Apple CEO Tim Cook on company's "holy grail," taking risks and more | Extended Interviews

Business leaders Tim Cook, Sheila Johnson and Mark Cuban recently sat down with "CBS Sunday Morning" to share their unique stories of success, career challenges, visions for the future and more. We've compiled their interviews that aired separately on "Here Comes the Sun."
#news #interview #business
0:00 Intro
1:04 Apple CEO Tim Cook
14:54 BET co-founder Sheila Johnson
27:12 Entrepreneur Mark Cuban
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[@d3xmeister]

Tim is underrated. He’s a great CEO and a great human being. The shoes he managed to fill, that’s impressive, I reckon 99% of CEO’s would have failed in his place. Tim, keep being yourself, and stay healthy !

[@yuri.moiseyev]

Steven Jobs was much better.

[@SaveTheInsects_Team]

@@yuri.moiseyev while I did love Steve, he was also ruthless business leader. There is many stories of him being quite inhumane to a lot of his employees, and wasn’t necessarily the best leader of the world’s largest company. I think he was a great founder of it, but Tim Cook is a great refinine-e.

[@Fluterra]

Not at all. Steve laid the groundwork which has allowed Apple to coast and ride the growth wave. He is a great COO, not a great CEO. He is vision-less.

[@jerryli5555]

Yeah, Tim Cook is underrated, he is much better than Steve Jobs in many aspects

[@filmweaver2013]

We often see tim as some big corporate ceo guy, that just does sth in a cubicle but I got a whole new respect for him, he may not have founded apple but he is the reason apple is alive and is this valuble! He is an amazing leader! He does innovation without compromises and deliver!

[@rorz999]

Apple runs sweatshops in China where the workers jump off of balconies because the work hours are so brutal...

[@filmweaver2013]

@@rorz999 true, it’s extremely disturbing and sad. Not trying to take apple’s side but, it is a third party manufacturing facility. Apple has no authority of its working conditions right… and who wants to mess with someone else’s business practices.

[@TylerJReed0]

@@filmweaver2013 This is true and also Apple is far from the only tech company to deal with China. It's a much bigger problem than just one company. @rorz999 is just being ignorant.

[@mzr9710]

@@rorz999 as the other guy said, its not really their decision how the manufacturers organize their work, and they have to get the work done somewhere, also if you think thats just apple, you will be greatly surprised as thats what every company does

[@johniii8147]

Tim Cook was the best decision Steve ever made for Apple from the hiring to promotion to CEO. Despite early criticism which was inevitable, trying to follow in Steve shoes, he has led brilliantly. Steve himself could’ve never done what Tim has done to build a company.

[@freedomlovingamerican]

Sadly, since Tim Cook became CEO, Apple has been unovating.

[@hievey1369]

@@freedomlovingamericanhe doubled their revenue and made it the biggest company in the world

[@ariffin128]

@@freedomlovingamericaniphone x apple watch was new technology under him

[@Brutalister]

@@freedomlovingamericanApple Vision Pro is insane innovation

[@FishTalkFish]

Thank you, Mr. Cook!

[@darrenprior6339]

Not just a brilliant and underrated CEO but also a delightful man. He managed to fill the shoes of a giant in the tech industry and then take the business even further. Amazing.

[@user-bg9bk6ov5j]

Thank You CBS AND Tim Cook. 🎁🎄❄️☃️🎋

[@Sdreaasmit]

Much appreciated sir 😊

[@ronaldo19832]

Loved the Cuban interview.

[@docentok12]

great interviewer!

[@GMD1984]

Love me some Tim Cook…..best CEO in America

[@peterwiles1299]

Green goals. That’s good. When can the user replace the battery in their device?

[@ReneeKadlubek-gt9qm]

Innovation and forward thinking is wonderful

[@jacobmaz8157]

“ we want people to look at this and rip it off” that made me laugh but that’s a good way to put it!

[@MrJONES925]

love that trumpet at the beginning

[@_SPREZZATURA_McGEE_]

its very merry old england and the british broadcasting corporation :)

[@ReneeKadlubek-gt9qm]

Love this thank you

[@rufuufeb]

Why there are so many cropped clips instead of a full interview video?

[@RajuGogul]

Sir Tim Cook, With Deep Respects!

[@MHLegacy]

Ah, yes..."Tim Apple." "Tim Apple," we call him. Lots of people call him that. A lot of people don't know..."Tim Apple," they haven't heard about this. But "Tim Apple,"...he's doing big things. Unbelievable things, the best things..."Tim Apple"...

[@lorenzo4708]

Was this filmed two decades ago?

[@RonnieRedd]

Open source your products would greatly enhance those goals

[@thutrangninh5003]

Mark Cuban is the best dad I never have ❤🎉

[@elhannesia]

When Apple walks the talk, our sincere thanks goes to Tim for his leadership! You are absolutely awesome! In any case, what else could you do with $100 Billion dollars lying around, you might as well save the earth in which we all continue to live in and protect our freedoms and privileges.

[@EttabyICP]

Why not use a SMR - they aren't walking the walk. Solar is a dead horse compared to SMR - or what about energy is everywhere - Nikola Tesla theory?

[@richardcampbell7255]

Seriously? He is forcing people back to the office increasing emissions while wasting people’s time, money and gas. He is obviously a poor leader who doesn’t get it.

[@a-don13]

@@EttabyICP solar is the lowest cost energy generation method, so no it is not a dead horse and it has its place

[@limyize]

save the earth? they abuse cobalt miners in Congo for batteries in their products

[@SaveTheInsects_Team]

@@EttabyICP solar panels, definitely have their place. While certainly not the future in their current form, they are some of the best, most scalable, clean energy production technologies we have. Fusion reactors are still in beta development, and very few are being used commercially. It is a technology to invest in for the future, but certainly not anything currently viable for the largest company on earth, trying to offset all their carbon emissions.

[@weirgregory]

In South Africa, the Apple lisenced reseller, iStore, refuses to recycle old Apple products

[@EttabyICP]

I don't see that as the best choice. A SMR could power everything and they could grow food there or a recreation area

[@constitutionloversue]

Think everyone should be independent, and decide what they want to do themselves. Choice

[@ddvantandar-kw7kl]

Great interview. I still remember Steven have said we dont ship crap.The initiatives apple have taken about carbon nutral products Environmental friendly products is great and I believe most of them will follow the same path to save this planet and our generation Highly appreciated the interview.

[@thundergato84]

They ship overpriced products. 😂

[@franciscoponce7981]

you mean making products with limited lifespan, planned obsolence and anti repair mesaure so you just throw it away and buy another one when it breaks within a couple of years? yes very enviromentally friendly lol

[@ManojKumar-kj3bb]

Tim Cook is a great Leader. Salute 🫡

[@peculiarfilm]

You can only choose saving earths limited resources or economic gain. Cook should know

[@gostfalcon]

Horn volume?

[@innnews6299]

Apple would save the earth more by making its products easy and reasonable in cost to service. That is so that its products can be used until they no longer can, not mostly getting tossed out and replaced with new Apple items like it is now.

[@marcel9568]

Exactly.

[@portman8909]

It’s not profitable for them.

[@CorbinWilliams]

Today’s phones last much longer than previous generations. Think back with the iPhone 4, 5, 6 and 7 as soon as they became 2 years old they were slow and unable to keep up. Nowadays many people still running just fine on their iPhone 11’s and 12’s. Same goes with the Macs, all the current Apple Silicon models will last many years longer than then intel based Macs. I could go on and on. Now if you add the fact that all new products are being designed with the ultimate goal of carbon neutrality, it gets even better.

[@TravMakesaMove24]

@@CorbinWilliams don't forget, we can also get into Apples Recycling Efforts with their old phones, the cherry on top😁

[@IRENE-iv4xl]

At whatever Cost. Steve Jobs is literally turning in HIS GRAVE. good job sir 😂

[@Mike0193Azul]

I appreciate the efforts Apple is making with recycling and using less and less plastic 💚

[@vivekp4854]

Now I'm sure the comments are full of bots

[@adredy]

You say recycling is eco ? energy is from air ? :D

[@h9z4g3]

Hey Tim, how are the apples watches doing?

[@XAirForce]

They failed me personally, because I couldn’t order a headset when the screen turned at 5 AM in the morning. I had the screen rotation lock on and didn’t know it and the software didn’t say anything so the headset didn’t get ordered. They have control of both the hardware and software and did not make the ordering process accessible on their own devices. So now they no longer get money for the next couple of years. I had just bought a MacBook Air last month getting ready for this. Oh well, the money stops for a while, including subscriptions to all the art programs I used on the iPad. If my $3000 worth of iPad pros can’t order a $3500 headset you don’t get any more money for me for a while. Thanks for trying to take care of the environment Tim. That’s more important to me than Vision, Pro, by far, any day of the week. I won’t stay mad at you too long. 😂. Hey Tim, your new self protection you need to also have it so you can tag your devices to be stolen. It’s way too hard to explain to your partner why you want a new phone so you should be able to tag it in the device and then someone will pick it up, so you can then replace it : )

[@41086662]

Wow lots of respect for you. You’re so brave and open to the world and me.

[@mariyanantony6554]

Buying energy is important

[@technician006]

"Accelerate a feature" ... still no multi-tasking on the iPhone. Still no complete integration of Messages on Android or PC.

[@sf2998]

does anyone wnat to buy at least 10%, who and for how much thanks

[@lenn26y]

Just what I thought. He’s watching pre releases of content that’s not on announced. Must be nice😂

[@behrensf84]

Tim Apple!

[@user-he6yq4ed4w]

Bravo Tim Cook and your American iconic user growth and development in the future Always from Steve Jobs yo John Dickerson company world and the ripple of the pond. Carbon neutral 🌍🌏🌏

[@CampsitePyro]

How about have all types of industries try to reduce the material used for packaging? That would be the greatest change. Also, less garbage produced.

[@jakubLonghorn]

How could VR not be the holy grail? I mean, we’ve been working toward it for literally decades.

[@Dieggovelazquez]

Top 5 American CEOs in the last 20 years.

[@kevinfed668]

These people have made it and are the face of a company but aren't the good people they are painted out to be.

[@andre-le-bone-aparte]

@34:54 - "The Wizard Of Woz" - Steve Wozniak and The Make A Wish Foundation would disagree...

[@dullbananas9901]

The Free Software Foundation will make Tim Cook cry

[@Wekxngrecordlabel]

How is the update on iPhones collection delivery truck system timing history 🕋🧬🕯️

[@yamil.343]

I don’t like him but Apple keeps thriving under his leadership so that’s good.

[@JeremyIrving1]

Dear traditional media, people don’t want your over produced narration and cuts, they just want the interview.

[@poriferarobertquadrilatera4146]

Companies and CEOs talk about equality as a way to dodge discussing wages and worker’s rights. Equality is a false consolation prize for the working class. Isn’t it amazing how “the message” has grown louder and louder as the middle class has continued to shrink…

[@Wekxngrecordlabel]

Hey yow Cora dreaming is believing

[@RobertoFloresAndFamily]

Asking Cook about Apple's presence in X is weird since CBS News has a presence on X as well.

[@dirkjanvanhemmen]

Tim Cook great men four Apple

[@simob7862]

Apple should offer a better buy back option for their iPhone and iPad and even iMac devices. So say you got a new iPad Pro and the deal was in 2.5 years you traded it back in for the new one. Also kits like you got the iPad Pro the mini speakers and the new 24 Apple monitor in the one. Or Apple did a deal with Sony and you got a Sony blue tooth turntable 4 speaks and Apple TV replace the speaker and Apple TV later on same kind of thing. They could recycle ♻️ them

[@zero131056]

The challenge here is that Apple needs to be able to benefit from the recycling itself, which really comes down to how the original product is manufactured as well as overall how the materials for said products is recyclable. Even in 2023 the way most tech products are created means that only a certain amount of said product is able to be recycled.

[@rewindom]

You’ve been able to trade in for years

[@saskiavanhoutert6081]

Carbon-neutral is a good initiative, why shouldn't you achieve that when it is possible. Great for nature either and perhaps you save also money with that purpose. Tim Cook does great and others from APPLE also. Kind regards.

[@portman8909]

Diversity is meaningless box ticking. Skill and ability is what matters.

[@bobweiram6321]

Says the loser.

[@funkmonkeyfun]

Let fix the title: Tech interview turns into political virtue pressure.

[@Theantichryst]

❤

[@dhk19]

Hold out for the 15 how old is this interview 😅

[@garywei1945]

Remember being largest market cap of GE in 2008, today where ranking for GE positions. I do find Apple danger and run and move so slow. Operation guy just focuses on economic scale and opinions excellence, but lose innovation and creation. Market cap will continue to drop for Apple in 2024

[@Tourismwithsetarehdan]

Prfct❤❤❤

[@smallwang7]

One of the main processes that happens in alcohol is the same process that makes LSD.

[@gregg2696]

Please remove the CBS News branding. I stopped watching after the 15 minute Apple commercial. Tim Cook's mom would have done a more balanced interview than Dickerson did, and this is coming from a huge Apple fan.

[@TheRusschannel]

every time i see Tim speak I invision a banna...

[@phongle1772]

Here’s my conspiracy theory. They kept Steve Jobs alive as AI and tim is chatting with him about Apple. 😂

[@Bryanbkk]

Wow, the Tesla of mobile devices!

[@bryallen11]

Truly stunning. The guy that Steve left in charge of Apple is focused on clean energy instead of beautiful products. Truly disgraceful.

[@rewindom]

Jony Ive left in 2019

[@darkhairboy1]

Yeah why not? Better than giving it to Uncle Sam.

[@kandinsky8660]

Hey Cook. You've been doing a good job but be careful out there. You need not forget that you are not Steve Jobs. That's what's behind the '9 times valuation since Steve Job's death'. You need to know when to step down. Schmidt made a smart move by doing that.

[@howardhdavidson]

These people are creating a world where we don’t have to interact with other people for money . You can watch real life without really experiencing it .

[@Mangolite]

We now know who provides the Wakandians with their tech other than vibranium.

[@wbeard358]

I like Apple Products, not so much their business model

[@EricResells]

WOW! To be able to say you made enough money to where if you don't make anymore its not going to affect your life, your kids life or their kids life... WOW!

[@jacobmaz8157]

Oh no, they said virtual reality more than once, Apple does not like that

[@user-ii4ex3ff7w]

Most people around the World who have an iPhone have photos dating back as far as the YEAR 2023 ONLY

[@raginald7mars408]

.. as a German Biologist Since 1982 I have an accelerating incurable Allergy Against anything from “Apple” Cult Psycho Paths $$$$$

[@pulsatingsausageboy2076]

I laughed at that response to the question he asked about Texas politics. What he was really saying is money is more important than values. Not surprising though. Just goes to show that as much as Apple pretends to be champions of social justice they’re really not any different than any other corporation.

[@sma9810]

He’s not a politician. He’s a businessman and has fiduciary duty to all his employees and stock holders.

[@pulsatingsausageboy2076]

@@sma9810 In other words my comment is spot on. 👍🏻

[@chilloff5948]

True. However, I don't think they are trying to be "champions of social justice". I do feel like there is a cultural shift in corporations to actually support some of these movements, whether it's genuine or not, maybe yes maybe no. Any corporation who goes full "woke" often gets hurt, so I think they like to walk a fine line of support, while not becoming full social justice warriors. I think this is as good as you'll get from a corporation, and I think it's better than not making any effort. @@pulsatingsausageboy2076

[@bayeabdine7716]

Elon wasn’t anti semist

[@rambo4war]

Instead of keeping me in the Apple ecosystem their policies and tactics actually produce the opposite result.

[@freedomlovingamerican]

Sadly, since Tim Cook became CEO, Apple has been unovating.

[@mikebarnacle1469]

just make a phone that actually lasts

[@MrUdayNarainPandeySharadNPande]

What he asked was risk taking how far and how much at what pleasure once all your shoes are wet dry whatever

[@Canoneosmiami]

We don’t need to be charged full price and not receive a charger in a pretend of being carbon savy ,when u don’t include the charger reduce the price by 69-79$ so people can buy it separately…

[@Hecticam]

Taking the risk of legal action by illegally poaching and stealing your partners' technology! (e.g. Masimo)

[@fredericgilbert6742]

Stay by making iPhones repairable

[@5ALA8E7TZZCZQ]

*⚡👑🗽🔥🗽👑⚡* 1:38 *

[@thegingershow9676]

Kinda scared of when he steps down. No one could really take his place, he should stay till he’s 90

[@brennenstephentaitheilman7750]

Why does Tim Cook Babies?

[@adredy]

yhy ;) 24:00 awesome actor ! :) mmmmm yhyyyy mmm

[@KL-xv5gj]

Taking Risks? The design of iPhone has not changed since when? Playing safe and housekeeping are the trademarks of Tim Cook who ruined the Steve Jobs' Apple brand, although stock price of Apple overall got higher! But to customers, Apple becomes a dull, boring yet expensive brand which is no longer customers-centric!

[@jorge10928]

"think different" by stealing technology from smaller companies and calling it their own...

[@aoming6398]

They never said its their own

[@jorge10928]

@@aoming6398 They don't tell you it's not and won't correct you otherwise.

[@aoming6398]

@@jorge10928 im not surprised that they didn’t tell you…when snapdragon announced their X Elite they didn’t tell you that the people who worked on it are former apple engineers. This is considered normal in the industry.

[@KL-xv5gj]

Foldable phone by Samsung is risk-taking, at least they tried. iPad Pro does not even have OLED screen yet, which is outdated. Samsung launched big screen smartphone, then Apple followed suit with iPhone 6 Plus....then rest is the history.

[@tennissir1986]

Tim is full of it ! He never takes risks. He has only milked the products that Steve Jobs created. Iphone makes 90 percent of,their revenue. Is it a coincidence that he’s now pushing himself as an innovator because apple just release Vision Pro - the only new thing he has as ever done - and by most reviewers has great technology - but no real use.

[@ethanschultz960]

Apple Watch AirPod pro max apple silicon Mac’s sure

[@tennissir1986]

@@ethanschultz960 Apple silicon will prove to be a financial mistake.

[@LeftEagle51012]

@@tennissir1986in what way

[@tennissir1986]

@@LeftEagle51012 When apple made the decision to get into the silicon business Intel had no pc cpu competition and charged exorbitant prices. But a few years after - AMD became competitive and prices have come down a lot. They will never recoup the billions it cost to get into silicon compared to buying from amd or intel and they don’t sell their silicon to other companies.

[@ethanschultz960]

@@tennissir1986 how can I ask

[@garywei1945]

Enough is enough! So frustrated we haven’t found amazing and great totally new products in new areas. Tim Cook pursue both low cost and differential, but i do find he lose focus on amazing innovation and frequent updates for IPhone and we haven’t seen great innovation. Tim Cook got big trouble and cannot be forgiven for living Heaven Jobs Steve

[@Fluterra]

I am a full Apple user. Tim Cook is a great COO, not a great CEO. This is so dumb: Apple is not a solar electric utility. If they really wanted to be “carbon neutral”, they would allow us to repair Apple devices easily (e.g., make the battery replaceable in a Watch). This is a JOKE! It’s just PR from a company that has lost its visionary leader.

[@pearlrival3124]

the conversation should have been had regarding the the watch lawsuit. steve jobs was dead set against IP theft. recruiting engineers that are willing to violate non competes doesnt justify it. hes rolling in his grave right now.

[@wintertill]

Apple needs a new CEO

[@arinkim708]

The whole notion of carbon neutral is just outright oxymoronic. It is literally like stealing items from a store then offsetting by donating a small portion of it to charity and telling the owner it is ok, I donated part of the stuff i stole from you to the local charity, you will be just fine. It is totally laughable.

[@tomcassidy2525]

apple cells are made in ?

[@tiboregoldberger6817]

In 2023, an estimated 6.3 million children under five died, 2.9 million of them in the WHO African Region. This is equivalent to five children under 5 years of age dying every minute. Two thirds of these deaths can be attributed to preventable causes. A third of all these deaths are in the neonatal period. 0:29