Tim Cook ‘feels good’ about Apple’s Self Service Repair initiative

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Apple CEO Tim Cook is optimistic about the upcoming Self Service Repair program and that the program is ideal for technicians and enthusiasts “trained to do this.”

Apple’s Self Service Repair program, to be rolled out in 2022, will allow users to purchase genuine Apple parts and tools for regular iPhone 12 and iPhone 13 repairs. In an interview during the opening of the relocated The Grove Apple Store in Los Angeles, CEO Tim Cook offered some observations about the initiative as well as other areas.

“We realize that there were some people who wanted to do this and who are trained to do this,” Cook told KTLA. “They are the crowd of Popular Mechanics, if you will, who I love and have been focused on all my life.”

Cook claims that it “feels good to lay out the manuals and get the parts out there that allow people to do this,” but adds that there is always the Apple Store for those who are not familiar with performing their own repairs. “If you’re a technician, take it,” the CEO said.

As for what Cook is most excited about for the upcoming holiday season, he pointed out that Apple had the “best product range” ever and that he did not have a particular favorite. “They’re all my favorites, it’s like asking you who your favorite child is.”

Asked how people’s relationship with technology has changed due to the pandemic, Cook believes that it has “become much more important for us to get along well with our daily lives. It allowed us to stay connected to each other. , also associated with our work. “Cook is optimistic that COVID-19” sees its last days “, but then society will be in a” hybrid state “that will learn from telework.

Cook remained, as usual, quiet about what Apple is getting at, but admitted that the company is “very focused on augmented reality, very focused on artificial intelligence, very focused on autonomy, focused on all these things that are core technologies.”


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