Apple CEO Tim Cook, Jony Ive, Laurene Powell Jobs panel interview

Apple CEO Tim Cook speaks onstage throughout day 2 of Vox Media’s 2022 Code Conference in Beverly Hills, California.

Jerod Harris | Getty Images Entertainment | Getty Images

Apple CEO Tim Cook mentioned on Wednesday that Apple would not spend a whole lot of effort bettering the texting expertise between iPhones and Android gadgets as a result of its customers have not been asking for it.

“I don’t hear our users asking that we put a lot of energy on that, on this point,” Cook mentioned in response to an viewers query at Vox Media’s Code Conference in Beverly Hills, California. “I would love to convert you to iPhone.”

The response comes lower than a month after Google kicked off an promoting marketing campaign meant to place stress on Apple.

Currently, texts between iPhones use iMessage, which has a a lot smoother expertise than when an Android gadget texts an iPhone, wherein SMS messages present up as inexperienced bubbles. Google desires Apple to undertake RCS, a form of messaging that’s meant as a next-generation SMS alternative with encryption and different trendy options.

The questioner pressed Cook, saying that he cannot ship movies to his mother due to the restrictions of SMS messaging.

“Buy your mom an iPhone,” Cook mentioned.

Privacy push goes again to Steve Jobs

Cook was joined by former Apple head designer Jony Ive and Laurene Powell Jobs to debate the legacy of Apple’s founder and announce a brand new Steve Jobs archive and potential documentary.

Apple’s current privateness push will not be a brand new objective for the corporate — the pondering truly goes again to founder Steve Jobs, Cook mentioned.

“Steve really ingrained in the company in the early days in the importance of privacy and it has only grown since,” Cook mentioned.

Cook cited a 2010 discuss by Jobs the place he mentioned that privateness implies that customers consent to share their information. “Privacy means people know what they’re signing up for, in plain English, and repeatedly. That’s what it means,” Jobs mentioned within the discuss cited by Cook.

Cook’s remarks come as the corporate’s privateness push has drawn growing criticism as self-serving as the corporate has launched new privateness options that make internet marketing harder to measure as Apple reportedly plans to extend the scale of its promoting enterprise and introduces new advert models.

That’s the identical philosophy behind App Tracking Transparency, a function launched in 2021 that has roiled the internet marketing business. iPhone house owners are requested earlier than sharing a novel gadget identification quantity with apps once they boot up — and most iPhone house owners select to not, stopping on-line advertisers from precisely monitoring the efficiency of their adverts.

Companies together with Facebook mother or father Meta have blasted the change as anticompetitive. In February, Meta mentioned it will value it $10 billion this yr.

“What we felt is that people should own their data, and they should make their own decision,” Cook mentioned on Wednesday. “People should be empowered to be able to make that decision in a really straightforward and simple manner. Not buried 95 pages deep in a privacy policy somewhere.”

Cook elaborated that Apple follows stricter guidelines than advertisers and defended the corporate’s search adverts.

“We’ve never said digital advertising is a bad thing,” Cook mentioned. “What is not good is vacuuming up people’s data when they’re not doing so on an informed basis.”

Cook was requested if he noticed Apple as a strong firm that has stepped in as a result of regulators have not handed privateness legal guidelines.

“We’re not trying to be a regulator,” Cook mentioned. “All we’re trying to do is give people the ability to make the decision for themselves.”

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