LUNCHTIME

You Can Have Lunch with Apple’s Tim Cook for Just $125,000

Maybe he will explain how Apple plans to turn around its sagging iPhone sales.
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By Stephen Lam/Getty Images.

Tim Cook is a busy man. The Apple C.E.O. has today’s quarterly earnings to worry about and a new version of the Apple Watch to finalize. He just took on the U.S. government over privacy issues and met Pope Francis at the Vatican. But he is taking time out of his jam-packed schedule to have lunch with two lucky bidders to raise money for charity.

For the fourth year in a row, Cook is auctioning off an hour-long lunch with him at Apple’s Cupertino, California, headquarters through the charity platform Charitybuzz. The winning bidder will also get two V.I.P. passes to an unspecified Apple keynote address—where men in jeans unveil new products to a mesmerized audience in a darkened auditorium. The money brought in from the auction goes toward Robert F. Kennedy Human Rights, a social-justice organization on whose board Cook serves. While the cost of lunch will be covered, the winners are responsible for their own transportation to Apple H.Q.

With nine days to go, 16 people have bid on the lunch. As of Tuesday, the highest bidder pledged $125,000 for the hour-long meeting. That is quite the drop from Cook’s first lunchtime auction in 2013, when the opportunity went for $610,000. A year later, the winning bid was $330,000, and in 2015, it went for $200,000.

It makes sense that there would be a decline; Cook has been Apple C.E.O. since 2011. His novelty naturally has worn off some, as Cook has opened up about himself in op-eds and blog posts and on Twitter, sat for many interviews, and already unveiled many of the changes and products he has planned to make central to the technology company since Steve Jobs left it in his capable hands.

But it is possible that an investor eager to hear how Apple plans to lead the company through a difficult time could swoop in with a higher bid. All eyes, and worries, on Wall Street have been pointed westward in recent days, as Apple prepares to report what is expected to be its worst quarter in 13 years on Tuesday afternoon. Analysts are anticipating the company will post a double-digit sales loss in the first three months of 2016, as iPhone sales lag under what Cook called a “dramatically different” economic environment. The last time Apple reported a decline in year-over-year sales was in 2003—well before the iPhone existed. Then, the PowerMac was still its best-seller, and Apple had yet to launch iTunes.

In advance of its first-quarter earnings announcement, Apple’s stock has tumbled more than 2 percent in the last week. So what is Cook planning to do to turn its sagging iPhone sales around? And what will Apple do if it can’t? That sounds like a great conversation to have over a six-figure lunch.