June 15th 2017
By Mike Flaminio
Bloomberg Business Week has an extensive feature interview with Tim Cook. The interview is a part of the magazine's June 19 edition, and now available online.
There's a lot here, but this is a good tidbit on why Apple thinks it can make a dent in the enterprise market:
The other thing that has changed is that the most forward-thinking chief information officers and chief executives are saying, "The top thing is, let's have happy and productive employees." When you care about people's happiness and productivity, you give them what brings out the best in them and their creativity. And if you give them a choice, they'll say, "I want an iPhone" or "I want a Mac." We think we can win a lot of corporate decisions at that level
Essentially, that's how Apple beat Blackberry for smartphones. The IT managers largely wanted Blackberry because it was a product built for them. End users wanted iPhones because it was made for them. The end users quickly flipped marketshare.