As the CEO of Apple, Tim Cook has a lot of big decisions to make.
Recently, the 62-year-old Alabama native has been charming onlookers with the latest iPhone 15 and Apple Watch innovations.
DON'T MISS: Apple just made an acquisition that will give it a massive foothold in this new industry
Apple's blockbuster Wonderlust event on Sept. 12, at which Cupertino unveiled its new lineup of iPhone 15s, Apple Watch Ultra 2, an upgraded Apple Watch 9, new operating systems, wowed millions of spectators excited to see what the giant has been working on over the past year.
"Our pro models represent the very best of Apple's innovations, advancing features across design, camera, performance, and more. The next generation pro pushes each of these further that only Apple can," Cook said as he introduced the newest iPhone 15 Pro.
That handset features a titanium outer, a new A17 chip, Apple's longest zooming capabilities, and a new action button, which replaces the older toggle button on previous models.
Days after the annual event, Cook appeared on "CBS Sunday Morning" to candidly tackle other issues, including the future (and obstacles) of virtual reality, politics, and advertising.
In addition to disclosing that he had recently watched the entire third season of Apple TV's "Ted Lasso" on the Apple Vision Pro -- Apple's virtual reality headset -- he waded into some more serious discussions with CBS's John Dickerson.
Tim Cook thinks often about X, formerly Twitter
Apple's visionary in-chief also delved into a particular aspect of today's charged political climate.
Asked by Dickerson about recent changes to Twitter, which under Elon Musk's ownership has been renamed X, Cook said he's been monitoring the space carefully.
He said he saw the value in having an online discourse where people are free to share their opinions.
"Should Apple continue to advertise on Twitter?" Dickerson asked, in light of recent allegations by the Anti-Defamation League that Musk allows antisemitism and hate speech on the platform.
"It's something that we ask ourselves," Cook replied. "Generally, my view is Twitter’s an important property. I like the concept that it’s there for discourse and there as a town square. There’s also some things about it I don’t like."
Pressed on the issue of antisemitism, Cook called it "abhorrent," adding, "there's no place for it."
Still, he didn't commit to taking down Apple's advertising on the platform completely.
"It's something we constantly ask ourselves," Cook said about the growing issue of advertising on the platform.
As of June 2023, Twitter had lost 59% of its U.S.-based advertising revenue. More than 1,000 advertisers are said to have left the platform since Musk took over. Musk has called himself a free-speech absolutist.
Though it remains relatively tight-lipped on its ad spend, Apple reportedly spent roughly $100 million on Twitter advertising in 2022. The company currently advertises on the platform, though given Cook's recent commentary, the matter remains up for regular debate.
Receive full access to real-time market analysis along with stock, commodities, and options trading recommendations. Sign up for Real Money Pro now.
