Tim Cook Can't Pronounce Pokémon [Updated]

Image: Getty/The Pokémon Company
Image: Getty/The Pokémon Company

Big news of the day: Apple is investing in augmented reality so it can make more games like the extremely popular Pokémon Go. Wow. Wouldn’t have guessed that would happen in a million years.

The revelation from all this, however, is that the CEO of one of the world’s biggest tech companies cannot pronounce the word Pokémon for shit. Instead he says Poké-man. Here, listen for yourself:


The least Tim Cook could do is pronounce the name of a game that will likely earn his company a cool $3 billion. Moreover, the word Pokémon is PHONETIC.

Also, what does it mean to be “high on AR” and where can I cop?

Update 7/27/2016, 12:42AM EDT: A reader, Jennifer Rezny, reached out to Cook regarding his mispronunciation of Pokémon. She told him, “Pokémon is a contraction of ‘Pocket Monsters’; it is pronounced ‘Po-kay-mon’ (or Po-kei-mon.)” He responded with the following statement:

Illustration for article titled Tim Cook Can't Pronounce Pokémon [Updated]

[The Verge]

Eve Peyser was the night editor at Gizmodo.

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Good lord, jobs must be rolling in his grave. I could practically hear the earth shuddering out: “Thou shalt not follow the herd!”

Pokemon works becuase its a social app. Not because its AR. If AR was the key, their previous app attempt would have been more successful.

If Apple were to see this (they won’t) I’d tell them: If you’re going to get into AR, get into AR where it is going to make a real difference - in glasses and contact lenses. That’s the next step. People love pokemon because of pokemon, nostalgia, and having neat things to do with their game that involves exploration and interaction. If you want to cash in on AR - cash in on the element where you can own the realm. Don’t invest in the code, invest in the hardware that will enable others to build the code using your platform.

This is where Jobs literally won the hearts and minds of millions of people. After so many false starts he created a system where simplicity, familarity and ease of use coincided in the same products. They weren’t the best products - but the ecosystem was heavily curated by apple. He kept the simplicity in the hardware design as well as the software design. Form and function. Take a look at the iPhone. Remember how many generations it took for multitasking? Remember how long it was before aluminum bodies were used and thin-light became a thing? Remember how you didn’t care?

AR needs to be that - a simple set of lenses that overlay useful information on the world in a way as to be unobtrusive yet intuitive. People will develop the “iron man interface” apps and whatnot... but after ten minutes of that, I think people will realize why its a bad idea unless you’re looking to have fun. Make it so advertisements are an option. Make it so that people can work with data in real-world space with their hands and eyes. Microsoft Hololens wants to do this - but apple can design something both more refined and simple in both the hardware and software realms. And I think that is where the action would be.