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It was a whirlwind week for Tim Cook and for anyone tracking the pulse of technology’s elite. On Friday, Cook made major headlines by greeting the first excited customers at Apple’s brand-new flagship store in Detroit. Hundreds lined up downtown to see the CEO in person, and Cook personally welcomed them to the gleaming space—a move that underscores Apple’s deepening investment in Detroit’s urban resurgence, as reported by the Detroit Free Press and covered live by local media. Before the doors officially opened, Cook also visited the city’s Apple Developer Academy and Apple’s Manufacturing Academy, engaging with student developers and small business manufacturers to discuss what they’re learning and Apple’s plans for boosting U.S. manufacturing and retail. Cook confirmed a multi-billion-dollar investment in US manufacturing over the next four years, a noteworthy pledge that could define his legacy in American business.

Simultaneously, New York City’s flagship Fifth Avenue Apple Store saw scenes of fan frenzy as Cook delighted customers lined up for the launch of the iPhone 17. Cook spent several minutes signing autographs, taking selfies, and making a splash that left even famously blasé New Yorkers starstruck. The energy inside the store was “electric,” to quote several first-hand video reports, capturing how Cook’s presence elevates these product launches to near-celebrity events.

But the week’s viral moment may well be captured in the now-famous video, already racking up millions of views, showing a fan accidentally dropping his freshly purchased iPhone 17 right in front of Tim Cook. The content creator, known as Primz, opened the box in front of Cook, only to see the device slip and hit the floor. Both Cook and the fan laughed off the incident, dubbed a “real-world drop test” by amused netizens, and Cook graciously signed a piece of paper for the fan. The clip exploded on X, formerly Twitter, with users sharing everything from admiration for Cook’s good-natured reaction to second-hand embarrassment for the hapless new owner.

On social media, Cook was also in the spotlight after sharing the very first set of photographs taken on the new iPhone 17 Pro Max, snapped by top industry photographers. The images—published on X—featured dancers, skateboarders, and city scenes, generating a flood of excitement, with users around the world eager for the October and November rollout of the new device. Comments ranged from praise for Apple’s relentless innovation to playful pleas asking Cook to send them a new iPhone.

Another major moment: Cook’s high-profile attendance at President Donald Trump’s lavish state banquet at Windsor Castle in the UK. Cook, alongside Microsoft’s Satya Nadella and other tech giants, was strategically seated next to key political figures—including Tiffany Trump—underscoring how Apple’s business relationships are now as much about tech diplomacy as product innovation. The event set the stage for the $42 billion Tech Prosperity Deal between the US and UK, aimed at turbocharging investment in artificial intelligence, quantum computing, and nuclear tech—the sort of grand pact that will shape Cook’s historical legacy far beyond hardware launches.

With Detroit’s grand opening, viral fan encounters, and a front-row seat at global power summits, this week confirms Tim Cook as a CEO whose impact ripples across business, politics, and culture. Thanks for listening. Don’t forget to subscribe so you never miss the latest on Tim Cook, and search the term Biography Flash for more great biographies.

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