--- title: "Meaning & Key Takeaway of: When Apple looks at what categories to…" description: "\"When Apple looks at what categories to enter, we ask these kinds of questions: What are the primary technologies behind this? What do we bring? Can we ..." image: "https://sms4smile.com/quotes/i/9d5/tim-cook-1729_apple_when-apple-looks-at-what-categories-to-e_1304273.png" --- # When Apple looks at what categories to enter, we ask these… ![“When Apple looks at what categories to enter, we ask these kinds of questions: What are the primary technologies behind this? What do we bring? Can we make a significant contribution to society with this? If we can't, and if we can't own the key technologies, we don't do it.” quote by Tim Cook](https://sms4smile.com/quotes/i/9d5/tim-cook-1729_apple_when-apple-looks-at-what-categories-to-e_1304273.png) [Download](https://sms4smile.com/quotes/i/9d5/tim-cook-1729_apple_when-apple-looks-at-what-categories-to-e_1304273.png) [Open image](https://sms4smile.com/quotes/i/9d5/tim-cook-1729_apple_when-apple-looks-at-what-categories-to-e_1304273.png) > “When Apple looks at what categories to enter, we ask these kinds of questions: What are the primary technologies behind this? What do we bring? Can we make a significant contribution to society with this? If we can't, and if we can't own the key technologies, we don't do it.” [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Apple evaluates new markets by assessing core technologies, unique contributions, and societal impact, avoiding ventures without ownership of key tech. **In simple terms:** Apple checks tech, contribution, impact before entering markets. Key Takeaway Prioritize ownership and societal value. Themes strategy innovation ethics market entry Mood thoughtful analytical Type business strategic When to use this quote - product development - investment decisions - R&D planning - corporate strategy Key Concepts technology assessment value proposition social impact Questions to Reflect On - What technologies could you develop to own the market? - How do you balance profit with societal benefit? A Different Perspective May overlook disruptive ideas lacking current tech ownership. ★ ★ ★ ★ ★ No ratings yet [Questions](https://sms4smile.com/quotes/about/questions/) [Society](https://sms4smile.com/quotes/about/society/) [Technology](https://sms4smile.com/quotes/about/technology/) ## Related quotes > [Apple is this great American company that could have only happened here.](https://sms4smile.com/quotes/tim-cook/apple-is-this-great-american-company-that-could-have-only-happened/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [I don't view Apple or myself as an activist. What we do is for some things where we think we have deep knowledge, or…](https://sms4smile.com/quotes/tim-cook/i-don-t-view-apple-or-myself-as-an-activist-what-we-do-is-for-some/) [Tim Cook](https://sms4smile.com/quotes/author/tim-cook/) > [Gaming has kind of evolved a bit. More people play on portable devices. Where we might go in the future, we'll see. 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It just happens to miss Earth every time.](https://sms4smile.com/quotes/horace-dediu/like-a-satellite-in-orbit-apple-is-perpetually-falling-it-just/) Horace Dediu > [Positive thinking is so firmly enshrined in our culture that knocking it is a little like attacking motherhood or apple pie.](https://sms4smile.com/quotes/srikumar-rao/positive-thinking-is-so-firmly-enshrined-in-our-culture-that-knocking/) [Srikumar Rao](https://sms4smile.com/quotes/author/srikumar-rao/) > [To the extent that anyone anywhere does anything interesting, the question is: 'Why isn't Apple doing that; why is Apple behind in that?' We…](https://sms4smile.com/quotes/craig-federighi/to-the-extent-that-anyone-anywhere-does-anything-interesting-the/) [Craig Federighi](https://sms4smile.com/quotes/author/craig-federighi/) > [I read the Steve Jobs book, and that kind of changed everything. 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