Tim Cook at Coachella 2023

Apple chief executive This weekend, Tim Cook made an appearance at Coachella.

Cook and Apple’s senior vice president of services, Eddy Cue, were seen strolling around the festival grounds in a video uploaded to TikTok on Sunday.

Despite attaining billionaire status, Cook is renowned for living frugally. Unlike other billionaires, he rarely takes extravagant vacations, and he does not own a private vessel. However, Cook regularly makes time to attend the annual music festival in Indio, California.

@hbjian tim cook in the wild #coachella ♬ original sound – hannah

In 2022, a Twitter video revealed Cook in the front row at pop singer Harry Styles’ Coachella performance.

In 2019, Cook posed for a photo at the festival with DJ and music producer Diplo.

Cook, who succeeded Steve Jobs as Apple’s CEO in 2011, has previously discussed his passion for music.

“I couldn’t make it through a workout without music,” he told Fast Company in 2018 while discussing Apple’s endeavors in the music-streaming space. “Music motivates and inspires. It is also the thing that helps me sleep at night. I believe it is superior to any medication.”