The Apple CEO addresses new iPhone features, privacy concerns, the iPad Pro as a desktop replacement, and why you can’t delete that pesky Stocks app, in a car ride across Manhattan.
Jon Premosch For Buzzfeed News
Tim Cook is twisted sideways in the deep passenger-side backseat of a black Cadillac Escalade, rolling through Manhattan from the Flatiron district up to the company's flagship Fifth Avenue Apple Store — where a great glass cube sits atop Apple's subterranean retail center. Nobody at the store knows he's coming. Not the manager. Not security. There's no timetable for him to appear. And so for the 20 minutes or so it takes the car to wind through the late afternoon Manhattan traffic, I have him largely to myself.
Cook likes the secrecy. He does these store drop-ins periodically and has found that surprise visits are far better for everyone involved, himself included. The CEO of Apple visiting one of Apple's many retail stores is de facto a big deal, particularly for store employees who'd likely agonize over preparations if they knew he was coming. So Cook keeps it quiet. "I almost always go in unannounced," he says. "It's rare that I tell anyone that I'm going. But I do try to go to stores every time I'm traveling to a new city. It's important."
Jon Premosch For Buzzfeed News
In another car, also winding through Manhattan on the way to the same store, is Apple SVP Eddy Cue, the company's top deal-maker and the guy quarterbacking its new Apple Music service and forthcoming next generation Apple TV. Also aboard: longtime Apple VP Greg "Joz" Joswiak, the guy who's headed up iPhone and iOS product marketing since the very beginning. They've done some of these store drop-ins before as well. But Cue says they typically end up spectators like everyone else. "This is all about Tim." (Later, after having watched Cook pose for innumerable selfies with Apple Store customers and employees, Cue will take one of himself alongside his boss. "Might as well get mine," he jokes.)
Less than a week ago, Cook and Cue — and a handful of other Apple executives — presided over a media event introducing a pair of new iPhones, a long-anticipated overhaul of the Apple TV, a new 12.9-inch iPad Pro and a pressure sensitive Pencil stylus to that turns it into a sketchbook, medical imaging tool or a drafting pad. It was a big launch, held at the Bill Graham Civic Auditorium, an honest-to-god, 7,000-seat concert hall that has hosted the likes of The Who, Skrillex, Swedish House Mafia, and the 1920 Democratic National Convention.
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