'No big challenge has ever been solved, and no lasting improvement has ever been achieved, unless people dare to try something different.'

Apple CEO Tim Cook on what it takes to run the world's largest company

Apple CEO Tim Cook is a tough interview subject. He doesn't give many of them, and when he does it's often difficult to move him off of his talking points. In this interview for Dua Lipa's podcast, however, he opens up for a wide-ranging discussion about everything from artificial intelligence to the impact of technology on climate change—in addition to his own personal journey and his philanthropic endeavors.

'My model for business is The Beatles: They were four guys that kept each others' negative tendencies in check; they balanced each other. And the total was greater than the sum of the parts.'

-Apple co-founder Steve Jobs (1955-2011)

'I have not failed. I've just found 10,000 ways that won't work.'

-Inventor and businessman Thomas Edison (1847-1931)

When Steve Jobs recruited former CEO Tim Cook to work at Apple in 1998, the company was on the verge of bankruptcy—and many of Cook's friends advised him not to take the job.

'In my experience, each failure contains the seeds of your next success—if you are willing to learn from it.'

- Microsoft cofounder Paul Allen (1953–2018)

Before starting Apple, Steve Jobs cold-called HP at 12 years old and got a summer job.

Lessons learned from Steve Jobs

From predicting our screen-filled future in 1983 to slashing Apple's product line in 1997, Steve Jobs believed in focus, simplicity, and the fusion of technology and art. His philosophies still influence how products are built and marketed today.

'If you want to succeed, you should strike out on new paths, rather than travel the worn paths of accepted success.'

- Billionaire John D. Rockefeller (1839-1937)

Steve Jobs changed the world with Apple and Pixar

The devices Jobs introduced during his time at Apple, including the iPad and iPhone, were imitated by competitors, ultimately helping to create the numerous options consumers have today. In addition to leading Apple, Jobs also helped turn Pixar and the software startup NeXT into success stories.

Listen to Steve Jobs explain his 'rock tumbler' metaphor for teamwork.

Steve Jobs introduced Apple’s 'Think Different' marketing campaign

Jobs introduced the now-iconic “Think Different” marketing campaign. It won numerous awards, symbolized Apple’s new era under Jobs, and showed off his understanding of branding.

'Only those who dare to fail greatly can ever achieve greatly.'

- Bobby Kennedy

'Many of life's failures are people who did not realize how close they were to success when they gave up.'

- Inventor Thomas Edison (1847 - 1931)

Apple, the tech giant renowned for products like the iPhone, iPad, and Mac, started out in a garage in 1976.

Tim Cook refused to give the FBI a backdoor into iPhones during a terrorism case

The Apple CEO's refusal to comply with the government's request was viewed as controversial, despite support from privacy advocates. The FBI would later back down, claiming to have gained access to the device without disclosing additional details.

'Most of man's problems upon this planet, in the long history of the race, have been met and solved either partially or as a whole by experiment based on common sense and carried out with courage.'

-Frances Perkins (1880-1965), first female member of US Cabinet

Later in life, the clock in Grace Hopper's office ran counterclockwise

Acknowledging that most people have "an enormous tendency to resist change," Hopper's clock served as a reminder for the computer scientist that just because things have been done a certain way does not mean they should forever remain that way: "They love to say, 'We've always done it this way.' I try to fight that." (Some users may experience a paywall.)

In 2018, Apple became the world's first publicly traded trillion-dollar company

The valuation was made possible by Steve Jobs' return to the company in 1997, who implemented a simplification strategy by cutting the majority of Apple's existing product line. His promotion of Jony Ive to SVP of industrial design would help popularize Apple through colorful products and marketing.

'Keep working on a plan. Make no little plans. Make the biggest one you can think of, and spend the rest of your life carrying it out.'

- President Harry Truman (1884-1972)

Amazon founder Jeff Bezos emphasizes worrying about customers rather than competition

In a 1999 shareholder letter, Bezos wrote, "I constantly remind our employees to be afraid, to wake up every morning terrified. Our customers have made our business what it is, and we consider them to be loyal to us – right up until the second that someone else offers them a better service." Motivated by fear, the entrepreneur advocates consistent innovation, experimentation, and improvement to create a better customer experience.

Apple's future will likely continue to incorporate mixed reality hardware and AI

Although the majority of Apple's profits come from iPhone, iPad, and Mac sales, CEO Tim Cook has overseen a diversification of products since the acquisition of the Beats headphone brand in 2014, including the launch of the Apple Card, Apple TV, and the Vision Pro headset.

A quote by Howard Hughes

"Do the impossible, because almost everyone has told me my ideas are merely fantasies."

'Not everything that is faced can be changed, but nothing can be changed until it is faced.'

- Author James Baldwin (1924–1987)

Apple's first backer recruited his own CEO to help manage the company

Wanting Steve Jobs and Steve Wozniak to focus on developing Apple computers, Mike Markkula brought in his colleague from Fairchild Semiconductor, Michael Scott. As employee number five, Scott helped professionalize the fledgling computer company and getting manufacturing off the ground. (Some users may experience a paywall.)

A quote from Robin Williams

"There’s no shame in failing. The only shame is not giving things your best shot."

Listen to why Ray Dalio seeks out disagreement

One of Ray Dalio's principles is to constantly be challenged by smart people. He says thoughtful disagreement is key to becoming smarter and making better, more thorough decisions.

In 1984, Apple ran an award-winning Super Bowl commercial

Directed by Ridley Scott and a winner at the Cannes Lions International Advertising Festival, the clip features a heroine flinging a sledgehammer at a Big Brother-style figure delivering a speech. As the screen shatters, a voiceover proclaims that Apple's release of the Macintosh will ensure, "1984 won't be like '1984.'"

Elon Musk follows a five-step decision-making process when simplifying technology

He begins by determining whether how something has been previously done is—in his words—"dumb," or if a certain feature should even exist, let alone be optimized. This first principles method has helped him develop some of the most valuable companies in the world.

Steve Jobs in his final public talk

The last major event outside of Apple that Steve Jobs spoke at, prior to his death in 2011, was the 2010 All Things Digital conference. In spite of his declining health, he is voluble and combative throughout.

'You will never feel proud of your work if you find no joy within it; your best work is always joyful work.'

- Stevie Wonder (1950-present)

A quote from Sally Ride

“Three Secrets to Success: Be willing to learn new things. Be able to assimilate new information quickly. Be able to get along with and work with other people.”

Creating the iPhone ended the marriages of several of Apple's engineers

In the early 2000s, Apple recruited multiple engineers onto rival teams tasked with combining phone, internet, and iPod capabilities. Despite significant technical hurdles, Steve Jobs favored a prototype with multitouch technology and a modified Mac operating system over a competing in-house model based on the iPod's click wheel. (Some users may experience a paywall.)

A quote by scientist Nikola Tesla

"The scientific man does not aim at an immediate result ... His duty is to lay the foundation for those who are to come, and point the way."

'One man can make a difference and every man should try.'

- Jacqueline Kennedy Onassis (1929-1994)

Steve Jobs once explained why iPhones can’t be made in the US

In 2011, then-President Obama asked Steve Jobs, “What would it take to make iPhones in the United States?” Steve Jobs said it wasn’t a viable option, explaining that overseas factories had far outpaced the US’s in terms of skill and speed.

See Don Valentine's original 1977 memo for Sequoia's investment into Apple Computer

In honor of Apple's 50-year anniversary, Sequoia Capital recently posted a tweet on X (the social media platform formerly known as Twitter) with a photo of the original 1977 memo for Sequoia's investment in Apple.

'The urge to explore has propelled evolution since the first water creatures reconnoitered the land. Like all living systems, cultures cannot remain static; they evolve or decline. They explore or expire.'

- Astronaut Buzz Aldrin (1930-present)

Jony Ive helped popularize Apple with iconic product form factors

Appointed SVP of industrial design in 1997 and chief design officer in 2015, Ive was responsible for the translucent plastic shells found on early iMacs and the iBook G3. He also oversaw the construction of Apple Park—the company's headquarters.

A short biography of Apple cofounder Steve Jobs

Steve Jobs led Apple for almost a quarter century, first from 1976 through 1985 and then from 1997 through just before his death in 2011. A brief synopsis of his career underscores the impact he made during that timespan, across everything from technology to smartphones, moviemaking, retail and much more.

How Steve Jobs tried to end development on Linux by offering Linus Torvalds a job

In a 2012 interview, Linus Torvalds claimed that the Apple CEO offered him a job in 2000 to exclusively work on Mac OS's Mach kernel. While Linux has not provided the financial benefits that a business venture with Apple may have, Torvalds stated, "I'm very happy with feeling that I've done the right thing." (Some readers may experience a paywall.)

Steve Jobs saved a nearly bankrupt Apple

Apple nearly went bankrupt in 1997, when the tech company had only three months of operational cash left. Apple's board ousted cofounder Steve Jobs in 1985, but he was brought back as interim CEO to revive the company when Apple purchased Jobs' company, NeXT.

'This is my invariable advice to people: Learn how to cook—try new recipes, learn from your mistakes, be fearless and above all have fun.'

- Chef Julia Child (1912-2004)

A quote by Roger Federer

"There is no way around hard work. Embrace it."

Your iPhone started with a Cold War secret

Silicon Valley wasn't supposed to happen. A stretch of California orchard land somehow became the place that built the modern world: chips, PCs, the internet, the smartphone, and now AI. But the real story isn't the garage myth. It's a series of contradictions hiding in plain sight.

'Pioneering is never done in front of cheerleaders urging on a roaring grandstand of popular approval.'

- "Star Trek" actor George Takei (1937-present)

Mark Zuckerberg credits some of Facebook's success to constant evolution

Before becoming the head of OpenAI, Sam Altman was the president of Y Combinator—a startup accelerator company that supported companies like Airbnb, DoorDash, and Coinbase. In 2016, Altman interviewed Zuckerberg about creating Facebook and its growth over time. Zuckerberg said that, unlike other companies (think: CourseMatch), Facebook kept growing and adding new features, which prevented the app from becoming obsolete.

'Real courage is when you know you're licked before you begin, but you begin anyway and see it through no matter what.'

- Harper Lee from "To Kill a Mockingbird"

A quote by award-winning actor Tom Hanks

"We are still in the position of waking up and having a choice. Do I make the world better today somehow, or do I not bother?"

1975: Betty Ford, remarks at the International Women's Year Conference

"Change, by its very nature, is threatening but it is also often productive."

Apple's board fired Steve Jobs in 1985

Apple's board fired cofounder Steve Jobs after he clashed with then-CEO John Sculley about Apple's goals and vision, as well as how to run the company. Apple later rehired Steve Jobs as interim CEO, a role he held until he died in 2011.