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Tim Cook on Defending Marketshare, Product Pipeline 'Chock Full', Apple TV Growth

During today's Q1 2013 Financial Results conference call, Apple CEO Tim Cook fielded questions about Apple's results and plans. As usual, Apple was unwilling to provide any specific details about their future plans.

Cook was asked about the importance of market share preservation and whether or not holding their smartphone marketshare was a priority in 2013:
The most important thing to Apple is to make the best products in the world. We aren't interested in revenue for revenue's sake. We could put the Apple brand on a lot of things and sell a lot more stuff. We only want to make the best products. We've been able to build market share and have a great track record with iPod of doing different products at different price points. I wouldn't view those as mutually exclusive as some might. We're focused on making great products that enrich lives.
As for Apple's plans for 2013, Cook, as usual, acknowledges that Apple is working on a number of new products and he shares his optimism on those:
We're working on some incredible stuff. The pipeline is chock full. We feel great about what we've got in store.
With regard to the Apple TV, Cook reiterated it was an area that they had intense interest in:
This is an area of intense interest for us and remains that. I tend to believe that there is a lot we can contribute in this space and we continue to pull the string and see where it leads us. Don't want to be more specific.
Cook also revealed that the Apple TV had sold over 2 million units this past quarter -- 60% year over year.

Finally, Cook emphasized that they felt that the "halo" effect was still in full force. As customers buy one Apple product, they tend to buy more.
"The other thing for us, maybe not for others, if somebody buys an iPad mini and it's their first Apple product, we have great experience through the years — if someone buys their first Apple product, these people buy another Apple product. It's the halo effect, as we termed it, that we saw with the iPod and the Mac — we've seen some of that with the iPad as well. I see it as a huge opportunity."


Related roundup: Apple TV

Top Rated Comments

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21 months ago
Biggest lie ever.

The most important thing to Apple is to make the best products in the world. We aren't interested in revenue for revenue's sake

Rating: 26 Votes
21 months ago

You're saying that Apple's mission is NOT to make money? That's ridiculous.


There needs to be some better reading comprehension by people. Let me help you. First, Revenue is not the same as Profit. Apple has always focused on profit not revenue. Second, it was revenue for revenue's sake. This means that if Apple could make more revenue by making a crappy product than by making a quality product they would not do it. And they have demonstrated repeatedly that they aren't out for just revenue, or just market share.
Rating: 20 Votes
21 months ago

You're saying that Apple's mission is NOT to make money? That's ridiculous.

Make money by making good products and selling them. It's a simple concept.
Rating: 10 Votes
21 months ago

Biggest lie ever.


+1. The whole point of a company is to make profit :confused:
Rating: 9 Votes
21 months ago

Biggest lie ever.


Can you help me get a job as a paid shill for Google or Samsung? If so, PM me.
Rating: 9 Votes
21 months ago

Yes, but: "The most important thing to Apple is to make the best products in the world. We aren't interested in revenue for revenue's sake."

I wouldn't call this "the biggest lie ever", but it's cheesy propaganda that's only partially true.


I guess I don't really find it cheesy or unbelievable that a company may genuinely be interested in making good products.
Rating: 8 Votes
21 months ago
He said revenue, not profit.

And what he says is right - Apple could make a ton more revenue / market share (but not profit) if they were as willing as other companies to forego good products and just produce as many different things as they could.
Rating: 8 Votes
21 months ago

Can you help me get a job as a paid shill for Google or Samsung? If so, PM me.


You're saying that Apple's mission is NOT to make money, and it's all about making good products? That's ridiculous. Yeah they make good products, but that's in the pursuit of making money.
Rating: 6 Votes
21 months ago

I always thought the expression was "chop full".


Nope, Chock full is right.

http://www.merriam-webster.com/dictionary/chock-full (http://www.merriam-webster.com/dictionary/chock-full)
Rating: 6 Votes
21 months ago

+1. The whole point of a company is to make profit :confused:


Jobs always said Apple main objective is not to make money.
Rating: 5 Votes

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