Apple CEO Tim Cook Starts His Day at 5 AM to Read Customer Feedback

Apple’s CEO Tim Cook says he reads customer feedback every morning at 5 am. He believes it inspires him and helps him understand how Apple’s products enrich people’s lives.

In an interview with GQ Magazine, Mr. Cook explained that he wants to know how people feel about the technology Apple creates. He values both positive feedback and complaints, which he forwards to his employees.

Customer feedback motivates Mr. Cook because it brings him delight to know that Apple’s products are making a positive difference. He shared an example of a customer who used the collision detection feature on the iPhone 14 to call for help during a seizure.

The Emergency Satellite Connectivity feature on the iPhone allows individuals to call for emergency services in locations without mobile network coverage. Mr. Cook’s openness to customer feedback shows Apple’s commitment to improving its products.

In January, Apple announced that Mr. Cook would be taking a pay cut in 2023. The CEO requested the change following a shareholder vote on his pay contract. The company’s SEC filing also stated that he would receive fewer restricted stocks if he retires before 2026.