Cook preparing for Epic trial testimony, practicing with former prosecutors
As the trial of Epic Games vs Apple enters its third and final week, Apple CEO Tim Cook is reportedly spending hours per day practicing his testimony with prior trial attorneys.
In the late stages of courtroom activity in Epic's lawsuit against Apple, both sides are likely to bring out their best witnesses and arguments to finish strong. In the case of Apple, that effort will probably include an appearance from Tim Cook.
As the figurehead for Apple, Cook is likely to have to answer tough questions and claims from Epic's lawyers, as he attempts to convince the court Apple isn't operating a monopoly with its App Store. While well versed in public appearances and previously testifying before Congress, Cook has apparently done some homework before visiting court.
The Apple CEO is said by sources of the Wall Street Journal to have been preparing for his appearance by undertaking practice rounds with former prosecutors, selected by his legal team to try and simulate the expected experience in the witness stand.
Apple has previously told the court Cook will speak about the company's core values, as well as other topics about competition and its operation. Cook is also anticipated to discuss the economic benefits to developers of the App Store's existence, and that Epic's lawsuit is an attempt to get a better deal for itself from Apple, rather than for altruistic goals.
Cook has already spent a lengthy period speaking to Epic's lawyers ahead of the trial. In February, the court ruled the Apple CEO had to undertake a seven-hour deposition, rejecting an attempted compromise by Apple to subject him to four hours of deposition.
While all eyes will be on Cook's testimony, he probably won't be the only Apple executive to take to the stand in the coming days. Former marketing chief and Apple Fellow Phil Schiller is anticipated to make an appearance, as well as SVP of Software Engineering Craig Federighi.
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In the late stages of courtroom activity in Epic's lawsuit against Apple, both sides are likely to bring out their best witnesses and arguments to finish strong. In the case of Apple, that effort will probably include an appearance from Tim Cook.
As the figurehead for Apple, Cook is likely to have to answer tough questions and claims from Epic's lawyers, as he attempts to convince the court Apple isn't operating a monopoly with its App Store. While well versed in public appearances and previously testifying before Congress, Cook has apparently done some homework before visiting court.
The Apple CEO is said by sources of the Wall Street Journal to have been preparing for his appearance by undertaking practice rounds with former prosecutors, selected by his legal team to try and simulate the expected experience in the witness stand.
Apple has previously told the court Cook will speak about the company's core values, as well as other topics about competition and its operation. Cook is also anticipated to discuss the economic benefits to developers of the App Store's existence, and that Epic's lawsuit is an attempt to get a better deal for itself from Apple, rather than for altruistic goals.
Cook has already spent a lengthy period speaking to Epic's lawyers ahead of the trial. In February, the court ruled the Apple CEO had to undertake a seven-hour deposition, rejecting an attempted compromise by Apple to subject him to four hours of deposition.
While all eyes will be on Cook's testimony, he probably won't be the only Apple executive to take to the stand in the coming days. Former marketing chief and Apple Fellow Phil Schiller is anticipated to make an appearance, as well as SVP of Software Engineering Craig Federighi.
Stay on top of all Apple news right from your HomePod. Say, "Hey, Siri, play AppleInsider," and you'll get latest AppleInsider Podcast. Or ask your HomePod mini for "AppleInsider Daily" instead and you'll hear a fast update direct from our news team. And, if you're interested in Apple-centric home automation, say "Hey, Siri, play HomeKit Insider," and you'll be listening to our newest specialized podcast in moments.
Comments
If I were on that team I would have him steer well away from that line of commenting as it doesn't tackle the core issues of the case and, more importantly, it is more than likely to create a pushback situation in the wider PR field and irk the judge. Not to mention probably ending up in some shape or fashion in other ongoing trials and investigations.
I would opt for a simpler presentation of the situation, focusing on how things developed over more than a decade and why we are at the current position.
Either way, if people do their jobs well, he's in for some very prickly moments so I bet his advisers are making sure he has a bagfull of deflection weapons at his disposal.
By preparing for the grilling he is being wise, and trying to avoid mispeaking, having his words treated ambiguously or easily taken out of context.
It's a thankless task unless you have all the tailwinds behind you. If anything, he is going to run into some strong headwinds.
He will also have to battle pressure, nerves, tiredness and the risk of just having a bad day. He will have to control his verbal delivery, body language and engage the judge.
There are a thousand little things that can go wrong or throw you off balance.
On top of that, he is the CEO and there is added responsibility and pressure from the 'fear' of letting the side down.
If you are doing this kind of stuff day in and day out you accept that, on occasion, things will go belly up. You shrug it off and move on.
But this is more akin to an exceptional situation. Going in unprepared would be suicide.
Has to be one of the most moronic statements I've ever seen. Like Tim worked his way to leading one of the world's largest companies by winging it at every turn.
Nonetheless, people prepare for important things on their lives. I'm a professor for 11 years now. I still prepare and rehearse my lectures, because I respect the time and attention from my students. Tim Cook prepares, like most on this forum already knew he would, because it is his job to do so. This way, even by happenstance, he won't make a mockery of himself (like another CEO did) by an ill considered remark.
You don't get to be the front man of a big company by winging speeches and appearances. Or at the very least, you shouldn't.
He that consults his physician, and will not follow his advice, must be his own doctor
He that is taught only by himself has a fool for a master
Even the whiz kids practice.