Tim Cook Says Apple Working on 'Some Really Great Stuff' in New Product Categories
Apple will launch products in new categories and the company is working on "really great stuff", according to an interview with CEO Tim Cook in The Wall Street Journal this evening.
He demurred when asked about specific possible products, but said anyone "reasonable" would consider Apple's upcoming products to be in new categories.
Cook has said on prior occasions that new product categories are coming for Apple in 2014 and, with this interview, he is likely looking to encourage spooked investors that Apple is still focused on growth.
Cook said in the interview that Apple remains a "growth company" and has significant opportunities in existing products as well as new ones. In addition, Apple strives to be the number one smartphone, tablet, and computer maker in the world.
He said his statement that Apple doesn't aim to make the most phones has been misunderstood.
"I don't view that as being satisfied with being small or however you want to define it," he said. "I just want to say that the macro thing for us is making a great product and we must do that. If we can't do that, we're not going to force ourselves to hit a price point that makes us produce a product that we're not proud of because we lose who we are in that. We're not going to do that."
Apple executives have repeatedly said that they are only interested in making the best products in the world, not generating revenue for revenue's sake. Tim Cook has previously said that Apple is "focused on making great products that enrich lives" and that the company is "deeply committed to doing this and maniacally focused on it." He said last month that innovation is "deeply embedded" at the company and that Apple has "no issue" coming up with new ideas.
Elsewhere in the interview Cook revealed that Apple has repurchased $14 billion in stock over the past two weeks, and that the company is open to making large acquisitions if it makes sense.
Popular Stories
Game emulator apps have come and gone since Apple announced App Store support for them on April 5, but now popular game emulator Delta from developer Riley Testut is available for download. Testut is known as the developer behind GBA4iOS, an open-source emulator that was available for a brief time more than a decade ago. GBA4iOS led to Delta, an emulator that has been available outside of...
The first approved Nintendo Entertainment System (NES) emulator for the iPhone and iPad was made available on the App Store today following Apple's rule change. The emulator is called Bimmy, and it was developed by Tom Salvo. On the App Store, Bimmy is described as a tool for testing and playing public domain/"homebrew" games created for the NES, but the app allows you to load ROMs for any...
Last September, Apple's iPhone 15 Pro models debuted with a new customizable Action button, offering faster access to a handful of functions, as well as the ability to assign Shortcuts. Apple is poised to include the feature on all upcoming iPhone 16 models, so we asked iPhone 15 Pro users what their experience has been with the additional button so far. The Action button replaces the switch ...
A decade ago, developer Riley Testut released the GBA4iOS emulator for iOS, and since it was against the rules at the time, Apple put a stop to downloads. Emulators have been a violation of the App Store rules for years, but that changed on April 5 when Apple suddenly reversed course and said that it was allowing retro game emulators on the App Store. Subscribe to the MacRumors YouTube channel ...
iOS 18 is expected to be the "biggest" update in the iPhone's history. Below, we recap rumored features and changes for the iPhone. iOS 18 is rumored to include new generative AI features for Siri and many apps, and Apple plans to add RCS support to the Messages app for an improved texting experience between iPhones and Android devices. The update is also expected to introduce a more...
Top Rated Comments
Everything comes to those who wait.
And to all those "Apple is so far behind now, they are not innovating anymore"-rants:
Would people have been happy had Apple released the Samsung 'smart'watch with an Apple logo on it?
Would people have been happy had Apple released the two-completely-different-OS'es-in-one-package that is Windows 8?
Would people have been happy had Apple released the Logitech PowerShell?
Or the LG G Flex, the Pebble, the Fitbit Force, the Chromecast, the Nintendo 2DS, the Acer Aspire R7, all the added features to Android on Samsung phones ... etc. etc.
Exactly where is the innovation that has left Apple in the dust? What are those exact products that are both innovative, useful and close to perfect?
As far as I can tell, Apple is at the very front of this race. Revolutions like the touch-enabled smartphone, the tablet and the App Store don't and won't come around every year, but when they do, I feel convinced that Apple will play an important role.
Until then we will have to do with useful, incremental innovation Like, say, retina displays, fingerprint readers, awesome battery life, more processing power and everything becoming thinner.
My mom said, "Cook more talk less" i agree.