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Apple’s CEO, impressed by the remote work, sees constant change

Tim Cook

Photographer: David Paul Morris / Bloomberg

The CEO of Apple Inc. Tim Cook said he was impressed with the ability of employees to work remotely and predicted that some new work habits would remain after the pandemic.

During an interview in The Atlantic Festival on Monday Cook said Apple has created products, including new Apple watches and iPads, that launch early this year, despite the need for most employees to work away from the office because of Covid-1


Cook said he did not believe that Apple would “go back to the way we were because we found that there were some things that actually worked really well virtually.”

The comments contrast with the views of other executives, such as Reed Hastings of Netflix Inc., who recently called remote work a “pure negative,” and Jamie Dimon of JPMorgan Chase & Co., who warned about permanent damage if workers do not return to the office soon.

Cook said 10% to 15% of Apple employees have returned to the office and hopes most of the staff can return to the company’s new campus in Silicon Valley sometime next year.

The CEO said he also enters the office at various points during the week noted that remote work “is not like being physically together.” Working in the office inspires creativity, for example during impromptu meetings, he added.

Apple’s CEO also said the company focuses on politics, not politics, when asked about its discussions with US President Donald Trump.

Cook was also asked how long he plans to run the technology giant in Cupertino, California. “We’ll see,” he said. At some point, of course, we all do something different.

Read more: Apple’s growing class of leaders will shape the era after Tim Cook

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