Tim Cook: Innovation 'Deeply Embedded' In Apple, Company Has 'No Issue' Coming Up With New Ideas
Apple plans to launch new products in categories where it doesn't currently operate, according to comments from CEO Tim Cook. During today's earnings call, Cook said that innovation is "deeply embedded" in everyone at Apple and that the company has "no issue" coming up with new projects to work on.
There's so much of the world that is full of very complex products. We have zero issue coming up with things we want to do. We must focus on the very few that deserve all our energy. We’ve always done that and we continue to do that.
Since the introduction of the iPod, Apple has concentrated on launching new products in markets where it sees significant room for improvement. With its touch-focused design, the iPhone was a significant departure from its competitors when it was introduced in 2007, and the iPad, introduced in 2010, dominated the tablet market from launch.
Currently, Apple is rumored to be working in the wearables category, which Tim Cook previously suggested was "ripe for exploration" as there are no significantly popular products in that market. Apple is researching a host of possible features for its much-rumored smart watch that would set it apart from existing products on the market, including a range of biometric sensors.
Apple has also expressed interest in the television, with Steve Jobs claiming to have "finally cracked" the design for a simple integrated television set that's simple to use.
While reports have suggested that the iWatch could make an initial appearance in 2014, Apple's television plans are somewhat more nebulous and may have been put on hold in order for the company to work on wearables, which would be in line with today's comments on focus.
During the call, Apple Corporate Controller Luca Maestri also confirmed the company is heavily investing in areas that will generate new products and services and Peter Oppenheimer said that Apple "remains confident in the new product pipeline."
Popular Stories
In select U.S. states, residents can add their driver's license or state ID to the Apple Wallet app on the iPhone and Apple Watch, and then use it to display proof of identity or age at select airports and businesses, and in select apps.
The feature is currently available in 13 U.S. states and Puerto Rico, and it is expected to launch in at least seven more in the future.
To set up the...
While the iPhone 18 Pro and iPhone 18 Pro Max are not expected to launch for another nine months, there are already plenty of rumors about the devices.
Below, we have recapped 12 features rumored for the iPhone 18 Pro models.
The same overall design is expected, with 6.3-inch and 6.9-inch display sizes, and a "plateau" housing three rear cameras
Under-screen Face ID
Front camera in...
Apple hasn't updated the Apple TV 4K since 2022, and 2025 was supposed to be the year that we got a refresh. There were rumors suggesting Apple would release the new Apple TV before the end of 2025, but it looks like that's not going to happen now.
Subscribe to the MacRumors YouTube channel for more videos.
Bloomberg's Mark Gurman said several times across 2024 and 2025 that Apple would...
2026 is almost upon us, and a new year is a good time to try out some new apps. We've rounded up 10 excellent Mac apps that are worth checking out.
Subscribe to the MacRumors YouTube channel for more videos.
Alt-Tab (Free) - Alt-Tab brings a Windows-style alt + tab thumbnail preview option to the Mac. You can see a full window preview of open apps and app windows.
One Thing (Free) -...
Earlier this month, Apple released iOS 26.2, following more than a month of beta testing. It is a big update, with many new features and changes for iPhones.
iOS 26.2 adds a Liquid Glass slider for the Lock Screen's clock, offline lyrics in Apple Music, and more. Below, we have highlighted a total of eight new features.
Liquid Glass Slider on Lock Screen
A new slider in the Lock...
Apple reportedly tested a version of the first-generation AirPods with bright, iPhone 5c-like colored charging cases.
The images, shared by the Apple leaker and prototype collector known as "Kosutami," claim to show first-generation AirPods prototypes with pink and yellow exterior casings. The interior of the charging case and the earbuds themselves remain white.
They seem close to some...
Apple's first foldable iPhone, rumored for release next year, may turn out to be smaller than most people imagine, if a recent report is anything to go by. According to The Information, the outer display on the book-style device will measure just 5.3 inches – that's smaller than the 5.4-inch screen on the iPhone mini, a line Apple discontinued in 2022 due to poor sales. The report has led ...
With the end of 2025 near, the time has come to look back at the devices and accessories that Apple discontinued throughout the year.
Most of the products that were discontinued this year were simply replaced by a new model with an updated chip. However, the iPhone SE line was entirely discontinued when the iPhone 16e launched, and the iPhone Plus line is being phased out.
Below, we have...
Samsung is working on a new foldable smartphone that's wider and shorter than the models that it's released before, according to Korean news site ETNews. The "Wide Fold" will compete with Apple's iPhone Fold that's set to launch in September 2026.
Samsung's existing Galaxy Z Fold7 display is 6.5 inches when closed, and 8 inches when open, with a 21:9 aspect ratio when folded and a 20:18...
