Fast Company recently named Apple the world's most innovative company, with its focus on hardware and software integrations, the media also showed off an impressive list of accomplishments in 2017, which included the iPhone X, the Apple Watch Series 3, ARKit.

Fast Company also sat down with Tim Cook for an interview, where the Apple CEO talked about their culture and approach that has led to products like the iPhone X, Apple Watch, AirPods, HomePod, and more importantly, Apple's long-term plan...

Image Credit Fast Company
When asked what makes good year for Apple, Cook said it is always the focus on "products and people," for example, rather than the company's earnings results or stock price, still it has "little to no effect" on Apple's propensity for innovation.

Stock price is a result, not an achievement by itself. For me, it's about products and people. Did we make the best product, and did we enrich people's lives? If you’re doing both of those things–and obviously those things are incredibly connected because one leads to the other—then you have a good year.

Among those, Cook clams Apple is "not in it for the money" with Apple Music, he points out that streaming music service is more about ensuring that artists can be funded in order to have a "great creative community."

Music is a service that we think our users want us to provide. It's a service that we worry about the humanity being drained out of. We worry about it becoming a bits-and-bytes kind of world, instead of the art and craft.

You're right, we're not in it for the money. I think it's important for artists. If we're going to continue to have a great creative community, [artists] have to be funded.

When is comes to what drives Apple to creating products that "change the world for the better", Cook use the iPhone X's portrait-lighting feature as the example.

Take iPhone X, the portrait-lighting feature. This is something that you had to be a professional photographer with a certain setup to do in the past. Now, iPhone X is not a cheap product, but a lighting rig–these things were tens of thousands, hundreds of thousands of dollars.

The CEO reveals that Apple is in the work for new products that are way out in the 2020s, And noting that Apple leave some room where possible to enhance a product even in the months before it ships. Few of Apple's 2020-era plans have been rumored, an AR headset and a self-driving car platform.

For us, on the product side, we have to come up with our silicon requirements three, four-plus years in advance. So we’ve got things that we’re working on now that are way out in the 2020s.

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