Apple recently launched a new, environmentally focused video called "Better" and what's more — it was narrated by their CEO, Tim Cook. That, having a high ranking executive voice-over a video, marketing or corporate, isn't common for Apple. Steve Jobs, famously, recorded the voice over for the now-iconic "Think Different" ad but ultimately went with Richard Dreyfuss as narrator. So, why Tim Cook?
My best guess as to why Tim Cook narrated the "Better" video is because it speaks to Apple's core values, and speaking to Apple's core values is both deeply important to Tim Cook, and how he's been positioned atop and within Apple. back in January, I wrote Tim Cook is Apple's moral center and 'we believe' its post-PC battle-cry:
Earlier this year at Apple's annual general shareholders meeting, when asked about environmental policies impacting Apple's bottom line, Cook not only replied but got as close to angry as we've ever seen him in public:
It's obvious these issues mean a great deal to Cook, and Apple's ability to make a difference means a great deal to Cook.
And he's not just championing those issues and those values on stage or with shareholders, but in videos and with everyone.
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Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.