An interview with Tim Cook on Apple's pledge to become carbon neutral by 2030, the Vision Pro, return to the office, why Apple still advertises on X, and more
In Brown County, Texas - flat, dry, near the geographical center of the state - Apple has invested in a joint venture to power 100,000 homes with clean energy.
The Texas joint venture shows the target being tied to a named power project rather than presented solely as a corporate operating claim. It also places Cook’s discussion of Vision Pro, workplace policy, and X advertising within a broader account of Apple’s public-facing business choices.
First-order effects
Apple gains a tangible clean-energy investment to support progress toward its 2030 carbon-neutral objective.
The Brown County venture directs capital toward power infrastructure described as capable of serving 100,000 homes, linking Apple’s climate program to a local energy project.
Second-order effects
A target spanning Apple’s manufacturing supply chain and product life cycle keeps pressure on suppliers to document and reduce their own emissions, not just Apple’s facility electricity use.
Large corporate-backed clean-energy projects can make access to energized sites and generation capacity more strategically relevant to companies planning new operations or supply-chain expansion.
Third-order effects
If large technology buyers continue to pair broad climate targets with project-level investments, corporate procurement will increasingly shape where clean-energy infrastructure is built and how its benefits are allocated.
The durability of such pledges will depend on credible progress across suppliers and product life cycles—the scope Apple set in its 2020 carbon-neutral commitment—rather than on renewable-power claims for facilities alone.
The trend: Corporate climate commitments are shifting from facility-level renewable-energy claims toward supply-chain-wide targets backed by identifiable energy infrastructure investments.
Between the lines he's saying “I don't care about the rampant antisemitism and racism. We make money by advertising on Twitter and money is the sole reason I'm here in this role at Apple.”
Let's read between the lines: Cook: Look, if we drop advertising from Twitter Elon is gonna go apesh*t and blast all over about Apple's 30% app store fees and general anti-competitiveness which may trigger an antitrust case which will be way more expensive than continuing to supp…
“There's discourse, and then there's antisemitism,” said Dickerson. “Yeah, which is abhorrent. Just point blank, there is no place for it.” Returned Cook. At which point I shout at the screen: YES, APPARENTLY THERE IS A PLACE FOR IT, TIM. https://9to5mac.com/...
Indeed. The thing is... Tim Cook is a cold operator and, I think, does not want to drag Apple into Musk's and the alt-right's “culture war” - which Musk is probably itching to do if the ad dollars stop flowing. So, Tim puts his head down and just ignores it. …
Tim Cook's is an argument—albeit a bad one—for not deleting Apple's accounts on X/Twitter. It is not a reason, however, to continue to pump advertising dollars into a platform intented for, and run by, Nazis. https://9to5mac.com/...
“There's discourse, and then there's antisemitism,” said Dickerson. “Yeah, which is abhorrent. Just point blank, there is no place for it,” Cook says. I'm pretty sure there is a place for it, Tim. And you just attempted to justify why you still spend millions advertising on t…
“There's discourse, and then there's antisemitism,” said Dickerson. — “Yeah, which is abhorrent. Just point blank, there is no place for it.” Returned Cook. — At which point I shout at the screen: YES, APPARENTLY THERE IS A PLACE FOR IT, TIM. — https://9to5mac.com/... @Ch…
Tim Cook is aware of the problems with right wing hate speech at XTwitter. On CBS Sunday Morning he was asked why Apple continues to advertise with Musk, and he said the antisemitism is “abhorrent” and “it's something we constantly ask ourselves.” — Maybe it's time to stop ask…
“There's discourse, and then there's antisemitism,” said Dickerson. — “Yeah, which is abhorrent. Just point blank, there is no place for it,” Cook says. — I'm pretty sure there is a place for it, Tim. And you just attempted to justify why you still spend millions advertisin…
$AAPL Tim Cook says he's using the company's new Vision Pro device on a “regular basis” and watched the entire third season of “Ted Lasso” on it https://www.cbsnews.com/...
I don't think Apple should completely leave Twitter, but it should absolutely pull back on advertising spend. And for the love of god stop paying for the stupid “hashflag” thing.