Apple is looking to support aspiring musicians by providing them with creative technology and access to industry professionals who can help them begin their careers. Executive chairman Tim Cook said the company aims to reach more young people through its partnership with The King’s Trust, a UK charity focused on helping young people build skills and find employment.
The initiative, called Apple x King’s Trust Creative Labs, has launched with workshops involving 15 young people in London. The sessions allowed participants to explore music production, learn from professionals in the industry and create their own tracks using Apple technology.
Speaking to The Independent, Cook explained that Apple views the programme as an opportunity to contribute its expertise to the communities where it operates. Instead of limiting its contribution to financial assistance, the company wants its employees and creative experts to share their experience with people starting their professional journeys.
“We’re a toolmaker,” Cook said. “At the end of the day, we make tools for people to be able to create things they couldn’t create otherwise, and we want to give back to the communities that we live and work in.”
Apple aims to open doors for young creative talent
The inaugural workshops were held at Apple Music Hall, the company's performance space at London's Battersea Power Station. During the two-day programme, participants worked alongside Prophet Guillory, Apple Music’s head of Artist Services, Tools and Community.
Cook said Apple hopes to extend the initiative to a larger number of young people. However, because the programme involves intensive, hands-on guidance, the number of participants who can take part in each session is limited.
“It’s a high-touch programme so there’s a practical limit to the number of people we can include each time, but, yes, we want to touch as many people as we can,” he said.
The collaboration coincides with a significant milestone for The King’s Trust, which marks its 50th anniversary in 2026. The charity focuses on helping young people gain confidence, acquire essential life skills and improve their employment prospects.
According to Cook, the partnership brings together two organisations that share the goal of helping young people fulfil their potential. He believes that providing access to appropriate tools and guidance from experienced mentors can help participants recognise and develop their abilities.
Apple's interest in supporting creative initiatives in the UK is also linked to the country's music industry. Cook said the company appreciates the support it receives from local communities and wants to give something back by drawing on its own expertise and resources.
The interview comes shortly after Cook stepped down as Apple’s chief executive on September 1, handing the position to John Ternus and taking on the role of executive chairman. Cook said his new responsibilities include handling international policy matters and engaging with governments on issues relevant to Apple. He also intends to support Ternus while giving him the freedom to shape the chief executive role in his own way.
