How Apple is really changing the world — what no one mentions about this keynote

“Life’s most persistent and urgent question is, ‘What are you doing for others?’ ” I often challenge myself with that question[…] — Tim Cook, on Bloomberg

It has been almost 5 years since Steve Jobs died. A very iconic leader, who clearly has stand out through his great vision for the creation of products such as the Macintosh, iPod and iPhone.

After Jobs, Tim Cook took the wheel. He isn’t as visionary as Jobs. Instead, he’s someone with exceptional operational capabilities, who has been making an excellent work taking Jobs legacy to its full potential, achieving the biggest numbers Apple as seen in its life.

On the other side (even though it may be too soon to tell) since then Apple hasn’t been delivering the major innovations that it did under Jobs umbrella — products that had high impact on how we know the world today.

And the truth is that, Apple may not be changing the world that way, but it is via a different route— since then, Tim has been taking advantage of Apple’s power and influence to make the World a more inclusive place. Yesterday’s Keynote was an example of that.

While people were anxiously waiting for the next great feature, Apple left subtle hints on what it stands for. This was the case of the Apple Watch’s video showing Paralympic athletes, and Sia’s live performance in tribute to the LGBTQ killed in Orlando’s shooting.

This is a continuation of Cook’s work for the past years which, between many things, took a strong stand in support of a workplace equality bill before Congress, fought against anti-LGBT “religious freedom” bills in Arkansas and Indiana, fought against the FBI in defence of privacy, has been making Apple’s products some of the most user friendly for the disabled community, and has been working to turn Apple into one of the most inclusive companies.

At the end, Tim Cook may not leave a legacy of innovation, but hopefully will leave one of great social impact.

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