Let's try to see each other from the outside. If you were the CEO of the most important company in the world by market capitalization, so important that you seem to preside over a country, and you had to spend a couple of days in Spain, what would you do? Access is not a problem, everyone wants to meet you. One condition: your choices must reflect the philosophy of the company, positioned as one of the most modern, exclusive and creative. who would you see
This was the premise of the express weekend trip to Madrid that Tim Cook, Apple's top manager, made one day after the new iPhone went on sale. Cook visited Real Madrid. He ate cocido with David Muñoz at the Lhardy restaurant, a stone's throw from an Apple Store in Vessar where Guitarricadelafuente performed. He met the students of the EFTI photography and film school and listened to the reporter and filmmaker Hernán Zin. Had lunch with YouTuber and podcaster Víctor Abarca at Lucas Muñoz's Mo de Moviment sustainable restaurant. He met the illustrator Ignasi Monreal.
He went to a training of Paralympic medalist Teresa Perales. He saw Atlético-Real Madrid, in addition to David Muñoz – once again – with under 15 Enzo Alves, footballer Ivana Andrés and basketball player Amaya Valdemoro. He said goodbye with an image of the Retiro glass palace by photographer Erea Azurmendi.
Collecting: He saw avant-garde chefs, top athletes, big football clubs, digital communicators in one of the most spoken languages in the world, talented musicians, photographers and illustrators and posted it on networks. He also met the presidents of Madrid and Atlético, but did not upload their images or did so in passing. No sign of politicians or photos with Pedro Sánchez, as there were two years ago in Apple Park in California or five years ago in La Moncloa. Little press: the words he granted to Francesc Bracero for this newspaper were one of the exceptions. Only creators and athletes, mostly women and young people.
Spain is interesting, with Apple looking to get the selfie. A perfect scenario where multinationals try to entrust themselves to the talent of creators and sportsmen, young people and women. Outside they are clear, inside, not so much.
