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Tim Cook in London to Talk Apple Watch and Visit Covent Garden Retail Store

Apple CEO Tim Cook on Friday made an unannounced visit to the iconic Apple Store in Covent Garden, a popular shopping and tourist location in London, according to The Telegraph. The chief executive also sat down for an interview with the British publication to discuss the Apple Watch, providing a few more interesting details about the device ahead of Apple's highly-anticipated "Spring Forward" media event on March 9.

Tim Cook Convent Garden London
Cook claimed that the Apple Watch will have several features that go beyond timekeeping and health and fitness, such as the ability to replace large car key fobs that come with most current vehicles. "This will be just like the iPhone: people wanted it and bought for a particular reason, perhaps for browsing, but then found out that they loved it for all sorts of other reasons," he said.

The chief executive told Apple retail employees at the Covent Garden store that the Apple Watch will be unlike any other product the company has ever sold before. "We've never sold anything as a company that people could try on before", said Cook. He added that "tweaking the experience in the store" will likely be a requirement when the wrist-worn device launches in April.

During his visit to the Covent Garden store, one retail employee asked Cook what his biggest accomplishment was in the past year. "I'm proud we stayed true to our North Star", replied Cook. "We are pro-privacy, pro-environment and pro-human rights." He added that the Covent Garden location is one of his favorite Apple Stores and praised the retail staff for being such a contributing factor to Apple's success.

Cook has been traveling on an international tour this week, making stops in Belgium, Germany and Israel over the past several days. The chief executive kicked off the week in Belgium to meet with the European Commission, visited the newsroom of popular German publication BILD on Tuesday and traveled to Israel on Wednesday to sit down with President Reuven Rivlin, committing to continued growth in the country.

Tag: Tim Cook


Top Rated Comments

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19 months ago
What I wouldn't give to completely get rid of my keychain.
Rating: 18 Votes
19 months ago
Seriously, I can get rid of my Ford Key Fob and walk up open and start my car with my Apple Watch and iPhone? Now that is a neat reason to get the watch.
Rating: 15 Votes
19 months ago

I'm seriously so BOTHERED by the fact that Apple cares so much about making a WATCH and a CAR but can't even get WiFi to work in Yosemite!

Has Apple just lost the care they used to have for their customers? :mad:


Ah, something like this is posted in every single thread. Thanks for reminding me that apple has different divisions working on different tasks.

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Something I keep wondering...

How well will the :apple:Watch possibly do in colder climates? When I'm outside in winter here, I have several layers on over my arms, plus gloves. The watch itself won't be warm, so I wouldn't want it to be the only layer between my wrist and the elements. If it's under layers, it's useless (plus it'll make taking those layers off and putting them on more difficult). If it's on top of the layers, it's tacky, I'd worry about it being stolen, and it may as well just be a tiny iPod touch strapped to my wrist for all it's able to do - it won't be able to monitor any health information an iPod Touch couldn't. Plus its pulse feedback wouldn't work.

I just feel like the :apple:Watch will only work for people who live in warmer climates.


So almost like any watch ever?
Rating: 14 Votes
19 months ago
I'm seriously so BOTHERED by the fact that Apple cares so much about making a WATCH and a CAR but can't even get WiFi to work in Yosemite!

Has Apple just lost the care they used to have for their customers? :mad:
Rating: 11 Votes
19 months ago

Is there any way to hide any front page article tagged with #timcook? Sheesh. I don't care where he is or what he's doing at any given moment. Or ever really.


Apple put so much time and effort into the smooth scrolling functionality on Macs and iOS devices. You should try using it.
Rating: 11 Votes
19 months ago

I wonder if Apple will sell the Edition online, or if you will need to go to a store to get it. Do I trust UPS or FedEx with a $10,000 watch? Perhaps Tim Cook will drop a few more clues at events before the 9th.


There are many things you can buy online that are more expensive than an apple watch will be.
Rating: 10 Votes
19 months ago

What I wouldn't give to completely get rid of my keychain.


And no longer need to carry my wallet too.
Rating: 8 Votes
19 months ago
As a guy who rents a lot of cars for his job, I've often wondered why so many manufacturers are still using keys.

At this point pretty much all cars have a remote unlock system and central locking. So most cars already have the technology to handshake with a key fob, so how hard can it be to add the functionality to start the car using the same security handshake with the key fob?

Surely it would be a lot cheaper than physically building and installing a mechanical lock, having keys made to fit that lock and so on?

Car companies need to stop selling push start as some advanced feature, and just make it standard.

Mercedes charge $550 for a push button start. Other manufacturers often bundle keyless start into some other expensive package with an upgraded stereo or navigation.

Until automakers stop their nonsense like charging $2K for navigation, we're a long way away from using an Apple Watch to start your car. But I like the vision.
Rating: 8 Votes
19 months ago
So when your watch or phone runs out of charge... you won't be able to get into Car, or pay anyone, or tell the time or call for help....

Someone should start a chain of street corner PAYG emergency recharge points..... wait a minute......
Rating: 6 Votes
19 months ago

I'm seriously so BOTHERED by the fact that Apple cares so much about making a WATCH and a CAR but can't even get WiFi to work in Yosemite!

Has Apple just lost the care they used to have for their customers? :mad:


A chill pill might be your best friend. It's just a tech company making products. They don't control our lives unless you allow them to.
Rating: 5 Votes

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