It's Tim Cook's Apple Now: What WWDC 2016 Teaches Us About His Vision For The Company

At WWDC, Tim Cook vacated the stage to present Apple's most ambitious vision yet, argues Rick Tetzeli.

Yesterday's WWDC presentation started with Apple CEO Tim Cook asking for a moment of silence to honor the men and women killed in Sunday's attack on a gay nightclub in Orlando, Florida. The keynote ended with Cook's presentation of Swift Playgrounds, a way for Apple to encourage children to learn how to code. In between, Cook had exactly zero moments on the stage. This was definitely a case of "less is more." Cook ceded the stage to his team, and allowed them to present the most ambitious definition yet of the "Apple experience"—one that is defined not simply by incredible devices, but by a seamless, increasingly omnipresent and intelligent platform experience accessed via those devices.

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