Tim Cook on Cars

Thoughts on Apple Car, Part 151

Michael Schmidt
Jan 13 · 3 min read

ver the years, Tim Cook repeatedly talked about cars – even when the context of all of those comments was something completely different each time.

I have been collecting all the statements in order to get a feel how the company talks about transportation.

So here is Cook on cars, his own words:

“We talk about the ‘last mile’ of the supply chain — the delivery person who actually brings your product to the door. If that were done with all electric vehicles, that would be a really fantastic thing. That’s going to happen.”

About the personal user experience:

„The simple things, like do you drive to the airport? I haven’t done that in a little while, but when I did, I always forgot where I put my car.“

Here is a quote from Apple’s sustainability reports, so it’s not directly from Cook, but certainly related:

As we shrink the carbon footprint of Apple’s facilities, we’re also continuing to look for ways to reduce carbon emissions from business fleet vehicles, employee commute, and business travel. […] To encourage electric vehicle use, we also offer our employees over 550 electric vehicle charging ports, at no cost – an increase of 67 percent compared to last year – and we continue to add more to meet increased demand.

That was 2016, and in 2020:

We also offer our U.S. employees a transit subsidy of up to $100 per month, and we grew our bus commute program in Santa Clara Valley and China to reduce the use of single-occupancy vehicles. At all of our campuses in the U.S., we offer a total of more than 2300 EV charging stations, which help our employees transition to electric vehicles. Further, we offer campus bicycles and a dedicated bus commute program to facilitate employee commute through mass transit, which we estimate avoided over 6000 metric tons in fiscal year 2019.

Here is a screenshot from that report:

And finally, the most recent comment; originally about Apple Watch:

„Think about the amount of sensors in your car,“ said Cook, adding „and arguably, your body is much more important than your car.“

One quote I and many others I have dived more deeply into was Cook’s remark on autonomy:

But it wasn’t just Cook who talked about a possible future Apple Car, also COO Jeff Williams dropped a comment a couple of years ago during an onstage interview:

Do you have more comments on cars from Apple executives?

Thoughts on Apple Car

Conceptualizations on the future car, through the lens of Apple.

Michael Schmidt

Written by

Director Consulting at Virtual Identity. I spent a decade on automotive brands in digital, and blog about #strategy, the #ClimateCrisis, and #AppleCar.

Thoughts on Apple Car

Conceptualizations on the future car, a.o. read by Apple/VW/GM/Continental executives, Apple/Google/Dropbox/Microsoft/Nokia designers, WSJ/CNBC and AI analysts, Lyft/Snap investors, Medium staff writers, academics from HBS/WMG/CIID, and many mobility VCs/CEOs/founders.

Michael Schmidt

Written by

Director Consulting at Virtual Identity. I spent a decade on automotive brands in digital, and blog about #strategy, the #ClimateCrisis, and #AppleCar.

Thoughts on Apple Car

Conceptualizations on the future car, a.o. read by Apple/VW/GM/Continental executives, Apple/Google/Dropbox/Microsoft/Nokia designers, WSJ/CNBC and AI analysts, Lyft/Snap investors, Medium staff writers, academics from HBS/WMG/CIID, and many mobility VCs/CEOs/founders.

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