Ukusukela oko kwafika uTim Cook siye saqubisana nephulo elikhulu lika-Apple lokugcina okusingqongileyo kweyona ndlela ifanelekileyo. I-Apple okwangoku ayisiyiyeyona nkampani ibaluleke kakhulu emhlabeni, kodwa yeyona nkampani inomdla kakhulu kwindalo esingqongileyo. Ewe kunjalo, ukuba abaphathi be-Apple bayayithanda into yokukhupha isifuba, kwaye bayenzile, banesifuba ngaphandle kwesiqingatha sokuqala seyure ye-Keynote yokuqhayisa ngeendlela Apple azikhathalele ngayo iplanethi kwiifektri zayo, zombini xa ukudala nokutshabalalisa iPhones. I-Liam ligama elinikwe i-roblon ephethe ukuphinda isetyenziselwe ukuphinda isetyenziselwe ubuninzi beqhekeza le-iPhone elidlulayo.
Oomatshini abasebenza ngokuchanekileyo iApple ayisiyomfihlo, kwaye kukuba iApple igxotha yonke imilimitha yezixhobo zayo zombini ngaphambi nasemva kokuba zenziwe. Kuyo Ividiyo ka-Liam "yokukhuthaza" iApple ibonisile kwi-Keynote yayo, Sibonile indlela awayidibanisa ngayo ngononophelo, ephantse yabonakala inemincili, nganye yezikrufu ezincinci kunye namaqhekeza e-iPhone, yada yaze yagqitywa, ngeyona njongo iphambili yokuhlela iziqwenga ukuze ziphinde zisetyenziswe kwakhona. Sishiya ividiyo malunga nendlela uLiam asebenza ngayo:
Emva koko, la malungu agcinelwe ukwenza inkqubo yokurisayikilisha, kwaye iApple ilumke kakhulu ngendlela izixhobo zayo ezichaphazela ngayo iplanethi, kwaye ihlala iphakamisa izisombululo kwiingxaki eziveliswayo. Umzekelo, bakwabonisa ikomkhulu le-Apple elinelisekile ngokupheleleyo kwaye bachaze ukuba iiseli ze-photovoltaic zinokwakhiwa njani ngenxa yokurisayikilisha kweebhodi ze-iPhone. Icala elisezantsi kukuba uLiam ugqibela ngokufaka endaweni yabasebenzi, ke inokubiza abantu abambalwa umsebenzi wabo ukwenza inkqubo ngokuchaneka ngakumbi kunye nesantya.