Apple CEO Tim Cook is worried that music is just becoming a ‘bits and bytes’ world. He expressed the view in an interview with Fast Company, in which he was asked about Apple’s past and present relationship with music, and provided an interestingly unplatitudinous response.

“Music is a service that we think our users want us to provide. It’s a service that we worry about the humanity being drained out of. We worry about it becoming a bits-and-bytes kind of world, instead of the art and craft,” said Cook.

“We’re not in it for the money. I think it’s important for artists. If we’re going to continue to have a great creative community, [artists] have to be funded.”

Cook also talked up Apple’s focus on audio quality with its HomePod smart speaker, which has been praised for its sound while being criticised for its smarts compared to Amazon’s Alexa and Google Assistant.

“Think about the production that goes into a recording of a song. Great artists spend enormous time thinking about every detail,” said Cook.

“If you get this little squeaky speaker, all of that is gone! All of the art and craft of music is gone. [HomePod] is the realisation that that is important. Part of the enjoyment in music is hearing the full sound.”

EarPods and phone

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