10 things Tim Cook’s phone call tells us about Apple

8. Apple can still think different

8. Apple can still think different

Since Tim Cook took over from Steve Jobs, Apple hasn’t done anything new, apparently. At least, this is what we’re told so often. And yet we heard otherwise from the man himself. To take two examples: Swift and IBM. Apple unleashed new programming language Swift, something Cook said “very few companies can do”, and it’s already having “unprecedented growth”, with developers using it for “significant new projects”. And with IBM, Apple’s making further headway in enterprise — an area in which it’s previously not fared well. Expect more changes ahead as Apple further becomes Cook’s company rather than his predecessor’s.

9. Cook’s Apple has a human touch

9. Cook’s Apple has a human touch

Steve Jobs enjoyed talking about the creative potential afforded by Macs and how Apple was at the intersection of technology and the liberal arts. But it’s clear there’s a more human feel to Apple with Cook. Naturally, he continues to enthuse about enriching lives and creating personal powerful technology that’s fun and simple to use; but Cook also seems far more engaged in the “contributions we make to humanity through our products,” such as ConnectEd education grants and helping Project Red in the fight against AIDS. Beyond that, HealthKit, too, further humanises technology, in personal fitness and hospital medicine. During 2015, then, Apple will continue to integrate into people’s lives, beyond the usual places gadgets lurk.

10. Apple Pay will pay its way

10. Apple Pay will pay its way

In another great example of Apple further integrating itself into people’s lives, payment system Apple Pay has already proven to be a huge success in the USA, with “unprecedented demand” from merchants. Cook suggested Apple was “in the first inning” and hadn’t even completed that yet, and was shocked how retailers clamoured to implement the system during the heart of their holiday season, when they usually “lock down” to concentrate on sales.

On going international, Cook said there’s a lot of heavy lifting ahead, but Apple sees opportunity rather than something to be scared of. His prediction: “With all of this momentum in the early days, we are more convinced than ever that 2015 will be the year of Apple Pay.” Or judging by everything else he said, maybe just ‘the year of Apple’.

READ MORE: Apple Pay to arrive in UK in "first half of 2015"

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