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Tim Cook’s memo to employees: I am ‘excited’ about ‘this new chapter in Apple’s story’

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Tim Cook sent a memo to Apple employees praising them for the work that was put into the new products announced during today’s media event and expressing his excitement for what he calls “this new chapter in Apple’s story.”

Earlier today Apple unveiled its newest line of products, including two new iPhones and the Apple Watch, the company’s first entry into the wearable market.

You can read the full letter from Cook below:

Team,
It’s an incredible day for Apple.

We’ve just wrapped up an exciting event at the Flint Center here in Cupertino, where we announced two extraordinary new iPhones — iPhone 6 and iPhone 6 Plus — which are the biggest advancements in iPhone history. Our customers won’t believe the amazing performance from our new A8 chip and the stunning 4.7-inch and 5.5-inch Retina HD displays. These are the thinnest iPhones ever, delivering those bigger displays in a dramatic new design.

We also introduced Apple Pay, a whole new category of service that makes paying at the cashier or online easier, more secure and more private. It’s another example of how hard we work to solve complex problems and make them simple for our users.

And of course, we unveiled our most personal device ever with Apple Watch. This is a product which will change what people expect from wearable technology. Apple Watch lets you connect and communicate in a more intimate way, featuring a revolutionary user interface for an exquisitely crafted product that people will love to wear. It also includes comprehensive health and fitness apps that can help people lead healthier lives. You’re going to hear a lot more about Apple Watch and what it can do in the months to come.

A day like today reminds us what sets Apple apart from any other company on earth. We bring together the best hardware, software and services to create a seamless and intuitive user experience. Our products enrich people’s lives, which is something rare and special.

Congratulations to all of you who worked so hard to deliver these amazing innovations for our customers. I hope you are as excited as I am about this new chapter in Apple’s story.

Tim

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Comments

  1. Harry Hexie (@LateefHe) - 10 years ago

    This gesture looks like Eva Peron…

  2. Mr. Grey (@mister_grey) - 10 years ago

    But are any of the customers as excited as Tim? Me thinks not.

    • PMZanetti - 10 years ago

      Why wouldn’t they be?

      • Jonathan Edwards - 10 years ago

        IM MORE THEN EXCITED!!!! I can’t wait to get my hands on the new iPhone and Apple watch. the only question is. to go big or not to go big

      • joshoa123 - 10 years ago

        You know, android denial. Now that the iPhone has a large screen and on par battery life there’s nothing for them to claim they have better anymore. So expect some name calling to emerge. That’s what happens when people lose arguments when the facts aren’t on their side anymore.

    • Jack Gnasty - 10 years ago

      Agreed. I’ll be first in line for the 6+, but the watch is just not my thing. And to be honest, the whole watch segment really seemed to be over selling. There was too much talk about how difficult it was, and how long it all took to develop. It was like Amazon’s keynote for the fire phone, how difficult it was to create this 3D interface that people could give two hoots about. With Ive’s monologue and the philosophical bits, they were pretty desperate to imply some kind of craftsmanship akin to a high end watch that simply is not there. There’s a battery and a circuit board in there…

      I’m real surprised with this presentation.

      • It’s pretty jarring to me that you fail to recognize the level of craftsmanship and engineering that went into Apple Watch. Many people are failing to see the dual nature of this product as a beautifully crafted timepiece, AND a wearable computer. They’ve managed to design it to fit both roles quite elegantly. But what do I know.

      • PMZanetti - 10 years ago

        It sounds to me like you severely lack the ability to comprehend the engineering that went in to it…and that only a company with the size and resources and drive that Apple has could make such a thing.

        Its not just marketing speak when Tim Cook says, “Only Apple could do this.”

        “There’s a battery and a circuit board in there” is the kind of ignorant comment I would expect from someone intentionally trying to trivialize a major accomplishment.

  3. herb02135go - 10 years ago

    I think any new innovation is good for all of us.

    However, some of what’s been introduced is only new to Apple.

  4. herb02135go - 10 years ago

    HE DIDN’T MENTION THE BAROMETER (which Samsung has had for a few years).

    Maybe next year?

    • marcuscnelson - 10 years ago

      I’m confused what you’re trying to say here. Are you saying Tim didn’t mention the barometer that they put in the phone? Or are you saying there isn’t a barometer in the phone? Because Phil said at the event that there was a barometer.

  5. Tamal (@tamalm) - 10 years ago

    Except iPhone 6 plus (which was targeted to compete with Android phablets), the rest of the product line simply boring. Regular iPhone should have got 1080p display and camera OIS. Will apple sell 750p display in 2015 and call it premium? Regular iPhones now appears to be expensive as 16GB model is nearly useless.

    Apple Watch – nothing ‘exciting’ to talk about. I doubt about its use case. Is there a market? :(

    • PMZanetti - 10 years ago

      How much are you being paid for these comments? No surprise that you’re using the same buzzwords put out by Samsung corporate this week.

  6. Jack Gnasty - 10 years ago

    I expected something different from this “watch” product. I’ll admit it, I was wrong over the past months about it being a fitness focused product. It really is a watch. I was even making fun of the people saying how cool it will be to run maps on a watch… Don’t get me wrong, I still think that is ridiculous, stupid, and useless… walking around with your wrist in your face. Don’t get me started on the Dick Tracey “walkie talkie”… So now we have Android “Glass-holes” and Apple people talking to their wrists. So much for the high road.

    What’s really strange is that this thing starts at $350, and the clock is already ticking for obsolescence. (Yep, I went there…) This is not an heirloom and it won’t be handed down to kids. It has a battery and circuit board. I’m curious which will happen first, worn out battery or outdated software. And then it has to be tethered to an iPhone to work, so there isn’t even hope of selling units to Android users.

    I’m just not seeing it.