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Inside Tim Cook’s Apple

Perhaps smarting from the media response to two relatively weak fiscal quarters, Apple sat three of its top executives down with Fast Company’s Rick Tetzeli to calm the waters. In the article, CEO Tim Cook, SVP of Internet Software Eddy Cue, and SVP of Software Engineering Craig Federighi discuss how Apple has changed in the Cook era, including how the problems with Apple Maps led to public betas of iOS. The wide-ranging discussion also touches on Siri and how subscription services are helping Apple’s revenues. While Apple’s top brass avoided specifics, Eddy Cue did share the company’s overriding ambition: “We want to be there from when you wake up till when you decide to go to sleep.”

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