Tim Cook explains why Apple started the self-service repair program

Last week Apple celebrated the launch of a “completely reinvented” version of The Grove Apple Store in Los Angeles. In an interview with KTLA’s Rich DeMuro at the event, CEO Tim Cook briefly discussed the company’s recent decision to give DIY enthusiasts access to genuine Apple parts, manuals and tools for repairs.

Starting early next year, iPhone 12 and iPhone 13 customers will have over 200 parts to choose from to troubleshoot common battery, camera, and screen issues. Later in 2022, Apple plans to add Macs to its list of self-repairing devices.

Cook said why Apple chose to introduce the self-service repair program:

“Well, we found that there are some people out there who wanted to do that and who are trained to do it. You are the Popular Mechanics audience that I love and have focused on my entire life. It feels good to be putting out the manuals and bringing out the parts that allow people to do it. However, if you are not comfortable with this, we recommend that you come to the Apple Store and do it for you. For most people this is still the best way (sic). “

The Grove Apple Store first opened in 2002 and is now twice the size of its original size. Cook personally honored the store opening event along with the entire cast of the Apple TV + hit show Ted Lasso and called the evening “unforgettable”.

In his interview, Cook affirmed that the iPhone maker continues to focus “very heavily” on technologies such as artificial intelligence, augmented reality and autonomy.

“We’re very focused on Augmented Reality, we are very focused on Artificial Intelligence … we are very focused on autonomy, we are very focused on all of these things that are core technologies, and we’re going to be using them in a variety of ways.

“Of course … Apple will always have something that is the next big thing. And luckily we have a lot of things that are currently the big things. “

You can read Cook’s full interview below. But before you get started, let us know what you’re hoping for in the self-service repair program.

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