Yes, that’s Tim Cook narrating. As Rene Ritchie notes:
My best guess as to why Tim Cook narrated the “Better” video is because it speaks to Apple’s core values, and speaking to Apple’s core values is both deeply important to Tim Cook, and how he’s been positioned atop and within Apple.
You can say Tim Cook is not a product guy, but there’s no question that he knows better than anyone how Apple does what it does. And because he cares about it, he’s made that process… better.
If you’re walking, you really shouldn’t be texting. While not as perilous as texting and driving, there’s no surer way to annoy fellow pedestrians than by zigzagging across a sidewalk, eyes glued to your precious screen. But if you absolutely must walk and text, Apple might have a new feature that could make that action safer.
“Further adding to the unshakable feeling that the apocalypse is nigh, Apple added a dedicated selfie section to the App Store.”
"It’s hard to imagine this would work as well with other equipment that doesn’t have Apple’s cult following. If hacked old computers were available for sale, would you want to buy a Dell from 2003?" - These classic Macs from the late ’80s have been fitted with iPads inside, making them a hybrid of recycled Apple parts.
These videos give you a rough idea of what talking to Siri from behind the wheel might look like.
At last, one of the best predictive-typing keyboards for Android is coming to iOS. The bad news, though, is that SwiftKey’s magical time-saving technology is siloed into a single app specifically designed for note-taking.
“On Sunday nights, will you dread going back to work on Monday? In three years, will you want to be at the same company? These are all small, but important things. When ‘work doesn’t seem like work,’ quality of life soars.”
"It’s compassion. It’s humility. It’s saying thank you. It is always putting yourself in the other person’s position. I know it might sound weird, but empathy is one of the greatest creators of energy. It’s counterintuitive, because it’s selfless.” (!)
—Meet Angela Ahrendts, soon-to-be Apple’s Retail Chief. Her goal? Making Apple shine again.
Buried inside System Preferences on your iOS device is a list of places you frequently go—with a surprisingly useful or creepy amount of data. Heres…
Path CEO Dave Morin talks about the most important lesson he learned while working at Apple: Simplicity.
"I am the one who touches the screen!"
Tim Cook’s iPad-doubting straw man is real. He’s IT consultant Bruce Berls. And as Fast Company found out, he doesn’t mind the shots fired.