Cook came to China again. Apart from Apple, he also had more opinions on globalization and technological innovation.
At the 2017 China Development Forum held on the morning of March 18th, Apple CEO Tim Cook visited the scene and began talks with Qian Yingyi, Dean of Tsinghua University's School of Economics and Management, on "China and the World: Economic Transformation and Structural Reform." .
In the conversation, Cook expressed his confidence in Apple's product strategy for the past 10 years:
We are concerned with making the best products. If we can make the best products, we will not be short of customers. Then our business will be good.
According to Cook, China's smart phone companies are also familiar with this. For example, rivals such as Huawei and Xiaomi have also made excellent products in the local market.
He also pointed out that the focus on globalization, talent and innovation is the secret of Apple's success. He also stated that innovative technologies such as AR (Augmented Reality) and artificial intelligence will have much room for imagination in the future.
AR's technological breakthrough will take another 5 years
When it comes to AR (Augmented Reality) technology, Cook firmly believes that AR will have a major impact on people's lives in the future. "This technology does not cut us apart from this world, but better promotes us and World relations."
In his opinion, although a lot of excellent AR games have now been born, games are not the ideal vehicle for AR technology.
Because to make a technology truly and profoundly change people's lives, it should make this technology a part of people's lives. You cannot play games all day long. ... I think it is a cross-device technology, and in the end it will change the media in important ways.
For example, he can use AR technology to further improve the user experience in the medical and education industries, so that AR can be applied in more and more basic scenarios. This is the true value of AR and is also the goal that Apple and he pursue.
However, for Cook, although he agrees with AR's development prospects, he does not believe that AR will make "progressive" progress in the short term.
AR requires a lot of technical research and development. For example, sensors, displays, and even batteries require many different technical fields to integrate with each other. I think that it may not be possible to see a huge breakthrough in the short term. You will see that technology is constantly advancing, but it requires a leapfrog development of the overall environment. It may take a little time, about 5 years.
Artificial intelligence can create subversion but also create value
Compared with the prudence and restraint when dealing with AR technology, Cook believes that artificial intelligence has had an impact on our lives.
When using the iPhone, the keyboard automatically predicts the next word you want to enter, and it can also predict which song you want to hear. People may not know that the battery inside the iPhone, or the entire power management system of the iPhone will continue to learn your habits and constantly improve the iPhone's standby time.
In his opinion, machine learning and artificial intelligence can greatly increase our productivity. In addition to day-to-day work, the use of artificial intelligence in medical, transportation, and other fields can improve safety and reliability. “It is a boon to the entire human race.â€
Although people fear that artificial intelligence will steal jobs that would otherwise belong to humans, Cook believes that technology will subvert, but it will also create.
If we have enough foresight to understand the areas where it will create subversion, we can train our talents for the future. ... The subversive and positive effects of technology need us to balance, especially in the coming years.
Globalization is a good thing as a whole
For Apple, globalization is an important factor driving rapid growth in the past decade. Cooke pointed out that 10 years ago, about 60% of Apple's income came from the United States; and 10 years later, the income from markets outside the United States accounted for two-thirds of Apple's total income. The vast number of overseas assembly lines and supply chains, including China, are indispensable members of the huge Apple Empire.
However, for Cook, globalization not only concerns the business decisions of enterprises, but also has a profound impact on the living conditions and personal well-being of all humanity. He believes that globalization benefits more people than most people. Through global education, business activities, or sports activities, people from all over the world can enhance communication and communication and are closely linked.
So far, some countries may not be able to solve the problems brought about by globalization. They have not succeeded in enabling all people to benefit from globalization. I think not only the government but companies should also pay attention to this issue. We There is a common responsibility.
In his view, education is the most important way to improve equality and promote globalization. With the help of innovative technologies, this desire can be realized more quickly.
China and Silicon Valley can learn from each other in innovation
Silicon Valley has always been regarded as a pioneer of global innovation. As one of the leaders in science and technology in Silicon Valley, Cooke believes that Silicon Valley's "not subject to rules, do not care about the surface of the red tape," the characteristics of innovation is particularly important.
If an ordinary Apple employee wants to say something to me, he can tell me directly. ... The less your red tape, bureaucracy, and the flatter your organizational structure, the easier you will be to create creativity.
Cook also joked at the scene, claiming that he had tied his tie three times today to tie it up, because at ordinary times he does not need to wear a formal tie. It is this relaxed atmosphere that has created the "innovation power" of Silicon Valley.
However, he also believes that China’s opening up and innovation in recent years is amazing, and that Silicon Valley should also learn from China. For example, China Mobile pays a high degree of activity and popularity. If it is in the United States, except for Silicon Valley, the acceptance of mobile payments in other regions is still very low.
I think openness is very important. Basically, when I communicate with innovative entrepreneurs in China, they all have this mentality. But not all people have this mentality.
Cook also mentioned that talent has gradually become China's soft power, and Apple will continue to strengthen exchanges and cooperation with China's science and technology innovation industry and personnel. Following Beijing and Shenzhen R&D centers, Apple will also add two global R&D centers in Shanghai and Suzhou to strengthen the global mobility of innovative talent.
Corporate responsibility and technology bubble
At the scene, some reporters suggested that many high-tech companies now have too high valuations and may form a bubble in the technology industry. Cook does not agree with this.
I think there should be no bubble on the whole, not even the signs of the bubble.
He believes that technology continues to play a major role in the progress of the entire industry. Although some companies have exceeded their reasonable valuations, there has been no industry-wide bubble.
In Cook's view, business value is important for a company, but the company's values ​​and responsibility for social responsibility can have a more lasting impact.
He mentioned that Apple has always insisted on the use of clean energy. In China, they continue to promote the promotion of renewable clean energy through investment and cooperation with local partners. By 2020, 4 GW of clean energy power generation equipment will be installed.
Our goal is to make Apple's 100% renewable energy supply available to all operations worldwide.
In addition to actions in the field of environmental protection, Apple also advocates that companies should strengthen the protection of personal privacy.
Cook believes that many companies now have the ability to track users, and now many people may have more information on their mobile phones than their home.
We have a responsibility to provide everyone with a safe, private device.
Focusing on making the best products, keeping pace with the times, and not forgetting social responsibilities may be the secret to Apple's success.
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