“It’s hard to imagine life without Apple because my life has been wrapped up in this company…since 1998.” WIRED Editor at Large Steven Levy sits down with Apple CEO Tim Cook for The Big Interview, revisiting his early years with the company, discussing where Apple is presently and where he hopes to take it from here.
Director: Efrat Kashai
Director of Photography: Matthew Caton
Editor: Katie Wolford
Host: Steven Levy
Guest: Tim Cook
Line Producer: Joseph Buscemi
Associate Producer: Paul Gulyas
Production Manager: Peter Brunette
Camera Operator: Joe Barnett
Assistant Camera: Travis Switzer
Sound Mixer: Ian Van Keuren
Production Assistant: Nathan Paul Sandoval
Post Production Supervisor: Christian Olguin
Post Production Coordinator: Ian Bryant
Supervising Editor: Doug Larsen
Assistant Editor: Billy Ward
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@GogoViki
December 4, 2024 at 3:07 pm
Ah, the old walking billboard
@SM-en7vp
December 4, 2024 at 3:25 pm
Apple is basically a marketing company to build a cult of idiots who buy their overpriced junk
@Shmeado
December 4, 2024 at 3:29 pm
Missed an apostrophe in the thumbnail
@garcipat
December 4, 2024 at 3:32 pm
I have no apple amd I dont need apple. Please go away. Thanks.
@DimaShortPlay
December 4, 2024 at 3:39 pm
It’s hard to imagine apple pie without apple. Tim the cook
@john.doe.se7en
December 4, 2024 at 4:02 pm
You can feel how much politically correct he tries to be.
@bodigames
December 4, 2024 at 5:11 pm
Obviously. One wrong word and it can have massive effects on the company.
@TNTsquid.
December 4, 2024 at 4:08 pm
mfw I use android
@philodygmn
December 4, 2024 at 4:36 pm
Disney left Walt’s office undisturbed for decades and nearly died before the Ashman Renaissance. I hope Apple avoids following in their footsteps.
@jkecollins
December 4, 2024 at 4:50 pm
Has Tim always had white hair?
@Jehutythm
December 4, 2024 at 5:40 pm
such a soulless corpo talk
@workout-7050
December 4, 2024 at 5:53 pm
The Rise of Apple will start – without Tim cooking
@MayorMcC666
December 4, 2024 at 5:55 pm
its really funny how steve is revered like mao or stalin
@GavinRemme
December 4, 2024 at 5:59 pm
let tim cook
@aviduser1961
December 4, 2024 at 6:00 pm
Having Stevie Wonder consult on Vision Pro says a lot about this company.
@NPx231
December 4, 2024 at 6:03 pm
Tim Cook should have been COO, not CEO.
@NPx231
December 4, 2024 at 6:13 pm
He lost me when he said it’s “more productive” to have a pre-recorded release.
Jobs introducing the iPhone and iPad wasn’t for the audience and I’m 100% positive those videos will be around for 100 more years.
That one statement is a microcosm of why Apple hasn’t released a meaningful product in 12+ years.
@fredpittman1972
December 4, 2024 at 6:19 pm
Wow – not a single hard question. Anyone not wanting to know anything beyond the slick commercials should watch this interview.
@Golgo1412
December 4, 2024 at 6:45 pm
Its not that hard to keep my apple cultist happy
@TerraCotton
December 4, 2024 at 7:15 pm
7:58 I’m genuinely curious how anyone can be a “power user of Siri”. I really want to use Siri more but it’s just infuriating
@Kenxstudios
December 4, 2024 at 7:27 pm
He needs to go!!
@hugonongbri8100
December 4, 2024 at 7:58 pm
“Yesterday’s tech at tomorrow’s prices”
– Tim Apple
@jackmccallum335
December 4, 2024 at 7:58 pm
There is no f*ing way that Tim is a power user of siri. If he actually used it, there would have been a new Siri team months after he took over apple 🤭
@iBryanDBrown
December 4, 2024 at 8:15 pm
I don’t understand why Apple even does interviews…they never say anything new. Same script…every. single. time!
@pippa3150
December 4, 2024 at 8:22 pm
“Tim Apple”, lol.
This man, who leads one of the most exploiting and polluting companies on earth, giving an insecure interview. Ask him about how they are looking at making their phones impossible to open, so you can’t repair it or change a battery. You just have to buy new ones. Meantime they are pillaging and polluting poor countries for profit.
@YasserAlhawary
December 4, 2024 at 8:24 pm
I am a happy android user ,the title should be tim cook life’s without apple
@flottenheimer
December 5, 2024 at 12:30 pm
Yet another toothless, disposable, waste of my time interview with Tim. Man, I’m bored with this level of ‘polish’.
@questionm2786
December 5, 2024 at 12:53 pm
no hard hitting questions, another puff piece by apple. They should be concerned about creating a society the is zombified idiots using their devices, sure everything is peachy in the silicon valley bubble but most of America or even the world has a different relationship to their devices.
@MrMalchore
December 5, 2024 at 12:53 pm
quote – “The iMac proved Apple; it sorta proved Apple could survive.” A Gil Amelio product that lauched not long after he was forced out of Apple. Guess who took the credit for the iMac. THAT move was Steve Jobs’ revenge against the Apple that pushed him out years earlier.
@TOM7952
December 5, 2024 at 1:16 pm
Interviewer is literally hans moleman
@grantjohnston6152
December 5, 2024 at 4:08 pm
I do it every day!
@zahin7345
December 5, 2024 at 5:42 pm
We want business questions wtf is this
@daveamirault
December 5, 2024 at 6:05 pm
There is absolutely nothing of value in this interview. Apple execs do nothing but dodge questions and regurgitate tired talking points.
@ivarb629
December 5, 2024 at 6:27 pm
Crazy how out of touch he is. I don’t use a single apple product anymore and haven’t missed it AT ALL. They don’t innovate anymore and give me zero reason to pay a premium for a mediocre product.
@drcooljk
December 5, 2024 at 7:56 pm
Bro asked how Steve wonder uses VR that’s brutal ahahahhaha
@dd07871
December 5, 2024 at 10:14 pm
Steven Levy has a sick mind. He ruined the recent original Macintosh team reunion with one of his disgusting comments.
@billofwrights7695
December 6, 2024 at 12:26 am
There are two types of apples: the healthy (real) apples, and then there are the unhealthy apples (iPhones)
@3monsterbeast
December 6, 2024 at 12:53 am
no way he said that stevie wonder thing 🤣🤣🤣🤣
@RiverBlossomHillss
December 6, 2024 at 5:43 am
Tim, pls, leave the comany.
Reasons:
iPhone 11 with not even FHD – crap
iPhone 14 with ugly bang (while 14 Pro has “dYnAmYc iSlAnD🤡”) – crap
iPhone 15 and 16 with no 120 hz display – overpriced crap
Tim, you are tecno greedy
@randomcomentator
December 6, 2024 at 9:14 am
10 min of talking, 0 minutes of content.
@aeiouxs
December 6, 2024 at 9:19 am
Incredibly weak interview. Poor.
@tf8819
December 6, 2024 at 10:10 am
Homeboy is a genocide enabler but ok…
@brian770
December 6, 2024 at 10:17 am
omg, life without apple…my phone would still have a 3.5mm headphone jack….thanks apple…tools.they are not really innovators , they always been a marketing company first….
@jonappleseeed9658
December 6, 2024 at 10:34 am
yeah i want like a 3 hour interview w this man
@reenameena8117
December 6, 2024 at 12:13 pm
Please please please please please please please please please please please please please please please please please please please call blackpink
@_sonicfive
December 6, 2024 at 12:47 pm
I don’t think Tim has come up with anything revolutionary like Steve has ever. He has been a strong support for the most part, yes.
But when people think of apple they still think about Steve, not Tim.
@NBTJacklyn
December 6, 2024 at 12:50 pm
So excited to watch this
Few minutes in, great so far:)
@NBTJacklyn
December 6, 2024 at 12:52 pm
Such interesting questions and conversation!
@danielnicholas2786
December 6, 2024 at 2:38 pm
So pointless talking to someone like him. I swear everything he says is total crap
@Henrique3026
December 6, 2024 at 2:58 pm
Apple today, is a empty corporation, without soul… it’s only money.
@loyalfilm
December 6, 2024 at 6:53 pm
Is it just me or is Tim showing possible signs of early onset Parkinson’s?
@russell5244
December 7, 2024 at 5:01 am
How much NIKE paid ?
@sharkdavid
December 7, 2024 at 1:09 pm
The “big interview“ is only 10 minutes and 30 seconds including credits and intro.
@DilankaDias
December 7, 2024 at 2:11 pm
Please get rid of the camera bumps.
@ruthless685
December 7, 2024 at 5:50 pm
Thats not how physics works…
@DilankaDias
December 7, 2024 at 10:45 pm
@@ruthless685yeah, if Steve was alive, he would have changed Physics too. 😂
@id3a_design
December 7, 2024 at 3:38 pm
It’s even harder to buy a new iPhone but it’s not yet new! It will be, sometime later this year!! 😂😂😂
@rahulakram7878
December 7, 2024 at 6:42 pm
After Steve Jobs Tim Cook is the Only Person who Love Apple
@chkee17
December 7, 2024 at 9:22 pm
Tim Cook brings Apple to another level
@D0J0Master
December 7, 2024 at 11:14 pm
Nice apple commercial
@kimhonghou-m8w
December 8, 2024 at 1:39 am
Boring
@M1M1R_x
December 8, 2024 at 9:30 am
Does anyone know the designer of the chairs? 😀
@garretteveryday
December 8, 2024 at 8:30 pm
apple designs all of its own furniture to match apple store aesthetics.
@Transfromjapan
December 8, 2024 at 11:46 am
He’s the reason behind the success of apple ❤
@seanmartinclip
December 8, 2024 at 3:03 pm
Tim still looks great if he died his hair and nobody would ask the question. Well maybe not nobody but it’ll just be because of how long he’s been doing it.
@CFC_44
December 8, 2024 at 4:59 pm
Siri is terrible but chat gpt etc have proven you don’t necessarily a search engine to provide answers
@DylanJamesOfficial
December 8, 2024 at 5:37 pm
Not to sound rude. But it was genuinely refreshing seeing an older interviewer instead of a young tech enthusiast. Little change of pace for tim I’m sure as wel
@KL-xv5gj
December 8, 2024 at 7:17 pm
A very UnApple Guy happened to run 🍎! And now we have a profitable yet rotten Apple!
@jzwadlo
December 8, 2024 at 7:39 pm
Plot twist – is anyone actually allowed to leave apple park
@garretteveryday
December 8, 2024 at 8:33 pm
so much misinformation and wrong opinions in these comments. y’all have no reason to be contesting anything Tim or the interviewer are saying in this video.
@JoeyToronto
December 8, 2024 at 9:30 pm
I liked Apple when it used to be innovative and revolutionary, now it’s just evolutionary.
@enzmondo
December 8, 2024 at 9:56 pm
Tim only gets to do these interviews now that he’s nearing his succession and probably retirement.
@jeremyb66
December 8, 2024 at 10:13 pm
I have been a Mac user for over 26 years now. I would love to see apple make computers look cool again!
@robertlevasseur6843
December 9, 2024 at 12:03 am
I have no trouble imagining life without Apple. I have never owned one of their products, and yes, I have survived.
@mazenyasser7208
December 9, 2024 at 8:10 pm
He talks about his own life.
@javerikr
December 9, 2024 at 3:41 am
@WIRED
@dodlbrodl
December 9, 2024 at 7:50 am
Please fix IOS 18 Notes App. What have you done to such a simple app. It was functioning so smoothly
@dodlbrodl
December 9, 2024 at 7:51 am
I miss Steve
@movingloz
December 9, 2024 at 8:26 am
So good to hear Tim keep referencing Steve in such a positive manner. Steve will always be Apple. R. I. P. Steve. Xx.
@f.chiesa462
December 9, 2024 at 9:59 am
The phone can be of another brand; you won’t die, since it is not oxygen.
@CursedBYYCapitalism
December 9, 2024 at 10:11 am
Life didn’t exist before apple😮
@VegasDad71
December 9, 2024 at 2:18 pm
It’s simple to imagine life without Apple, it would be a better world
@jeffmcintoshmusic
December 9, 2024 at 4:18 pm
Tim is the only one getting anything out of Apple Intelligence at the moment
@hermanjohnson9180
December 10, 2024 at 2:03 am
Interesting interview.
@david_bopit_music11
December 10, 2024 at 3:54 am
Please fix the performance VoiceOver functionality on iOS 18
@johnschubarth2000
December 10, 2024 at 7:06 am
I will never own an iPhone. Apple killed the Blackberry and I will never forgive them.
@Ey3Ham
December 11, 2024 at 12:37 am
This only adds to the theory that Stevie isn’t actually blind 😂
@digitalbladeca
December 11, 2024 at 2:17 am
Guess what, life would still exist without Apple. Their devices are innovative, but not revolutionary or world-changing.
@Samma44
December 11, 2024 at 3:51 am
Fix the photo app!!! Not a single soul asked for that stupid ‘upgrade’!!!!!!
@HeyNickJ
December 11, 2024 at 11:09 am
Wish he gave examples of how he uses Siri as a “power user”
@jakeorfinger1763
December 11, 2024 at 5:58 pm
The interviewer using an iPad Air 2 is so funny
@MA7-h7q
December 12, 2024 at 3:26 am
A few good moves don’t turn the game’s favour.
@valuemastery
December 13, 2024 at 4:14 am
It’s hard to imaging life without Apple. Especially for Apple.
@msp5-010
December 13, 2024 at 9:33 am
This devil company need to change its logo and go away otherwise will pay macro level.
@Hud.Alexdavenston
December 13, 2024 at 10:50 am
Mr Cook thank you
@derekddevine
December 13, 2024 at 7:53 pm
What was the goal of this interview? Nothing new was learned. This was boring.