Tim Cook Reveals Apple’s “biggest secret”

Apple is the largest technology company by revenue (totaling US$365.8 billion in 2021) and, as of June 2022, is the world’s biggest company by market capitalization. These mammoth totals weren’t easily achieved by Apple. They had to keep many secrets and not reveal their technical, insider and marketing secrets in order to maintain a market differentiation.

Thankfully, one of Apple’s biggest secrets is out now. Tim Cook, Apple’s CEO is on a tour of Japan along with Apple’s Marketing SVP Greg Joswiak. Cook tweeted that they visited Sony’s facility in Kumamoto. This is no ordinary tweet as it reveals that Apple and Sony’s partnership goes back a decade and that Sony is behind the much-loved iPhone’s camera.

Apple iPhones have been using camera sensors made by Sony for a decade now. In fact, even the future iPhones are very likely to come with Sony Sensors.

“We’ve been partnering with Sony for over a decade to create the world’s leading camera sensors for the iPhone. Thanks to Ken and everyone on the team for showing me around the cutting-edge facility in Kumamoto today.” The photo accompanying the tweet shows Sony engineers demonstrating the iPhone 14’s camera to Cook.