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Apple CEO Tim Cook Challenges College Graduates to Make a Difference

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Apple CEO Tim Cook had a message for graduating seniors at George Washington University on Sunday: Change the world.

“You have to find your North Star, and that means choices,” he said. “Some are easy, some are hard, and some will make you question everything.”

Cook, leader of the most valuable U.S. company, made for a celebrity commencement address speaker for George Washington University’s Class of 2015. He used the pulpit to implore the student to stick to their values and make a difference. The theme was a familiar one as far as graduation speeches go. But Cook gave it a personal touch by invoking his mentor, Steve Jobs, the Apple founder who he replaced just before his death four years ago, and the company’s can-do ethos.

It was one part motivational speech and another part Apple marketing pitch.

As Cook told it, Apple is a place where it’s possible to an idealist and successful in business. He told of how Jobs convinced him to join the company in 1998, despite its struggles at the time, by inspiring him with the possibility of making a huge impact through technology.

“At Apple, we believe the work should be more than just improving your own self,” Cook said. “It is about improving the lives of others as well.

“I took the job and changed my life,” he continued. “It has been 17 years and I have never once looked back.”

Cook didn’t mention Apple’s financial success or any of its stumbles other than its well-documented brush with collapse. Rather, he stuck to how its products are a lifeline for some users, never mind that iPhones, iPads and Macs are used far more commonly for more mundane things like playing video games and sharing cat videos.

“Apple’s products empower people all over the world: People who are blind and can have things read to them,” Cook said. People who are isolated by distance or disability. People who witness injustice and want to expose it — and now they can because they have a camera in their pocket all the time.”

See Steve Jobs’ Legacy in 16 Photos

Apple Announces Launch Of New Tablet Computer
1976 Apple I was Apple's first computer, which became obsolete within a year. Today, they are auctioned off as collector's items.Justin Sullivan—Getty Images
Steven Jobs
1977 Apple II was the follow up to the Apple I computer. Apple II proved highly successful and spawned several variations.Ralph Morse—The LIFE Images Collection/Getty Images
Apple computer Chrmn. Steve Jobs (R) and technician w. new LISA computer during press preview.
1983 Lisa was Apple's office computer that was the first personal computer to use a graphical user interface. It was a commercial flop, largely because it retailed for a whopping $10,000. Ted Thai—The LIFE Picture Collection/Getty Images
Steve Jobs ist tot
1991 NeXT Station was a workstation computer manufactured by NeXT, a computer company Steve Jobs founded in 1985 after he was forced out of Apple. After Apple acquired NeXT in 1996, Jobs rejoined Apple. Kristy MacDonald—dapd/AP
Pixar's Toy Story 1995 text
1995 Pixar's Toy Story was the film studio's first feature film in 1995. Pixar had spun out from a larger graphics corporation in 1986 with funding from Steve Jobs. Alan Dejecacion—Getty Images
Foreign media photograph and film the new Apple Co
1998 The iMac was originally released in 1998, and it was the first Mac computer to have a USB drive but no floppy disk. Many media outlets heralded it as a game changer. Over two million were sold in two years. John G. Mabanglo—AFP/Getty Images
FILE PHOTO: Farewell In 2011
1999 The iBook was a line of laptop computers designed for use in schools. The computer, called the "iMac to go," was a huge hit with several upgrades over the years. Ted Thai—The LIFE Picture Collection/Getty Images
San Francisco Ca Steve Jobs Apple's Interim CEO Introduces The Macintosh
1999 The Power Mac G3 was a personal computer in the Power Macintosh line. Its upgraded hardware meant it was faster than most other computers on the market. Alan Dejecacion—Getty Images
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2001 Apple opened its first Apple Stores in 2001, with the original two stores in Virginia and California. On the opening day, thousands of Apple fans stood in line and collectively spent over half a million dollars. Justin Sullivan—Getty Images
Apple Launch iTunes Music Store In London
2003The iTunes Store is Apple's online digital media store that redefined the music purchase experience and became a runaway success within years. By 2008, it had become the largest music vendor in the U.S. Ian Waldie—Getty Images
Steve Jobs at MacWorld
2001The iPod followed the release of iTunes and other consumer-facing software. It offered data storage and a sleek design, and soon became the nation's go-to portable music player. Gabe Palacio—Getty Images
Steve Jobs Launches Annual MacWorld Expo
2006 Macbook Pro was Apple's first computer to use Intel Core processors, replacing PowerBook computers. The Macbook Pro line is Apple's latest laptop collection. Justin Sullivan—Getty Images
Apple CEO Steve Jobs Delivers Opening Keynote At Macworld
2005 The Mac Mini was Apple's first consumer-targeted computer to ship without a display, keyboard or mouse, intended to minimize the space taken by a desktop computer.Justin Sullivan—Getty Images
Apple chief executive Steve Jobs unveils
2007 The first iPhone was released after years of speculation that Apple would produce a smartphone. It was known for its large touch screen and finger-touch method, as opposed to using a stylus. It was marketed under the slogan "This is only the beginning." Tony Avelar—AFP/Getty Images
Apple Unveils New Software For iPhone And iPad
2008 The App Store is Apple's online marketplace for downloading and developing apps. It was released alongside its iPhone 3G, and both proved to be massive successes. The App Store logged over 10 million downloads on the first weekend.Justin Sullivan—Getty Images
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2010 The iPad is an Apple tablet computer that met mixed reviews, as users were not sure if it was intended to replace or supplement laptop use, though many praised its ability to connect to WiFi or 3G. That year, the iPad became the leader in the tablet computer market. Justin Sullivan—Getty Images

Cook spoke of his own values developed while growing up in Alabama only a few years after the civil rights battles in the South. He said his first trip to Washington D.C., home of George Washington University, came at age 16, after having won an essay contest. Before leaving, Cook said he and fellow winners had met Alabama’s governor, George Wallace, the one-time segregationist. The meeting with Wallace, he said, was no honor and that he considered Martin Luther King Jr. and Robert F. Kennedy his heroes.

“Shaking his hand was like a betrayal to my beliefs,” Cook said.

During the speech, Cook hammered home the point of injustices like segregation and equality for all. But he made no specific mention of equality for gays and lesbians, issues that he and Apple has pushed for in the past. Last year, Cook acknowledged that he is gay.

In opening his speech Sunday, Cook put a new twist on the usual request for audience members to silence their phones. Clearly, it wasn’t a day to own an Android or Microsoft phone.

“So those of you with an iPhone, just place it in silent mode,” he said. “If you don’t have an iPhone, just pass it to the center aisle. Apple has a world-class recycling program.”

This article originally appeared on Fortune.com

 

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