This week, Apple has had a busy news week. At the speed of production of your car and the initial announcement of a DIY repair program, seven days ago I saw stories about a technology giant assembling an Israeli software company. Those people will be disappointed if they expect a new product announcement there. CEO Tim Cook declined to go into any specifics, asking this week about Los Angeles TV station KTLA what Apple’s “next big thing” could be.
“Obviously… Apple will always have something that is the next big thing,” Cook said during an interview at the launch of the “reimagined” Apple Store in Los Angeles. “And fortunately, we have a lot of things that are big things right now.”
Cook says the company will continue to be “very focused on increased reality, we are very focused on artificial intelligence… we are very focused on independence, we are very focused on all these things which are technologies first, and we ”will use them in different ways. ”
He also spoke briefly about the company’s announcement that it will start making repair kits and scripts available to customers. “Well, we see that there are some people who want to do this who have been trained to do this. They are Elite Mechanics people, if you will, who I have loved and focused on all my life.
“It feels good to put scripts out there and get features out there that enable people to do this,” he continued. “However, if you are not motivated to do that, we encourage you to come to the Apple Store and do it for you. That is also a good way for most people. ”
While Apple may respond to customer demands, it is worth noting that the announcement is a wake-up call by the FTC that prohibits electronics companies from restricting independent repair shops to adjust customer devices.
And although this “right-to-repair” lawsuit covers many companies, the FTC used Apple and strict policies for repair shops when investigating and reporting on the case.