Tim Cook on Revealing Apple's Car Plans: 'Yeah, I'm Probably Not Going to Do That'
Apple CEO Tim Cook discussed a range of topics in an interview with Fortune posted online today. Although Cook skirted the topic of the Apple Car, eventually Fortune brought up the recent hiring of automobile industry people by Apple, and asked Cook to put the rumors to rest once and for all.
Yeah, I’m probably not going to do that. The great thing about being here is we’re curious people. We explore technologies, and we explore products.
And we’re always thinking about ways that Apple can make great products that people love, that help them in some way. And we don’t go into very many categories, as you know. We edit very much. We talk about a lot of things and do fewer. We debate many things and do a lot fewer.
According to Cook, the addition of people from the automotive industry isn't a confirmation of the Apple Car, but simply a way for Apple to "explore things with teams of people." Once an idea gets past that stage, and the company begins "spending large amounts of money," that's when Cook and the team are "committed" to seeing the project through to the end. Although he doesn't directly confirm it, the suggestion hints that Apple's potential smart car is in the exploratory phase.
Part of exploring technologies and picking the right one is becoming so familiar with it you can see ways that it can be used. And for us, we’ve never been about being first. We’ve been about being best. So we explore many different things, many different technologies. And at first we might not know what product it might wind up in. And then later we’ll see that that really cool technology enables maybe things that we’re doing today to take on something bigger, maybe something new. But once we start spending gobs of money—like when we start spending on tooling and things like that—we’re committed.
Cook also touched on the topic of Apple occupying an era of "peak iPhone," thanks to a Q1 2016 fiscal quarter that saw iPhone sales remain largely "flat" from the same time last year (74.8 million iPhones in 2016 compared to 74.5 million in 2015). Cook said that he and Apple attempt to ignore such chatter and focus on the tenets of customer satisfaction and product quality, believing that "over time," he's sure "that everything else will catch up."
The Apple CEO ended with hinting that the company's newest headquarters will open in "early 2017," although a specific date has yet to be set. The name of the new campus is still up in the air as well, but Cook said that it will in some way pay homage to Steve Jobs and that Apple is "working with Laurene [Powell Jobs, Steve’s widow] and the family" on specifically deciding which direction to take with honoring the late CEO.
Check out Fortune's full Q&A with Tim Cook here.
Popular Stories
Since the iPhone X in 2017, all of Apple's highest-end iPhone models have featured either stainless steel or titanium frames, but it has now been rumored that this design decision will be coming to an end with the iPhone 17 Pro models later this year.
In a post on Chinese social media platform Weibo today, the account Instant Digital said that the iPhone 17 Pro models will have an aluminum...
Apple is continuing to refine and update iOS 26, and beta three features smaller changes than we saw in beta 2, plus further tweaks to the Liquid Glass design. Apple is gearing up for the next phase of beta testing, and the company has promised that a public beta is set to come out in July.
Transparency
In some apps like Apple Music, Podcasts, and the App Store, Apple has toned down the...
In select U.S. states, residents can add their driver's license or state ID to the Wallet app on the iPhone and Apple Watch, providing a convenient and contactless way to display proof of identity or age at select airports and businesses, and in select apps.
Unfortunately, this feature continues to roll out very slowly since it was announced in 2021, with only nine U.S. states, Puerto Rico,...
Apple will launch its new iPhone 17 series in two months, and the iPhone 17 Pro models are expected to get a new design for the rear casing and the camera area. But more significant changes to the lineup are not expected until next year, when the iPhone 18 models arrive.
If you're thinking of trading in your iPhone for this year's latest, consider the following features rumored to be coming...
Apple is expanding the ability to add an Apple Account Card to the Wallet app to more countries, according to backend Apple Pay changes.
With iOS 15.5, Apple updated the Wallet app to allow users to add an Apple Account Card, which displays the Apple credit balance associated with an Apple ID.
If you receive an Apple gift card, for example, it is added to an Apple Account that is also...
Three out of four iPhone 17 models will feature more RAM than the equivalent iPhone 16 models, according to a new leak that aligns with previous rumors.
The all-new iPhone 17 Air, the iPhone 17 Pro, and the iPhone 17 Pro Max will each be equipped with 12GB of RAM, according to Fixed Focus Digital, an account with more than two million followers on Chinese social media platform Weibo. The...
Apple should unveil the iPhone 17 series in September, and there might be one bigger difference between the Pro and Pro Max models this year.
As always, the Pro Max model will be larger than the Pro model:iPhone 17 Pro: 6.3-inch display
iPhone 17 Pro Max: 6.9-inch displayGiven the Pro Max is physically larger than the Pro, it has more internal space, allowing for a larger battery and...
The calendar has turned to July, meaning that 2025 is now more than half over. And while the summer months are often quiet for Apple, the company still has more than a dozen products coming later this year, according to rumors.
Below, we have outlined at least 15 new Apple products that are expected to launch later this year, along with key rumored features for each.
iPhone 17 Series
iPho...
