B1 – Intermediate
Tim Cook, Apple’s CEO, will step down in September. He said Apple Maps was a big mistake because it gave wrong directions when it launched in 2012. He even told users to try other map apps.
Cook became CEO in 2011 after Steve Jobs. He grew Apple’s value from $350 billion to $4 trillion. He said the Apple Watch is his best achievement, especially for health and fitness.
Read the article about outgoing Apple CEO Tim Cook’s tenure at Apple and his thoughts on Apple Maps.
https://breakingnewsenglish.com/2604/260427-tim-cook-apple-maps.html
Vocabulary Questions:
- What does “to bow out” mean here, “Mr. Cook will bow out as Apple boss in September.”? Use the phrase in a sentence. Give a synonym.
- What does “tenure” mean? “During his tenure, Cook transformed Apple from a $350 billion company into a $4 trillion company.” Use the word in a sentence. Give a synonym.
- What does a “superlative lifestyle choice” mean? “Cook has ensured Apple’s brand represents a superlative lifestyle choice.” Use the idiom in a sentence. Give a synonym.
Discussion Questions:
- What are your thoughts on Tim Cook calling Apple Maps a “big mistake”?
- What can other companies learn from Apple’s mistakes with Apple Maps?
- What is your opinion on this, “Apple’s greatest contribution will be in the health and wellness area.”?
- What is your opinion about people seeing Apple a superlative lifestyle choice?
- What is your company’s CEO’s greatest achievement?