Tim Cook: Innovation 'Deeply Embedded' In Apple, Company Has 'No Issue' Coming Up With New Ideas

apple_logoApple 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."

Top Rated Comments

(View all)
Avatar
88 months ago
They'll be just fine. People have to cool it.

----------

Really? So this is why Apple did not came up with anything new since Jobs departure. Really, really sad, just sad. It is not exactly a break-through to make things wider, smaller, longer, lighter or add colors.


Because Jobs has only been gone for two and a half years. It took seven years between the iPod and the iPhone. Arguably, Apple has done far more in the past two and a half years than they did in the seven years between the iPod and the iPhone.
Score: 47 Votes (Like | Disagree)
Avatar
88 months ago
That's great news for Samsung as it makes their life a lot easier!
Score: 36 Votes (Like | Disagree)
Avatar
88 months ago
Really? So this is why Apple did not came up with anything new since Jobs departure. Really, really sad, just sad. It is not exactly a break-through to make things wider, smaller, longer, lighter or add colors.
Score: 33 Votes (Like | Disagree)
Avatar
88 months ago

Really? So this is why Apple did not came up with anything new since Jobs departure. Really, really sad, just sad. It is not exactly a break-through to make things wider, smaller, longer, lighter or add colors.

1) A7-Chip, the first 64-bit chip in a phone.
2) 2012/2013 iMac, quite possibly the thinnest all-in-one.
3) 2013 Mac Pro, words can't describe the engineering.
4) iPad Air, all of that horsepower and in a thinner body AND the same battery life, wow. (iPad Mini with Retina, too.)
5) MacBook Pro with Retina, just amazing.

If you consider these to not be major engineering/technological advances, then I don't know what to tell you.

Keep on innovating, Apple. :apple::cool:
Score: 25 Votes (Like | Disagree)
Avatar
88 months ago

Really? So this is why Apple did not came up with anything new since Jobs departure. Really, really sad, just sad. It is not exactly a break-through to make things wider, smaller, longer, lighter or add colors.

Or completely revamped, like the Mac Pro. It's not a new "product category" but the entire concept to me is something that shows Apple at it's best.
Score: 20 Votes (Like | Disagree)
Avatar
88 months ago

Really? So this is why Apple did not came up with anything new since Jobs departure. Really, really sad, just sad. It is not exactly a break-through to make things wider, smaller, longer, lighter or add colors.

You have got to be joking.

How long did it take to come up with iPhone and bring to market?

Week, month, year....or several years of research and development?

Give the transition a chance to settle in and lets see what happens.
Score: 18 Votes (Like | Disagree)

Top Stories

First iPhone 12 Mini Hands-On Video Surfaces [Update: Video Pulled]

Wednesday October 28, 2020 1:21 pm PDT by
Apple's iPhone 12 mini and the iPhone 12 Pro Max aren't set to be available until November 13, but a Romanian YouTuber got his hands on the iPhone 12 mini and showed it off today, offering a size comparison between the iPhone 12 and the 12 mini along with going over some of the device's features. The iPhone 12 mini is identical to the iPhone 12 in design and functionality, but it has a...

Apple References Unreleased 2020 16-Inch MacBook Pro in Boot Camp Update

Monday October 26, 2020 8:42 am PDT by
Last week, Apple released an update for Boot Camp, its utility for running Windows on a Mac. While this update would typically be unremarkable, several of our readers noticed that the release notes reference an unreleased 2020 model of the 16-inch MacBook Pro. While this could easily be a mistake, the 16-inch MacBook Pro is nearly a year old, so it is certainly a worthy candidate for a...

After Mocking Apple, Samsung May Remove Power Adapter From Galaxy S21 Box

Tuesday October 27, 2020 4:29 pm PDT by
Samsung's Galaxy S21, coming in 2021, may not include a power adapter or headphones in the box, according to reports from Korean media sites highlighted by SamMobile. Rumors earlier this year also said that Samsung was considering removing these accessories from future smartphone models, but that didn't stop Samsung from mocking Apple for selling the iPhone 12 models without a power adapter...

Report: Apple Silicon iMac Featuring Desktop Class 'A14T' Chip Coming First Half of 2021

Tuesday October 27, 2020 4:14 am PDT by
The first iMac powered by Apple Silicon is set to arrive in the first half of next year and will feature a desktop class "A14T" chip, according to Chinese-language newspaper The China Times. Codenamed "Mt. Jade," Apple's first custom-made desktop processor will be twinned with its first self-developed GPU, codenamed "Lifuka," both of which are being produced using TSMC's 5-nanometer process, ...

iPhone 12 Ceramic Shield Still 'Scratches at Level 6 With Deeper Grooves at Level 7' in Mohs Hardness Test

Wednesday October 28, 2020 7:10 am PDT by
iPhone 12 and iPhone 12 Pro models feature a new Ceramic Shield front cover that is "tougher than any smartphone glass," according to Apple, but the displays on the devices still have similar scratch resistance as previous iPhones based on a new test. Zack Nelson today shared his much-anticipated iPhone 12 Pro durability test on his YouTube channel JerryRigEverything, and based on the Mohs...

2020 iPad Air vs. iPad Pro: Hands-On Comparison

Tuesday October 27, 2020 3:03 pm PDT by
Apple announced the new 2020 fourth-generation iPad Air in September, but the new tablets just started shipping out to customers last Friday. We picked one up and thought we'd do a hands-on comparison with the iPad Pro, which was last updated in March, because both tablets are about as powerful and share many similarities. Subscribe to the MacRumors YouTube channel for more videos. Design and ...

MagSafe Charger Only Charges at Full 15W Speeds With Apple's 20W Power Adapter [Updated]

Monday October 26, 2020 3:38 pm PDT by
Alongside the iPhone 12 and 12 Pro models, Apple introduced a new MagSafe charger that attaches to the magnetic ring in the back of the devices, providing up to 15W of charging power, which is double the speed of the 7.5W Qi-based wireless charging maximum. Apple does not provide a power adapter with the $39 MagSafe charger, requiring users to supply their own USB-C compatible option. Apple...

Apple Files Mystery 'Personal Computer' With Placeholder 'B2002' Name in Bluetooth Product Database

Tuesday October 27, 2020 12:36 pm PDT by
Last week, a listing appeared in the Bluetooth product database for an Apple product with a placeholder name "B2002" and a model number of "TBD." MacRumors was alerted to the listing by health and fitness tech website MyHealthyApple. The product is filed under the "personal computer" category, which Apple has used for previous Mac and iPad listings in the database, so it is hard to pinpoint...

Apple Releases First macOS Big Sur 11.0.1 Beta to Developers [Update: Public Beta Available]

Wednesday October 28, 2020 10:15 am PDT by
Apple today seeded a new macOS Big Sur 11.0.1 beta to developers for testing purposes, with the new beta replacing the existing macOS Big Sur 11 beta 10 update that was released two weeks ago. The macOS Big Sur beta can be downloaded through the Apple Developer Center and once the appropriate profile is installed, subsequent betas will be available through the Software Update mechanism in...

iPhone 12 Models Might Support Reverse Charging of Future Apple Accessories According to FCC Filing

Tuesday October 27, 2020 6:25 pm PDT by
iPhone 12 models could have an inactive wireless charging feature for accessories, according to an FCC filing discovered by VentureBeat's Jeremy Horwitz. In the filing, Apple said that 2020 iPhones support a wireless charging function that will seemingly be enabled for at least one future Apple accessory:In addition to being able to be charged by a desktop WPT charger (puck), 2020 iPhones...