poles there because you’re walking away a bit of everything, frankly.”

“But now having the ability to contact in an emergency is huge,” he continued. “If you go to national parks [for instance, they] are largely not covered by cell service. And so it happens to people all the time.”

“And it’s so nice to be able to talk to a satellite hundreds of miles away, traveling at 15,000 miles an hour,” Cook said.

Privacy is the “question of the century”

CBS morning‘s Nathaniel E Burleson dwelt on how Apple reconciles its repeated stance on privacy with how it improves its services.

“Things like crash detection,” Cook replied, “all that information is kept on your device. Because we consider it your information.”

“We don’t suck this information into the cloud to make decisions about it,” he continued. “And so we believe in getting the minimum level of information that we need to provide a service to someone and we see privacy as this problem that is the problem of the century.”

Twitter and the future

Cook repeated what he had previously said about the hiring freeze reported by Apple, pointing out that the company was still hiring people, but more deliberately.

“What we do as a result of being in this period is we are very deliberate about our hiring, he said. “That means we’re still hiring, but not across the business.”

“We strongly believe in long-term investing,” he said. “And we don’t think you can save your way to prosperity. We think you can invest to get there.”

Cook was also asked what it would take for Twitter to be removed from the App Store, and he said he didn’t expect that to happen.

“[Twitter says] that they’re gonna keep moderating and so I think you know, I, I’m counting on them to do that,” Cook continued. “Because I don’t think anyone really wants hate speech on their platform . So I’m counting on them to keep doing it.”

Regarding reports that Cook is considering retirement, the CEO said “it’s the privilege of a lifetime” to be at Apple.

“I work with people that I really enjoy working with and spending time with them,” he continued. “And so there’s a lot of joy in my life because of Apple and it’s really hard to imagine life without Apple.”