Apple Inc. (AAPL) CEO Tim Cook: Winning Isn’t ‘Making The Most’


Apple Inc. (NASDAQ:AAPL) CEO Tim Cook was interviewed at All Things D’s conference on Tuesday night, and when asked about market share, he essentially said he wasn’t worried. The hosts said that over the last 18 months, a gap has opened up, and Android has taken over global market share in tablets and smartphones.

Cook’s response to their question was threefold: usage, ecommerce and customer satisfaction.

Cook: Apple Is The Best, But Doesn’t Always ‘Make The Most’

First, he said that for Apple Inc. (NASDAQ:AAPL), “winning has never been about making the most.” He said one of the most important factors they look at in measuring how well the company’s products are doing is usage. He pointed to web share as a better indicator of how much market share Apple Inc. (NASDAQ:AAPL) really has.

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According to Cook, the numbers suggest that consumers are using Apple Inc. (NASDAQ:AAPL)’s products more, and he said that’s important to them because the company is about enriching people’s lives.

How E-Commerce Is Important For Apple

Cook also pointed to the number of e-commerce transactions which are done on Apple Inc. (NASDAQ:AAPL) products. He said that according to a study conducted by IBM last Black Friday, there were twice as many e-commerce transactions made on the iPad than all Android devices combined—not just Android tablets.

According to Cook, the number of e-commerce transactions made on the iPhone was also more than the number made on all Android transactions in the U.S. combined.

Apple’s iPhone vs. Feature Phones

His third point was about customer satisfaction, and he said that there are many handsets on the market that users would refer to as smartphones, although technology experts would refer to them as feature phones. He said many of them are Android devices, and many are even Android tablets that were bought and offered a great experience but just were not used much.

Cook believes that the iPad was a game changer in the world of computing because he now uses his iPad far more than his desktop computer. He said that this isn’t something he hears from Android tablet users.

He also pointed to studies done on customer satisfaction and said that the iPad has the highest customer satisfaction rating of any tablet, while Apple Inc. (NASDAQ:AAPL)’s iPhone has the highest rating among any phone and has also won J.D. Powers & Associates’ ratings nine times in a row.


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