Kusukela kwafika uTim Cook sihlangabezane nomkhankaso omkhulu we-Apple wokonga imvelo ngendlela engcono kakhulu. I-Apple njengamanje akuyona inkampani ebaluleke kunazo zonke emhlabeni, kepha mhlawumbe ingenye yezinkampani ezikhathazeke kakhulu ngemvelo yayo yemvelo. Vele, uma abaphathi be-Apple njengokuthile ukukhipha isifuba, futhi bakwenzile, banesifuba phakathi nengxenye yokuqala yehora le-Keynote ukuze baziqhayise ngezindlela i-Apple enakekela ngayo iplanethi emafemini ayo, zombili lapho ukudala nokucekela phansi ama-iPhones. I-Liam yigama elinikezwe i-roblon ephethe ukuphinda isetshenziswe kabusha kuze kube sezingeni lonke ucezu lwe-iPhone oludlulayo.
Imishini yokunemba esebenza ne-Apple akuyona imfihlo, futhi ukuthi i-Apple igxilisa yonke imilimitha yamadivayisi ayo ngaphambi nangemva kokuba enziwe. Ngo- Ividiyo ka-Liam "yokuphromotha" ekhonjiswe yi-Apple ku-Keynote yayo, Sibonile ukuthi waqaqa kanjani ngokucophelela, cishe ebukeka ejabule, ngasinye sezikulufo ezincane nezingxenye ze-iPhone, yaze yaze yaba yize, ngenhloso enkulu yokuhlukanisa izingxenye ezizophinda zisetshenziswe kabusha. Sikushiya ividiyo yokuthi uLiam usebenza kanjani:
Ngokulandelayo, lezi zingxenye zigcinwa ukwenza inqubo yokuphinda isetshenziswe, futhi i-Apple iqaphela kakhulu indlela amadivayisi ayo athinta ngayo iplanethi, futhi ihlala iphakamisa izixazululo ezinkingeni ezenziwa ukwenziwa kwazo. Isibonelo, bakhombise nendlunkulu enkulu ye-Apple ezanele ngokuphelele futhi bachaze nokuthi amaseli we-photovoltaic angakhiwa kanjani ngenxa yokusebenzisa kabusha amabhodi womama we-iPhone. Okubi wukuthi uLiam ugcina esethatha isikhundla sabasebenzi babantu, ngakho-ke kungabiza abantu abaningi impela ukwenza inqubo ngokunemba nangokushesha.