Apple CEO Tim Cook was making his first public outward show after Apple reported selling more than 13 million of its new iPhones that prevous weekend and a new record.
It seems that an enterprise tech conference might seem like an odd place to boast about another crowning moment in Apple's reign over consumer tech. But Cook wasn't there to brag about anything else. His presence in front of thousands of business conventioneers signaled one more way Apple has forced a radical reconfiguration of the tech industry over the past several years.
Mobile technology is the theme of Box conference, and Cook asserted that businesses still have a halting grasp of mobile's potential.
"To take advantage of it in a huge way you have to rethink everything that you're doing," he said. "There's no doubt in my mind the best companies will be the most mobile."
Tech marketing in the world of enterprise is utterly expected. But coming from the mouth of Apple's top executive, it takes on an additional element of significance. When Cook says "the most mobile," what he's really saying is "the most Apple."
To make such claim credibility, Apple hasn't long been in a position. The long resurgence of the company came was under Steve Jobs after originating from his genius consumer products. The iMac, then the iPod, then the iPhone. Apple designed these device to appeal the consumers, but customers choose not to demand new devices for work instead they adapted their work to the Apple devices they already had.
Cook's logic take into account that things that make Apple products great for business are the same things that make them great for consumer.
Cook also called out Apple's new friendship with ex-rival Microsoft Office apps are available free these days on iOS, and Microsoft is working with Apple to tailor its apps for the newest iPad.
