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What Tim Cook Said At Goldman Sachs

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Tim Cook is a very different chap than his predecessor, in many ways from his business know-how to his education and manner of speech. We got more insight into all of these during his address at Goldman Sachs yesterday—including a long spiel and a Q&A session that gave us many more public Cook words to analyze.

So what did he say? The most common (non-flller) word was "we" with 85 uses, a handful more if you include "we're" and "we've"—a sign that Cook is very much steeped in the Apple team spirit, as other reports have hinted. "I" got 74 uses, since the speech was all about Cook's own interpretation of fiscal matters. "Think" had 34 uses, spread around from "I think" to "you think" to "we think." Clearly Cook is a thinker. You may interpret it as a sign of weakness, unconfidence...but he uses it to sketch ideas and personalize his speech. Sensitive to the importance of sales figures in front of the particular audience, Cook used the word "market" 29 times, more than he said "Apple" (23 times). And again, demonstrating both Apple's team spirit and the headline-grabbing reports about working conditions in Apple's Chinese supply chain, he said "people" 21 times (and China 13 times).

Fascintatingly the words "business," "innovation," "customer," and "industry" weren't said much, and while he said "iPad" 17 times, iPhone just got 15 mentions and iPod only 4. Are we seeing hints of Cook's interests here? Industry watchers will ponder that "TV" just got 2 mentions, always in the context of "Apple TV." Tim is playing by the Apple book here, and not hinting at the hot rumored Apple television at all. All in all Cook seems to be a guy happier saying words like "profound" and "believe" than his former boss was with his "boom"s and "great"s.

[Image: Via Wordle]

Related: Tim Cook On The Law Of Large Numbers

Related: Apple's Tim Cook On Foxconn

Chat about this news with Kit Eaton on Twitter and Fast Company too.

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  • Mark Jones

    The US market accounts for the lion's share of profits that propelled Apple to its current $100bn war chest. Cook should now concentrate on what's good for his country, and therefore what's again good for Apple's shareholders. Ergo, Cook should build manufacturing facilities here in the U.S. and abandon the likes of Foxconn and the entirety of foreign labor. Americans built Apple, and Americans deserve payback from Apple's success (which of course again will help Apple). After all, if foreign brands like Nissan, Toyota and others have successful manufacturing operations here, making them more of an "American" brand than the so-called American auto-makers, why is Apple supposedly too inept to duplicate such success? Are the Japanese folks smarter than Americans?

  • Tom Perfect

    There is a broad difference between a car costing, on average, thirty-thousand dollars and a consumer electronic costing hundreds or thousands of dollars.

    Were Apple to move its production to the United States, prices would inevitably have to rise (shareholders would not want to see profit-margins squeezed). Its customers would then go elsewhere.