• Apple CEO Tim Cook participated in a video interview with a Chinese school pupil who’s additionally a tech influencer within the nation.
  • The dialog touched on all the things from Cook’s ideas on innovation and new merchandise just like the iPhone 12 collection to the significance of China and Chinese customers to Apple.
  • Cook talked about how options like Night Mode had been influenced by Chinese customers.

Fresh on the heels of Apple reporting its highest-ever revenue in China through the December quarter, and with Huawei persevering with to endure the residual results of the Trump-led ban on its merchandise, Apple CEO Tim Cook sat down with a Chinese school pupil for an interview. One that was much less a collection of probing queries and extra a little bit of a chat between Cook and 22-year-old Chinese college pupil He Shijie.

The dialog ranged from the iPhone app that Cook makes use of probably the most (in addition to electronic mail, the Notes app), to Cook’s high-level ideas about Apple in the mean time (2020 was Apple’s “high 12 months of innovation ever”). Cook’s questioner was clearly an Apple fan and didn’t attempt to conceal how a lot he loves the iPhone maker’s products, however he nonetheless was in a position to garner some attention-grabbing insights from the CEO, together with some particulars in regards to the affect that Chinese customers have on the corporate’s merchandise.

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For instance, when Cook was requested to call any options developed primarily based on suggestions from Chinese customers, he responded:

“Oh, there’s a ton of options there which might be. You know, whether or not it’s particular keyboards, whether or not it’s QR code mode … 5G, in a variety of methods, was energized in China, as a result of China is to this point forward within the protection mannequin for 5G. Junction View in Maps, due to the advanced intersections and so forth. Night Mode was one other one the place the inspiration for Night Mode got here from China. Yeah, we get a variety of suggestions from China.”

Image supply: Weibo

You can watch the complete interview here, which has subtitles in each English and Chinese.

As far as Cook’s feedback about final 12 months being Apple’s most revolutionary ever — regardless of the coronavirus pandemic — that was a reference to the discharge of all the things from the brand new iPhone 12 series to new iPads, new Apple Silicon Macs, the Apple Watch Series 6, and rather more.

He Shijie, who’s often known as He Tongxue, is a pupil at Beijing University of Posts and Telecommunications and a serious tech influencer in China. He now has virtually 7 million followers on the video streaming platform Bilibili. At one level, he advised Cook that his grandmother needs to discover ways to use an iPhone so she will be able to watch his movies and make FaceTime calls, however she’d discovered it tough to grasp the know-how. Can Apple do extra to assist older customers, like her?

Responded Cook: “We attempt actually onerous to design our merchandise for everybody. And we attempt very onerous to design the product just like the thoughts works, so that you don’t need to have an instruction guide — you may choose it up and it really works the way in which that you’d assume it will work. We have courses in Apple retail, the place we’d love to coach your grandmother on utilizing her ‌iPhone‌ proper there within the class. And we’ve got phone help and so forth for those who want that. But our hope is and our want is all the time to design the product in such a approach that it really works as you’d anticipate it to do, in order that no instruction is required.”

Cook additionally raved about some previous journeys he’s made to the nation, together with a go to to the Palace Museum in Beijing final 12 months throughout its 600th anniversary, in addition to the Modern Art Museum in Shanghai — which he couldn’t assist noticing incorporates augmented actuality into some displays.

It was all, once more, one thing of a reminder that Cook is keenly conscious of how effectively Apple is doing in China in the mean time, having advised analysts throughout Apple’s most up-to-date earnings name that the corporate’s success there’s really “more than an iPhone story.”

“China additionally had a document variety of upgraders through the quarter, probably the most we’ve ever seen in 1 / 4,” Cook mentioned throughout Apple’s earnings name a couple of weeks in the past. “I believe most likely some portion of this was that individuals most likely delayed buying within the earlier quarter as rumors began showing about an iPhone.

“Keep in thoughts that 5G in China is … the community is effectively established. And the overwhelming majority of telephones being bought are 5G telephones. And so I believe there was some stage of anticipation for us delivering an iPhone with 5G.”

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Andy is a reporter in Memphis who additionally contributes to retailers like Fast Company and The Guardian. When he’s not writing about know-how, he might be discovered hunched protectively over his burgeoning assortment of vinyl, in addition to nursing his Whovianism and bingeing on a wide range of TV reveals you most likely don’t like.

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