Fast Company

Lessons of Innovation for 2018

Apple CEO Tim Cook, photographed with outgoing Fast Company editor Robert Safian, on January 10, 2018, at Apple Park.

I got my first glimpse of Apple’s newest product as the sun was coming up. It was just after 7 a.m. on a Wednesday in January, two days after Apple executives, including CEO Tim Cook, began moving into Apple Park, the company’s new spaceship-like headquarters in Cupertino. As I was escorted around the gleaming structure, it occurred to me that it embodied everything Apple’s products represent: a glimpse of the future, and yet also something familiar—not science fiction, but a tangible vision made real.

When I sat down with Cook a while later, in a conference room labeled simply CEO, he talked about how central “humanity” is to Apple’s products, how tech specs and silicon advancements only matter if they enable users to improve their lives.

Apple has long been an icon of innovation. In

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