Tim Cook says 'pretty good' workers master their jobs, while 'brilliant' workers do this one thing to get to 100%: Excellence can only get you so far

Apple Inc. AAPL CEO Tim Cook says the difference between strong employees and truly brilliant ones comes down to purpose, arguing that excellence alone can take workers far, but not all the way. Cook ...

Tim Cook races to fix Apple’s memory problem before CEO handoff

CNBC’s MacKenzie Sigalos reports on Apple’s push to secure more memory for its AI iPhone cycle, including talks with ...
Opinion

Apple Event Today: Tim Cook Kicks Things Off With 'Good Morning' Video

Ahead of the WWDC 2026 keynote at 10 a.m. Pacific Time today, Apple CEO Tim Cook has shared a short video in which country singer Lainey Wilson, actress Rhea Seehorn, DJ and producer Zedd, and other ...

Tim Cook Delivers Farewell Remarks at His Last Apple Keynote as CEO

Tim Cook closed out what is expected to be his last keynote as Apple's chief executive officer today with some emotive final remarks. Wrapping up a pre-recorded video message, Cook reflected on his ...

Apple's Tim Cook opens WWDC26 with keynote today with AI, software updates in focus

Apple’s WWDC26 keynote at 1 p.m. ET gives developers, investors and consumers a first look at the company’s next software updates across iPhone, Mac, iPad, Apple Watch, Apple TV and Vision Pro. The ...

Tim Cook Gets A Standing Ovation At His Final WWDC As Apple CEO | Watch Video

At WWDC 2026, Tim Cook gave a tearful farewell to developers, thanking them for nearly 15 years of support. Craig Federighi opened the keynote with playful jokes about Cook, who led Apple from a $350 ...