by Though Apple’s 2012 might have seemed dominated by Mac, iPhone, and iPad news, other big stories for the company cropped up throughout the year. This was Tim Cook’s first full year as Apple’s CEO, and Apple faced challenges in the realm of security, made transitions in its online services, and updated one of its flagship applications. We’ve already recounted the year in iOS news and the year in Mac news. Here are highlights from Apple’s 2012 in terms of, well, everything else.
This is Tim
This year marked Tim Cook’s first full calendar year as CEO. And he wasn’t quiet. Despite his promise that Apple would double down on secrecy, Cook spent a surprising amount of time in 2012 talking publicly about Apple’s plans and strategies.
He followed in Steve Jobs’s footsteps by speaking at the annual D10 conference. He reassured unhappy customers that a new professional Mac would arrive in 2013. He coined the term “toaster fridge” in describing why Apple isn’t looking to make a hybrid Mac/tablet, and he explained his vision of the post-PC world.
Cook also made a public statement about iOS 6’s Maps app—specifically, saying that Apple was “extremely sorry” for the frustration the app had caused. He even took the step of suggesting that customers disappointed with Maps try mapping options from other companies such as Google, Microsoft, and Motorola. That, moment, dear Mayans, is when the world as we knew it drew to a close.
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