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Apple, the great social corporation

Cupertino, in the heart of Silicon Valley, is home to dozens if not hundreds of hi-tech companies. Companies we know above all for having revolutionized the world of technology. Companies born here and not for example in Boston (where many startuppers have also studied) for a complex series of reasons and reasons. There was a predisposition of the territory, there was a large market of radio amateurs, hobbyists, capitalists looking for investments, military orders (especially the navy), two excellent universities (Stanford and Berkeley) and a mysterious ingredient.

the Summer of love, the counterculture, the children of flowers. Idealism, desire to change the world, search for new horizons. Not a marketing gimmick and perhaps it should be as much as if not more this hypertrophic attention that is given to being a startup. The point is to be dreamers each in their own segment and field. Passionate and eager to give their best.

social apple corporation

The ability of hobbyists and enthusiasts at Wozniak to be clear, but also at Steve Jobs, to become passionate about the computer as a tool to revolutionize the world the secret ingredient of the formula that has made the technological spirit of California powerful. So what does this mean with today's Apple, mega corporation with the largest market capitalization on the globe?

Steve Jobs had a dream: he called himself an artist, he wanted to leave a mark (or rather, a notch) in history, he considered his work as that of an orchestra conductor, who does not play a single instrument but plays the whole orchestra . His vision of the future, however straddling society, art and technology, was however strong and inspirational, rooted in the DNA of his products. Although constructed by putting together pieces of other people's visions, his idea of ​​the computer as a "bicycle for the mind" (which makes the human being more efficient and effective than any other living being) and his idea of ​​post-PC devices they are a determinant of our time. They draw a future, a place to live and where we are actually going.

With its idea of ​​the future, Apple did not have time for charity or for charitable activities: it was already committed to improving people's lives as a mission, as a statutory object we could say, there was no need to roam to deal with it in leisure.

Tim Cook, an operations man, arrives to replace Steve Jobs as the only selected person capable of keeping the company together. An extremely wise choice. Tim Cook, like Jobs before him, puts all of himself into it. And it somehow becomes Apple: increasingly American, Californian centered on the Silicon Valley culture (which, like all American cultures, pioneered, acquired and not inherited). Except that he, Tim Cook, has no vision of the future. It does not have a dimension that can describe the path we are heading towards using the categories of technology and art.

It has others, extremely important and powerful: organization, vision of globalization, ability to perceive the direction of the economy and progress. A global innovation that has surpassed the merely technological one. That's what Jony Ive and the computer wizards are for. Cook at a higher level of abstraction. For always missing the bite, the point of contact between the company and the world.

Cook found it today in rights, in human values. Identity, politics, environment, gender. His claim to be "pure" and sincere and at the same time cynically oriented to the good of Apple, as well as his position on privacy. Otherwise he wouldn't have done it. Not like a man on the net's most popular stage.

Cook is filling Apple with a new sense. A sense that is not alien to its DNA. an idealistic, visionary sense, based on values. That opens the company to the future: medical research, health, prevention, innovation in the energy sector, recycling. Apple innovates and does so by raising standards, creating thinner or more recyclable products, eliminating the consumption of polluting energy, creating new ways to understand the word "environment".

The older ones will remember that in part this stems from a snap of pride by Steve Jobs. Apple was bombarded for a long time (sometimes in a decidedly instrumental way, just to be sure to go to the newspapers) by environmental associations that rightly reproached it for the lack of sensitivity for the environment in the production and packaging of its products. Vegan health-conscious and Buddhist Steve Jobs felt pride and decided that Apple would change the world from that point of view as well. Thus was born the first report on the state of Apple's consumption, designed to put it in last place compared to that of all other companies, because it was built on tougher standards than all the others. On the entire life cycle of the products and of the company itself rather than on the mere consumption of watts of the computer on or in standby.

This move was the result of logical reasoning: sooner or later the topic would be dealt with completely, "holistically". Unlike the others who tried to slow the inevitable by containing the greatest progress to only magnify the tactical changes in the individual products, Apple decided to ride the wave and do more than anyone else. Today that choice proved to be greatly inspired. Like music, whose love has led to the iPod and iTunes store, so the environment has led to health and recycling, 100% renewable and great friendship, for example with China, which is hungry for these positive visions compared to its rampant capitalists and pollutants.

Tim Cook's Apple rides the spirit of time. Which addresses the environment, conscious choices, sustainable design. And Apple is becoming this: a sustainable company by design and for design. Tim Cook thinks about filling it with this sense, opening battle fronts for rights, for its employees and consumers, for the environment, for privacy and data ownership. All battles in which he chooses the corner from which he has sacrosanct reason and pursues it with determination. Becoming as leader as if not more than Steve Jobs.