- Apple CEO Tim Cook appeared on “Mad Money” with Jim Cramer to talk about the future of the company amid the company’s big stock slump.
- Twice, Cook repeated the phrase “it just works” – one of late Apple CEO Steve Jobs’ favourite sayings. The “it just works” mantra has fallen out of fashion under Cook, though.
- Cook could have used it as a deliberate callback to the Jobs era – a reminder that Apple’s biggest advantage is that it makes high-end products that all work closely together.
- In that sense, it could be a subtle call to investors to renew their confidence in the company.
Apple stock has been on a massive slide – first, it told investors that it wouldn’t disclose how many iPhones it sold, then a few months revised its own sales target down by at least $US5 billion, citing issues with China and a slower iPhone upgrade cycle. All told, Apple is down over 30% since its peak in October.
That’s why Apple CEO Tim Cook appeared on Jim Cramer’s show “Mad Money” on CNBC on Tuesday: to ease investor fears and perhaps ease the slump.
In the interview, Cook repeated a phrase that longtime Apple fans haven’t heard in a while: “It just works.”
Late Apple CEO Steve Jobs used to use that phrase a lot to explain why consumers seemed to prefer Apple products. However, since Cook took the reins at Apple, the phrase has fallen out of fashion with company officials.
Cook repeated it twice in his interview with Cramer.
“This team is unbelievable in creating hardware and software and services and getting them all to work together,” Cook told Cramer. “It just works.”
Then, when discussing AirPods, Apple’s popular wireless earbuds, he repeated it again.
“AirPods are becoming ubiquitous out there. People love them. I get notes every day. They’re chock full of technology. But they just work,” Cook said.
Cook also addressed Apple’s struggles in China, the reported slow sales of the new iPhone XR model, and Apple’s efforts to sell online services to its users.
“Bologna. I call bologna on that,” Cook said in response to a question over whether the iPhone XR is a flop. “Let me tell you how I view this. Here’s the truth, what the facts are. Since we began shipping the iPhone XR, it has been the most-popular iPhone every day, every single day, from when we started shipping, until now,” Cook said.
“When I look at the long-term health of the company, it has never been better. The product pipeline has never been better. The ecosystem has never been stronger. The services are on a tear,” Cook continued.
But for all of Cook’s defences of Apple’s current business strategy during the 20-minute interview, his callback to an important phrase in Apple history may speak the loudest.
After all, it was during the Jobs era that Apple gained its reputation for making premium products, and it highlighted Cook’s main point during the interview – that Apple is continuing to make great products, and that the stock price and other issues facing the company are short-term problems.
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