Success starts with saying “no” to almost everything

Eddy Cue on how Apple chooses the next

appleEddy Cue, the company’s senior vice president of services, attributes much of the market’s largest company’s success to saying “no” more than “yes.”

“We say ‘no’ to almost everything,” Cue said during a chat with CNBC’s Jim Cramer at the inauguration CNBC CEO Council Summit Tuesday in Santa Barbara, Calif. “When you get as big as we are, it’s easy to think you can do anything, but that’s not the case.”

According to Cue, an idea only gets off Apple’s drawing board when the company knows it can execute well and consumers actually care about it.

Cue joins Apple 1989 as a software engineering manager. Since then, he’s been a key figure in many of Apple’s innovations, including the launch of the iTunes Store and the company’s foray into sports streaming.

apple got 10 year contract In partnership with Major League Soccer in 2022, the service will be available to fans for the first time at the start of this year’s season. Cue cites ice hockey player Wayne Gretzky’s famous foresight when discussing Apple’s foray into sports streaming.

“We want to go where the puck is going, not where the puck is,” Cue said. “what is that [Gretzky] Do. He skates to where the puck is going, not where the puck is. That’s what we want to do in sports as well. “

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