Tim Cook Says Apple Working on 'Some Really Great Stuff' in New Product Categories

Tim CookApple 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.

Top Rated Comments

macfacts Avatar
91 months ago
Every year the same story.
Score: 44 Votes (Like | Disagree)
everything-i Avatar
91 months ago
Well what do they expect him to say, 'We have no idea what we are doing now and Jony Ive just sits in a bar drinking all day with the rest of the design team.' Of course they are working on new stuff and I'm pretty sure they think its great otherwise they wouldn't be working on it.:rolleyes:
Score: 16 Votes (Like | Disagree)
Jsameds Avatar
91 months ago
Am I the only one who read "really great stuff" in Tim's accent?
Score: 13 Votes (Like | Disagree)
flottenheimer Avatar
91 months ago
I'm a believer.
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.
Score: 7 Votes (Like | Disagree)
Ddyracer Avatar
91 months ago
i hate when he says this. is this going to become a every year thing?

My mom said, "Cook more talk less" i agree.
Score: 7 Votes (Like | Disagree)
TC03 Avatar
91 months ago

Well what do they expect him to say, 'We have no idea what we are doing now and Jony Ive just sits in a bar drinking all day with the rest of the design team.' Of course they are working on new stuff and I'm pretty sure they think its great otherwise they wouldn't be working on it.:rolleyes:

This seems to be a typical working day for Jony since Forstall left.
Score: 6 Votes (Like | Disagree)

Top Stories

bloodoxygenapplewatch

Apple Watch Series 7 Rumored to Feature Blood Glucose Monitoring

Monday January 25, 2021 5:05 am PST by
The Apple Watch Series 7 will reportedly feature blood glucose monitoring via an optical sensor, according to ETNews. The report, which mainly focuses on the blood glucose capabilities of the Samsung Galaxy Watch 4, explains that Apple is intending to bring blood glucose monitoring to the upcoming Apple Watch Series 7 using a non-invasive optical sensor. Measuring blood glucose levels,...
magsafecasedangle

Apple Elaborates on Potential for iPhone 12 and MagSafe Accessories to Interfere With Implantable Medical Devices

Saturday January 23, 2021 2:42 pm PST by
Since the launch of iPhone 12 models in October, Apple has acknowledged that the devices may cause electromagnetic interference with medical devices like pacemakers and defibrillators, but the company has now shared additional information. Apple added the following paragraph to a related support document today:Medical devices such as implanted pacemakers and defibrillators might contain...
14

Apple Releases iOS 14.4 and iPadOS 14.4 With New Camera Warnings and Bug Fixes

Tuesday January 26, 2021 10:04 am PST by
Apple today released iOS and iPadOS 14.4, the fourth major updates to the iOS 14 operating system that was initially released in September. iOS and iPadOS 14.4 come more than a month after the release of iOS and iPadOS 14.3, updates that brought new emojis, Intercom support, and more. The iOS and iPadOS 14.4 updates can be downloaded for free and the software is available on all eligible...
Top Stories 44 Feature

Top Stories: 'Thinner and Lighter' MacBook Air, Smaller iPhone 13 Notch, iOS 14.4 Incoming

Saturday January 23, 2021 6:00 am PST by
We continued to hear a lot more about Apple's plans for its Mac lineup this week, including word of a high-end redesigned MacBook Air and the return of an SD card slot as part of the upcoming MacBook Pro redesign. It also sounds like Apple has been working on Face ID for Mac, but it won't be appearing in a redesigned iMac this year as originally planned. This week also saw rumors about the...
14

Apple Releasing iOS 14.4 and watchOS 7.3 Later Today

Tuesday January 26, 2021 7:20 am PST by
In its Black History Month announcement this morning, Apple has confirmed that iOS 14.4 and watchOS 7.3 will be released later today. watchOS 7.3 expands the ECG app on the Apple Watch Series 4 and newer to Japan, Mayotte, Thailand, and the Philippines, while iOS 14.4 introduces a notification on iPhone 12 models with non-genuine cameras. Both software updates also add support for a new...
maxresdefault

Microsoft Touts Surface Pro 7 as 'The Better Choice' Over MacBook Pro in New Ad

Saturday January 23, 2021 11:02 am PST by
Microsoft yesterday shared a new ad on YouTube titled "Microsoft Surface Pro 7: The Better Choice," in which the company compares its tablet computer to Apple's 13-inch M1 MacBook Pro, as spotted by MSPoweruser. The ad highlights the Surface Pro 7's touchscreen and included stylus as opposed to only a "little bar" (the Touch Bar) on the MacBook Pro. Other advantages of the Surface Pro 7...
apple watch black unity

Apple Celebrates Black History Month With Limited-Edition Watch, Featured Apps and Books, and More

Tuesday January 26, 2021 6:14 am PST by
Apple today announced that it will be celebrating Black History Month with curated content that highlights and amplifies Black creators, artists, developers, and businesses across the App Store, Apple Music, the Apple TV app, Apple Books, Apple Podcasts, and more. The content will be featured throughout the month of February. Black Unity Sport Band has "Truth. Power. Solidarity." ...
7

Apple Releases watchOS 7.3 With Unity Watch Face, Expanded ECG Availability and More

Tuesday January 26, 2021 10:03 am PST by
Apple today released watchOS 7.3, the third major update to the watchOS 7 operating system that was released in September. watchOS 7.3 comes more than a month after watchOS 7.2, an update that brought support for Apple Fitness+ ‌‌The watchOS 7.3 update‌‌ can be downloaded for free through the dedicated Apple Watch app on the iPhone by going to General > Software Update. To install...
time to walk apple watch

Apple Fitness+ Feature 'Time to Walk' Launching Soon With Audio Stories From Special Guests

Saturday January 23, 2021 7:13 pm PST by
Earlier this week, Apple seeded the watchOS 7.3 Release Candidate, which is typically the final beta version of a software update. The release notes for the update list a new "Time to Walk" feature for Apple Fitness+ subscribers, described as "an audio experience in the Workout app where guests share inspiring stories as you walk." Apple Fitness+ subscribers will be able to open the Workout...
apple dan riccio

Dan Riccio Transitioning to New Project, John Ternus to Lead Apple's Hardware Engineering Team

Monday January 25, 2021 2:05 pm PST by
Apple today announced that current Apple hardware engineering SVP Dan Riccio is transitioning to a new role where he will focus on an unspecified project, with John Ternus set to take over as Apple's senior vice president of hardware engineering. In a statement, Apple CEO Tim Cook said that Riccio made Apple a better and more innovative company, and that Ternus will bring a deep expertise...