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Tim Cook talks about the announcement of DIY fixes, Apple’s next ‘big thing’ in a new interview


Apple last week celebrated the opening of The Grove Apple Store in Los Angeles, a “completely reimagined” version of the store that first opened in 2002. Together with the cast of the hit Apple TV + Ted Lasso, Apple CEO Tim Cook was also present and joined KTLA in a brief interview.

Cook’s interview with Rich DeMur of KTLA was conducted at the new Apple Store in The Grove, Los Angeles. As for the store itself, Cook explained that it serves as “a place for people to come in and browse and go in and explore the technology and find out what the products will do for them.”

Apple’s CEO also briefly touched on Apple’s recent decision to make repair parts and DIY repair manuals available to iPhone owners:

Well, we realized that there are people who want it and who are trained for it. They are Popular Mechanics a bunch if you will, what 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. This is still the best way for most people.

As for the future, Cook teased that Apple is still “very focused” on artificial intelligence, augmented reality and autonomy.

“We’re very focused on augmented reality, we’re very focused on artificial intelligence … we’re very focused on autonomy, we’re very focused on all these things that are basic technologies, and we’re going to use them in different ways,” Cook said.

Then I asked if Apple would have something that was “the next big thing,” and he said, “Sure… 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 full interview below.

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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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