Tim Cook’s message to Apple employees about hitting landmark $1 trillion valuation

Apple CEO Tim Cook emailed employees on Thursday evening to celebrate Apple Inc. hitting the $1 trillion valuation milestone.

Here’s Cook’s email, verbatim:


Today Apple passed a significant milestone. At our closing share price of $207.39, the stock market now values Apple at more than $1 trillion. While we have much to be proud of in this achievement, it’s not the most important measure of our success. Financial returns are simply the result of Apple’s innovation, putting our products and customers first, and always staying true to our values.

It’s you, our team, that makes Apple great and our success is due to your hard work, dedication, and passion. I am deeply humbled by what you do, and it’s the privilege of a lifetime to work alongside you. I want to thank you from the bottom of my heart for all the late hours and extra trips, all the times you refuse to settle for anything less than excellence in our work together.

Let’s take this moment to thank our customers, our suppliers, and business partners, the Apple developer community, our co-workers and all those who came before us at this remarkable company.

Steve founded Apple on the belief that the power of human creativity can solve even the biggest challenges — and that the people who are crazy enough to think they can change the world are the ones who do. In today’s world, our mission is more important than ever. Our products not only create moments of surprise and delight, they empower people all around the globe to enrich their lives and the lives of others.

Just as Steve always did in moments like this, we should all look forward to Apple’s bright future and the great work we’ll do together.


MacDailyNews Take: Congrats again, Apple!


    1. You beat me to it.

      “Financial returns are simply the result of Apple’s innovation, putting our products and customers first, and always staying true to our values.”

      Customers first?

      Maligned expensive new MBP.

      No Mac Mini upgrade and soldered shut.

      No Mac Pro for five years.

      Buggy yearly software releases.

      Customers first. You arrogant egos drunk on your stock options have no idea what the customer WANTS. You don’t listen. You don’t pay attention. You are tone deaf more than before.

      All that said, yes, congrats on a trillion milestone Apple …

      1. Bought a new 13″ quad-core MBP with touchbar recently for my daughter. Discounted for back to school. Awesome device. Best 13″ MBP ever. As fast as my 15″ MBP from last year.

        You complain a lot, GoeB. The world must appear very dark to you. It must be difficult being so darn right about everything…/s

        1. When Apple gets its act together, I will be more than happy to praise them. Not there yet as I detailed in my post and noticed you did not disagree with one point …

    1. Well, if your a CEO and a Billionaire and your Board Members are all Billionaires would you do that? You think you can convince those RICH Stockholders to share some of that wealth to the Trench Workers instead of their pockets? Not gonna happen. Thats just human nature to share the wealth.

    2. You’re a bit late to the party. Apple already gave out a shit load of bonuses due to God Emperor Trump’s tax breaks.

      You probably missed that though because maybe it doesn’t suit your agenda? I don’t know…

  1. Staying true to their values, now those are nice words, but when followed up by concrete action they make a foundation of integrity that can be admired and respected.

    Well done Apple and again, congratulations on this important milestone.

    1. is obviously an admirable pursuit. Unfortunately, Tim’s interpretation dilutes his focus to the tasks at hand. I wish his definition with narrow a bit and stay clearly within the Apple CEO realm. Sharp as a razor…more like Jobs.

      Yeah, yeah, I know, he was at the helm through the 1T mark. My response; just think what he could be done, if….?

      1. It’s something I’ve thought a lot about since Steve Jobs passed away and Tim Cook took the reigns, but not verbalized too much.

        When Tim took over, I sort of resolved myself to setting some benchmarks on his performance, mostly on stock price. And overwhelmed CEO would have tanked the stock and it would be trading a lot lower than the current price. A caretaker CEO would keep the stock relatively stable. A coat tail CEO would ride the tide, make incremental improvements and keep the stock slowly rising. A visionary CEO would skyrocket the stock to the stars.

        I don’t think Tim is a visionary CEO, nor an overwhelmed CEO so I’m quite happy from a stock holder point of view.

        Considering the state of computers these days I think he’s appropriate. The Apple Watch is something that happened on Tim Cook’s watch and it is making an impact on modern day society. However the state of computers is not what it used to be, they are now ubiquitous and we can easily see that they certain types (desktops and laptops) are not being upgraded every year, compared to the iPhone and Apple Watch. The smaller transportable wearable computer devices are upon us, not a surprise that the desktop and laptops are experiencing a different cycle.

        There are also the economies of scale working here. Apple is now huge so it can invest time and money into other long term venues, such as cars, creation of media and artificial intelligence projects, that take time a long time and thus contribute to the pipeline Timmy idea. It’s appropriate, visionaries often start off small and build it. Apple’s built it’s huge, so I highly doubt that the next visionary on par with Steve Jobs will be coming out of Apple, though I’m optimistic that Apple will still be able to create some wow experiences and devices as time goes on.

        1. Only one thing seems certain to me — the future holds surprises, for which everyone — never mind the pea-brain pundits — is unprepared. This species is clever, but not wise.

      1. Two points.

        1) Mac innovation under pipeline — can’t hold a candle to pro PCs that upgrade regularly.

        2) Down votes?

        Have you not noticed that some posters here, like yours truly, receive an enormous massive amount on a daily basis.

        They are rigged by bad actors for two reasons: anyone that supports the president and or criticizes Apple.

        Means NOTHING. Don’t worry about it …

      2. I am a dyed-in-the-wool Apple and Apple Mac supporter in the past, as many here know from years of posting. Supporting Tim Cook and Apple all the way. It is only through recent spectacular failures in the pro line, which are beyond the pale, that my faith in Apple has come unglued. I know I am not alone. Despite Apple successes when they fail to reach expectations at your expense and livelihood, that were completely avoidable, it creates a shaking of your base assumptions you were being watched after and catered to.

        Even if I don’t buy a PC Workstation in the near future and somehow can squeak by and get a 2019 Mac Pro that is actually worthy (and not simply another madcap misguided 2013 Mac Pro Part II) my feelings about Apple have been forever damaged & tarnished.

        They have taken my trust & loyalty and burned it to a cinder due to some of the most incredible incompetence ever seen in a top market cap company like them – something no other company with even a mediocre CEO would allow to happen. Not even Steve Ballmer, Michael Dell or Ed Colligan ferchriminyssake!

        Everything from here on out from Apple will be viewed with a jaundiced and skeptical eye. “Reality Distortion Field is down for good sir!”

  2. Apple not only passed the 1T barrier, they did it very in a very un orthodox way.
    US economy is based on using money that doesn’t exist, by that I mean “Credit” so all companies are in debt always because if they are big enough, the government will save them out (better say, the people).
    Apple, does owns money but not because it doesn’t have it, but because great amount of their money is overseas, so apple can pay it anytime with no problem paying a small chunk to the government.
    Many investors didn’t get apple because they don’t spend all they money right away, they save a great amount of cash and investors doesn’t like “saved money”, either they spend it in something to do more money or give that excess to the shareholders.
    If any other company had come to the 1T barrier before apple, wouldn’t be that much of an achievement because they would it do it owning a lot of money to a lot of people.
    Just wanted to point out this is not just a simple mark, it is a change of rules on how to grow a public company, putting the customer and the security of the company first before the shareholders, the focus of Steve Jobs “We wat to make the best products in the world”. Congrats Apple!!

    1. You were absolutely correct! I don’t believe that any of Apple‘s money is funny money. There was a little bit of an issue with Fred Anderson and backdating stocks years ago, but take that out of the mix, Apple’s financial accounting Is never something that I worry about. Apple is proactive in their communication and conservative in their exposures.

  3. Bla, Bla, Bla… Where is:
    • Mac Pro – half a decade really ok with you Tim?
    • APPLE Display? Retina is the best, but lets not put a stand on it and sell it?
    • MacMini – ?
    • 17″ MacBook PRO????? with MORE I/O???
    • Gonna have your Holiday quarter sku’s prepared with products that are ready to be shipped BEFORE Christmas?????
    • Make a 4″ iPhone X, we all don’t want the “Bigger” phones
    • Step down as CEO and let someone take your place that is FOCUSED on APPLE AND LISTENS TO THE USER BASE – BECAUSE CLEARLY, FOR THE PAST 5-6 YEARS YOU HAVE NOT!!!!!

    1. Excellent list of products I would buy and use. No reason they can’t make them all.

      Not at all impressed with poor pipeline performance. I don’t sense a strong creative or smart leader. Caretaker best describes his role.

      We don’t need more pride parades, virtue signaling overtures or making a TV series from a 37 year old movie. We need TOP tech products that people will USE …

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