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https://www.wsj.com/style/tim-cook-interview-apple-intelligence-vision-pro-48c59018

Tim Cook on Why Apple’s Huge Bets Will Pay Off

The CEO of the world’s most valuable company led two of the biggest product launches of his tenure this year—and believes they will be as life-changing for the rest of us as they are for him

Tim Cook, photographed at Apple Park in Cupertino, California.

By Ben Cohen

| Photography by Campbell Addy for WSJ. Magazine

Oct. 20, 2024 9:00 pm ET

THE FIRST THING Tim Cook does when he wakes up is check his iPhone. It’s sitting atop his nightstand in silent mode when the chief executive officer of Apple, the most valuable company in the history of the world, reaches for his device and starts triaging his inbox.

He reads email, reviews overnight sales reports and studies countries where numbers are changing to keep his finger on the pulse of the business. Then he puts the phone away. It’s time to get his own pulse up. During his workout, which he records on his Apple Watch, classic rock pounds through his AirPods. At the office, he switches to his MacBook Air, MacBook Pro and iMac. On the road, he travels with his iPad Pro. “Every day,” he says, “every product.”