Apple CEO says the future of enterprise is mobility

The best businesses will use mobile devices to lift productivity

When it comes to improving productivity, Apple CEO Tim Cook says businesses don't need their employees to work harder -- they need to change how they work.

"There's no more time in the day, so you have to transform your business." he said during a conversation with Box CEO Aaron Levie at the BoxWorks conference. "And so today, that means embracing mobility in a big way."

It's something that he thinks companies haven't been doing enough of -- Apple included. While there are plenty of applications that can handle traditional enterprise tasks like email, Cook said he doesn't see enough applications that are fundamentally transforming the way that people work. In his view, it's a major opportunity.

Apple has focused on enterprise customers quite a bit over the past few years, both by developing features for its products and partnering with other companies in the enterprise space to boost its business credibility. Enterprise sales were worth $25 billion in revenue to Apple from the middle of 2014 to the middle of 2015, without counting devices that consumers purchased and brought to work themselves. According to Cook, his company is just getting started.

While Apple is competing closely with Microsoft, Google and others to pick up enterprise customers, Cook said that businesses should be working with technology companies that are partnered with other players in the industry. In his view, Apple's partnerships with companies like IBM, Cisco and Box are a point of strength, since those companies can use their expertise in particular industries to enhance Apple's products.

"I think if you're a CIO or you're in a company, you want to do business with someone who's part of an ecosystem, not someone who's in an island somewhere," Cook said. "Island days are gone."

Cook also took an opportunity to fire a shot at Windows 10, saying that Apple has no plans to merge its mobile and desktop operating systems. In his view, merging mobile and desktop operating systems subtracts from both of them, which is exactly what Microsoft has done with its latest OS.

Microsoft and Apple are still competitors, but Cook said that there's also a big opportunity for the companies to work together on products like Office for iPad.

"Apple and Microsoft can partner on more things than we can compete on," he said. "And that's what the customer wants."

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Taking performance cues from east Asian markets

As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.

Dr Chris Baumann

Associate professor, Macquarie University

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

Congratulations! So good to see a business turnaround with a good omni channel email lead strategy.Antanthonyidle.com

Anthony Idle

How Total Tools overhauled its omnichannel marketing

Read more

Well, you can always improve your service. Your customers will appreciate your efforts.

Mike Thompson

Report: Australian customer experience good but not great

Read more

Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping

Cotton Sarees Online

How data is driving the customers of a lifetime for BaubleBar

Read more

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Latest Podcast

More podcasts

Sign in