Tim Cook's Apple Event: Much More than Meets the Eye

Time Cook Continues to Champion Human Rights and Diversity at Today's Apple Event.

Tim Cook continues to impress me with his style and class and courage in the face of adversity. Today was no different. In Tim Cook we see a man who is not afraid to stand up to authority and who is determined to challenge the world on old stereotypes and biases. He is a champion for human rights and the environment, and once again, these qualities were on display as he took the stage to introduce the world to Apple's new product line, among other things.

In fact, Apple's new product line was secondary today, as Cook launched the event by reminding us all how important our privacy is to Apple. Alluding to the brewing battle between Apple and the government with regards to the Justice Department's demand that Apple create a backdoor to its devices, Cook, right off the bat, stressed how important it is to carefully consider how much power we give the government over our privacy, over our lives, and over our supposedly secure technological data.

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Without getting specific, Cook reiterated Apple's commitment to keeping our data secure and indicated that he was not afraid of a fight; nor was he backing down on his stance that your private and personal data should be truly secure. In fact, for this reporter, the fact that Tim Cook began today's event with the discussion of national security versus privacy is perhaps one of the most interesting elements of today's presentation. Agree with him or not, Cook deserves kudos for standing up for what he believes, and doing so in a polite and respectful, yet firm and unwavering manner.

 Much More than Meets the Eye

After Cook's initial statement, the Apple event segued into a conversation about Apple's dedicated efforts to having a company sustained by 100 percent renewable energy. And the company has almost achieved this lofty goal. We met Liam, the robot that deconstructs your iDevice to the most minuscule degree after which those parts are repurposed and reintroduced to their global supply. We saw eco-friendly solar collection arrays in China, in vast fields that were also used to produce hay, or on a sprawling series of rooftops high above the city. We learned that thanks to Cook's initiative, currently 93 percent of Apple's facilities run on renewable energy, and 99 percent of its product packaging comes from recycled material or sustainably managed forests. This is virtually unprecedented for any company, much less one of Apple's size.

The event continued to unfold in what has become traditional Apple fashion; a rapid succession of information and details about various products and apps. This included details about Apple's tremendous progress in helping individuals with issues ranging from Parkinson's and epilepsy to autism and diabetes as well as information about the new iOS 9.3 (available today) and an updated TV OS. We were also treated to a glimpse of Apple's newest devices, the 9.7-inch iPad Pro and the 4-inch, retro-sized iPhone SE, which is on par with Apple's top-of-the-line iPhone 6s/6s Plus series of iPhones.

Throughout today's presentation was the ever-present Apple undercurrent of diversity, with many still shots and videos featuring women and peoples of varying ethnicities and skin colors. When you watch an Apple event it is truly a melting-pot experience, not just in terms of how creative ideas and innovation come together to deliver the public with a valuable product that actually benefits and enhances the lives of so many of us, but also in terms of the diverse types of people who represent, use, and love Apple's products.

Time Cook Continues to Champion Human Rights and Diversity at Today's Apple Event.

Apple is setting a truly noteworthy business ethic: simultaneously making some of the most used and appreciated products in the world, while consistently emphasizing the importance of diversity and by extension, acceptance and tolerance. Hats off to Mr. Cook and the entire Apple team for yet another excellent production that was, as they say, so much more than meets the eye.

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Author Details

Dig Om's picture

Author Details

Dig Om

As Senior Gear Editor at iPhone Life, Dig reports on the latest and greatest accessories built for the iOS ecosystem. From rugged gear and Bluetooth speakers, to headphones, unique iDevice cases, and iOS remote controlled vehicles, Dig's articles cover a wide range of great gear for the iPhone and iPad. A core gamer for over three decades, Dig also writes iPhone Life's Game Centered column, which focuses on the best iOS games and game related news. Additionally, Dig's company, iDoc Tech Support, offers web design and administration services as well as iPhone and iPad repairs. When not at his work desk, Dig loves spending time with family and enjoying the wonders of nature. You can follow him on Twitter @idoctech