Eddy Cue, who has been working in Apple for many years, is known as a manager who frequently raises his big purchasing ideas. Cue, who thinks that the company needs to evaluate the opportunities that will accelerate the growth of the company, therefore defends radical moves. But Apple CEO Tim Cook turned down some of his suggestions because he found it too risky. Thus, the ideas that could open a different direction in Apple’s history remained at the table.
CUE’s suggestions include Tesla and Netflix, the two giants of the world of technology. He believed that it was right to close the areas that Apple saw with great agreements. In addition, he thought that such steps were inevitable to increase the company’s product diversity. However, Tim Cook turned down these offers, relying on their own product development policies. Thus, Apple moved away from the possibility of buying two giant purchases that could go down in history.
Apple is cautious in large -scale purchases
From CUE’s perspective, Apple could have come to the forefront from its competitors by making the right purchase in every area she saw. In addition, companies such as Tesla and Netflix could play a strategic role to complete Apple’s services and devices. On the other hand, Tim Cook saw relying on Apple’s own ecosystem and innovation power as a safer way. Therefore, the difference between the two names emerged. In addition to all these, the impact of these different visions was felt in the future decisions of the company.
The developments in Tesla were reflected in the media in the past. Elon Musk wanted to meet with Tim Cook while having the hardest days in the production of Model 3. But Cook did not look warmly at this meeting, and this limited the possibility of companies taking joint steps in the future. Nevertheless, some sources claimed that Cook brought Tesla to the agenda. In spite of everything, these claims were rejected by both sides and the process was closed.
Apple’s Apple Car project, which Apple has been working on for years, has demonstrated a completely different picture. Despite the investment of billions of dollars, the project was canceled. However, comments were made that this decision would not be taken if Tesla was recruited. On the other hand, Apple’s own path has shown that the company prefers controlled steps rather than taking risks. Thus, the possibilities of Tesla were in history.
A similar picture appeared on the Netflix side. Analysts thought that Apple could close the lack of content with Netflix. In addition, Apple’s Apple TV+ with difficulty in creating the desired effect was also taken into consideration. Nevertheless, there has never been a concrete information that a serious interview was held between the two companies. In addition to all these, CUE’s efforts in this direction remained a known fact in the company.
Some of Apple’s purchases in the past draw a different picture. In 2014, the introduction of Beats for $ 3 billion took place under the influence of CUE. At that time, some names in Apple administration approached this agreement with suspicion. But Cue convinced Cook to make the agreement. This move also prepared the ground for the birth of Apple Music and strengthened the company’s presence in the music field.
Shazam acquisition in 2018 was also one of Apple’s remarkable methods. Apple, 400 million dollars in determining the price of Shazam’ın Apple Music’e led user traffic was based. In addition, the company adopted a data -based approach, avoiding exaggerated values. This acquisition allowed Shazam to be integrated naturally into the Apple ecosystem. Thus, Apple followed a moderate and affordable path.
Nowadays, Eddy Cue’s interest has shifted to artificial intelligence initiatives. Perplexity and Mistral are among the prominent names on Apple’s agenda. However, artificial intelligence investments create a new competition among technology giants. In addition to all these, Apple continues to be a subject of curiosity. This stands out as an important title that will shape the company’s future orientations.