Tim Cook explains why Apple launched a self-service repair program

Last week, Apple celebrated the launch of a “completely reimagined” version of The Grove Apple Store in Los Angeles. In an interview with Rich DeMuro of KTLA at the event, CEO Tim Cook briefly touched on the company’s recent decision to give enthusiasts “do-it-yourself” access to genuine Apple parts, manuals and repair tools.

Starting next year, it will allow iPhone 12 and iPhone 13 users to choose from 200+ parts to repair common battery, camera and screen issues. Later, in 2022, Apple plans to add Macs to the list of self-repairing devices.

Speaking about why Apple chose to launch the Self Service Repair program, Cook said:

“Well, we realized that there are people who want it and who are trained for it. They are the audience of Popular Mechanics, if you will, which I love and have been focused on all my life. It feels good to put on manuals and get the parts that allow people to do it. However, if you are not comfortable with this, we recommend that you come to the Apple Store and do it for you. That’s still the best way for most people (sic). “

The Grove Apple Store was first opened in 2002 and is now twice its original size. Cook personally embellished the store opening event along with the entire cast of the hit TV show TV + Ted Lasso and called the evening “unforgettable.”

In his interview, Cook reiterated that the iPhone maker remains “very focused” on technologies such as artificial intelligence, augmented reality and autonomy.

“We are very focused on augmented reality, we are very focused on artificial intelligence … we are very focused on autonomy, we are very focused on all these things that are basic technologies, and we will use them in different ways.

“Of course… Apple will always have something that is the next big thing. And fortunately we have a lot of things that are big things right now. ”

You can watch the entire Cook interview below. But before you begin, let us know what you hope the self-service repair program will take shape.

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Naveen Kumar

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