Tim Cook: Setiap orang berhak mendapatkan privasi online

CEO Apple, Tim Cook baru saja menulis sebuah opini di halaman Time.

Dalam tulisannya, Tim Cook mengajak para pengguna teknologi dan layanan online untuk semakin peduli akan pentingnya perlindungan akan data pribadi.

That’s why I and others are calling on the U.S. Congress to pass comprehensive federal privacy legislation—a landmark package of reforms that protect and empower the consumer. Last year, before a global body of privacy regulators, I laid out four principles that I believe should guide legislation:

First, the right to have personal data minimized. Companies should challenge themselves to strip identifying information from customer data or avoid collecting it in the first place. Second, the right to knowledge—to know what data is being collected and why. Third, the right to access. Companies should make it easy for you to access, correct and delete your personal data. And fourth, the right to data security, without which trust is impossible.

Ini bukan kali pertama CEO Apple menyerukan perlindungan atas data pribadi konsumen.

Pada tahun 2002, Steve Jobs pernah menyampaikan hal senada:

“Privacy means people know what they’re signing up for — in plain English, and repeatedly,” he said.

Tulisan Tim Cook ditutup dengan kalimat yang sangat apik.

 Technology has the potential to keep changing the world for the better, but it will never achieve that potential without the full faith and confidence of the people who use it.

Email Tim Cook kepada karyawan Apple setelah Donald Trump terpilih jadi presiden

Setelah Donald Trump menjadi presiden terpilih Amerika Serikat, Tim Cook mengirimkan sebuah email kepada karyawannya. Berikut isi email tersebut seperti yang dilaporkan oleh John Paczkowski via BuzzFeed:

I’ve heard from many of you today about the presidential election. In a political contest where the candidates were so different and each received a similar number of popular votes, it’s inevitable that the aftermath leaves many of you with strong feelings.

We have a very diverse team of employees, including supporters of each of the candidates. Regardless of which candidate each of us supported as individuals, the only way to move forward is to move forward together. I recall something Dr. Martin Luther King, Jr. said 50 years ago: “If you can’t fly, then run. If you can’t run, then walk. If you can’t walk, then crawl, but whatever you do you have to keep moving forward.” This advice is timeless, and a reminder that we only do great work and improve the world by moving forward.

While there is discussion today about uncertainties ahead, you can be confident that Apple’s North Star hasn’t changed. Our products connect people everywhere, and they provide the tools for our customers to do great things to improve their lives and the world at large. Our company is open to all, and we celebrate the diversity of our team here in the United States and around the world — regardless of what they look like, where they come from, how they worship or who they love.
I’ve always looked at Apple as one big family and I encourage you to reach out to your co-workers if they are feeling anxious.

Let’s move forward — together!


Kemenangan Trump menjadi presiden Amerika Serikat membawa kekhawatiran bagi banyak pihak. Termasuk Apple. Ketika masa kampanye, Trump tak jarang menyinggung Apple. Dua hal yang saya masih ingat adalah permintaannya agar Apple mengalihkan produksi ke dalam negeri dan dukungannya kepada FBI yang waktu itu meminta Apple menulis sistem operasi khusus untuk iPhone dan iPad tanpa fitur pengaman.

Kedua ucapan Trump tersebut cukup berbahaya bagi Apple. Pertama, mengalihkan produksi ke dalam negeri bukan hal yang mudah untuk dilakukan. Kedua, menulis sistem operasi khusus tanpa fitur pengaman bertentangan dengan apa yang Tim Cook selalu tegaskan yaitu melindungi data pengguna produknya tanpa kompromi.

Melihat 5 tahun Tim Cook memimpin Apple dalam grafik

Jan Dawson:

This week marks the fifth anniversary of Tim Cook’s appointment as permanent CEO at Apple—he was appointed CEO on August 24th, 2011. As a result, we’ll no doubt see quite a few retrospectives this week looking back over his time at Apple, and evaluating his tenure. As context for that analysis, I wanted to share some numbers about Apple in the quarter and year before he took over, and compare it with numbers for the quarter and year ending in June of this year.

87% dari total iPhone dan 90% dari iPad yang terjual hingga sekarang berada di era kepemimpinan Tim Cook. Tim Cook jugalah yang memastikan ketersediaan akan kedua perangkat tersebut berbanding lurus dengan permintaan pasar. Apple di bawah Tim Cook mengalami peningkatan keuntungan hingga dua kali lipat menjadi $200 milyar meski beberapa kuartal terakhir sempat menurun.

Keuntungan dari layanan yang digelar juga mengalami peningkatan di era Tim Cook. App Store dan Apple Music menjadi penyumbang terbesarnya. Apple TV sudah pasti menjadi sasaran Apple untuk menggelar layanan baru berikutnya. Layanan online streaming TV? Bisa saja.

Satu hal yang menarik dari data-data yang disampaikan adalah adanya peningkatan biaya yang dikeluarkan untuk Research and Development (R&D). Tidak hanya dalam jumlah dollarnya saja tetapi juga persen terhadap keuntungan yang diperoleh. Biaya R&D yang dihabiskan oleh Apple semasa Tim Cook naik menjadi 4% dari keuntungan dibandingkan dengan 2% sebelum kepemimpinannya.

Meski demikian, data yang tidak pernah dipaparkan oleh Apple adalah tentang keuntungan dan penjualan dari Apple Watch. Perangkat pertama yang dirilis semasa Tim Cook. Hal tersebut karena Apple tidak mengkategorikannya tersendiri seperti iPhone, iPad dan Mac. Apple menggabungkan Apple Watch ke dalam kategori Other bersamaan dengan iPod dan aksesoris lainnya.

Data yang menarik untuk dicermati tentang bagaimana performa Apple di bawah kendali Tim Cook. Mungkin perubahan Apple terbesar bukan dari penjualan dan keuntungan yang diperolehnya tetapi bagaimana Apple lebih terbuka terkait masalah sosial dan lingkungan namun tetap menjaga kerahasiaan pengembangan yang dilakukannya.

Tim Cook dan 5 tahun pertamanya di Apple

The Washington Post merilis hasil wawancara dengan Tim Cook selaku CEO Apple. Membahas berbagai hal seperti kedekatannya dengan para customers, privacy, penjualan iPhone yang menurun, Steve Jobs, isu-isu sosial, dsb. Berikut beberapa kutipan yang saya ambil dari wawancara tersebut.

You’ve talked about privacy being part of Apple’s values. How personal is it for you? You’re known as a very private person. You grew up gay in a red state. Did those early years have an impact on how you lead Apple and on your public stances about privacy?

Undoubtedly, your childhood and your upbringing is a constant across your life in terms of the things you learn and your point of view.

But in terms of privacy, I wouldn’t link the two. There’s a broader thing in play. Privacy, in my point of view, is a civil liberty that our Founding Fathers thought of a long time ago and concluded it was an essential part of what it was to be an American. Sort of on the level, if you will, with freedom of speech, freedom of the press. The other thing is how all this data sits out there in different places. I do worry about people not really understanding deeply about what kinds of things are out there about them. So it’s really both of those — not really the growing up in the South.

Let’s jump to Apple’s future. You made some statements in the earnings call about artificial intelligence that got a lot of attention. Can Apple catch up with the AI efforts from companies like Facebook, Google and Amazon?

Let me take exception to your question. Your question seems to imply that we’re behind.

Let’s take a look at that. We’ve been shipping Siri since 2011, and Siri is with you all of the time. Which I think most people would want an assistant with them all the time, whether they’re at work or at home or in between or on the soccer field. You don’t think of your to-do list, so to speak, only when you’re in your kitchen. And the breadth of Siri is unbelievable. Increasingly, Siri understands things obviously without having to memorize certain ways to say things. The prediction of Siri is going way up. What we’ve done with AI is focus on things that will help the customer. And we announced in June that we’re opening Siri to third parties, so third-party developers can now use Siri. So a simple example with that, whatever kind of ride-sharing app you might use, Uber or Lyft in the United States, you could just — using your voice — order the car. So third-party developers are writing tons of those that will be available to the public in the fall. And that’s how we’re broadening Siri in a huge way.

Do you have a concern about privacy as you push into AI?

No. I think that talented people can come up with fantastic ways of using AI without violating privacy. There’s a new technology called differential privacy which essentially looks at large data sets to predict user behaviors and requests without going to the precise individual, which might violate privacy.

Apple yang sekarang berbeda dengan Apple yang dahulu dipimpin oleh Steve Jobs. Gaya kepemimpinan Tim Cook yang lebih tenang serta keterbukaan ditunjukkannya dengan semakin terbukanya Apple terutama terhadap isu-isu sosial. This is a very nice read.