Apple CEO Tim Cook on New Products: 'We Have Our Head Down and Are Working'

During today's earnings call covering the second fiscal quarter of 2020, Apple CEO Tim Cook provided some insight on what we can expect from Apple in terms of new products during the global health crisis.

iPhone 12 Feature Image 1

A mockup of an iPhone 12 with smaller notch

Cook said that Apple is continuing to operate, and that Apple employees are getting used to working from home. "In some areas of the company, some people may be even more productive," he said. "In some areas, not as productive. It's mixed depending on what the roles are."

Cook said that Apple employees have their heads down and are working as usual.

New products are our lifeblood. We're continuing to work. [...] As you can tell from what we did this quarter despite the environment, we have our head down and are working because we know our customers want the products that we've got. They're even more important in these times.

Cook was also asked about potential developments in health, and he said that it's an area that Apple was already working on, referencing features like ECG in the Apple Watch.

You can bet that we're looking at other areas. We were already doing this - we see it as an area of huge opportunity for the company and a way for us to help a lot of people. You will see us continue on that. I wouldn't say that the health door has opened wider, I would say that it was already opened fairly wide.

On the topic of Apple's supply chain and how well it's situated to launch traditional fall products, Cook said that people should focus on the fact that Apple's products are made everywhere rather than focusing just on the final assembly of the manufacturing process, which tends to get more attention.

We have to conclude that if you look at the shock to the supply chain that took place this quarter, for it to come back up this quickly really demonstrates that it's durable and resilient. I feel good about where we are. That said, we're always looking at tweaks, it's just not something we talk about.

Cook went on to say that Apple is going to "look to see" what can be learned from this situation and how that could be used to enact change after Apple gets "totally out of this."

Cook also commented on payment plans for iPhone on Apple Card, and said that Apple is "working on that for other products" and that we'll see something on that topic shortly.

As for current products, when asked if customers were favoring lower cost products, Cook said that he hasn't seen that. Apple has had strong customer response to the iPhone SE, its most affordable ‌iPhone‌, but he said that those customers wanted a smaller form factor with the latest technology or are coming from Android as opposed to "buying down." Sales of the top-of-the-line iPad Pro have also been strong.

Rumors suggest that Apple has a number of products set to launch later in 2020, ranging from new MacBook Pro models and iMacs to four new iPhones this fall.

Top Rated Comments

MarkB786 Avatar
27 months ago
How long has he been saying THAT??? We have great products in the pipeline. Yeah, yeah, yeah. Spec bumps galore.
Score: 22 Votes (Like | Disagree)
sakagura Avatar
27 months ago
We're working hard on products you want.

2021. New MacBook Pro X. No ports. No buttons. No keyboard. $5000 starting price. Additional $500 for floating anti gravity keyboard signed by iJustine.
Score: 18 Votes (Like | Disagree)
Professor Rucy Avatar
27 months ago

How long has he been saying THAT??? We have great products in the pipeline. Yeah, yeah, yeah. Spec bumps galore.
What do you expect him to say on an investor call? “We have nothing planned right now, nor in the near future. Our heads are in the sand.”
Score: 16 Votes (Like | Disagree)
The Cappy Avatar
27 months ago

How long has he been saying THAT??? We have great products in the pipeline. Yeah, yeah, yeah. Spec bumps galore.
Are you claiming he’s wrong? They do have great products in the pipeline. This time a year ago, they had the 16” MBP and the Mac Pro in the pipeline, both great. They had the AirPods Pro, great. They had the iPhone SE in the pipeline and the reception to that shows it’s great too. Only the SE counts as a spec bump, but it’s a spec bump that kept the prices low, and that’s awesome. I’m typing on one of the new iPad magic keyboards, and it’s awesome.

Also this time last year, they had SwiftUI in the pipeline which was flat-out earth-shattering.

So your snark about products in the pipeline is moronic. Just because you can’t see what’s right in front of you isn’t something to be proud of.


We're working hard on products you want.

2021. New MacBook Pro X. No ports. No buttons. No keyboard. $5000 starting price. Additional $500 for floating anti gravity keyboard signed by iJustine.
Wow. If that’s not trolling, what is? Come back in 2021 and remind everybody you said this and put a link to the product. I’ll apologize and solute you. As it is, let’s see... my 16” MBP from the end of 2019 has 4 high speed USBC ports with thunderbolt and one of the best keyboards I’ve typed on. It was a top of the line machine, and they started half your make-believe price.
Score: 10 Votes (Like | Disagree)
MarkB786 Avatar
27 months ago

Are you claiming he’s wrong? They do have great products in the pipeline. This time a year ago, they had the 16” MBP and the Mac Pro in the pipeline, both great.
I bought the 16" MBP, loaded. It's much slower on boot up than my two-year old Dell laptop, and it asks to send crash reports to Apple just bout every day. Plus, it's like Apple simply magnified the 13" MBP a bit. How exactly is it a "great" product?? Another examples you might have?
Score: 7 Votes (Like | Disagree)
Baymowe335 Avatar
27 months ago

That totally explains all the complains in the Mac Pro and MacBook Pro subs.



Too bad you were born without an irony detector. It's tragic to live without the ability to detect one of the most common jokes on the news sub.
Yeah, a few complaints with 1.5B active devices really tell the story, not the 99% customer satifaction rate for iPhone, 96% for Mac, and 95% for iPad.
Score: 6 Votes (Like | Disagree)

Popular Stories

iPhone 14 Pro Purple Front and Back MacRumors Exclusive

iPhone 14 Pro Renders Highlight Multiple Design Changes

Wednesday May 25, 2022 8:56 am PDT by
Leaker Jon Prosser today shared ostensibly accurate renders of the iPhone 14 Pro, providing the most accurate look yet at what the device could look like when it launches later this year. In the latest video on YouTube channel Front Page Tech, Prosser revealed renders of the iPhone 14 Pro made by Apple concept graphic designer Ian Zelbo, highlighting a range of specific design changes...
iPad Pro USB C Feature Coral

Deals: Apple's iPad Pro Reaches Up to $449 Off in Amazon's Latest Sales

Wednesday May 25, 2022 10:09 am PDT by
Amazon is marking down a wide variety of 11-inch and 12.9-inch iPad Pro models this week, with prices starting as low as $749.00 for the 11-inch tablet. You'll find the full list of sales below, all of which can be found on Amazon. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep...
apple account card

Wallet App Now Supports Apple Account Cards on iOS 15.5

Wednesday May 25, 2022 5:01 pm PDT by
Apple appears to have recently 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 App Store or Apple Store gift card, for example, it is added to an Apple Account that was previously visible in the App Store and Apple Store apps. As of today, the Apple Account balance can also be added to...
iphone 13 pro max display bleen

iPhone 14 Max Reportedly Weeks Behind Schedule [Updated]

Thursday May 26, 2022 7:25 am PDT by
The iPhone 14 Max is currently behind schedule by around three weeks, according to Haitong International Securities analyst Jeff Pu. Yesterday, Nikkei Asia reported that at least one iPhone 14 model was three weeks behind schedule due to the impact of lockdowns on Apple's supply chains in China, but it was not clear which iPhone 14 model this related to. Now, Pu has clarified that the model...
iPhone 13 Always On Feature

iPhone 14 Pro Screen Refresh Rate Upgrade Could Allow for Always-On Display

Tuesday May 24, 2022 7:23 am PDT by
Last year's iPhone 13 Pro models were the first of Apple's smartphones to come with 120Hz ProMotion displays, and while the two iPhone 14 Pro models will continue to feature the technology, their screens could well boast expanded refresh rate variability this time round. To bring ProMotion displays to the ‌iPhone 13 Pro models‌, Apple adopted LTPO panel technology with variable refresh...
Apple Tap to Pay iPhone

Apple Stores Rolling Out iPhone-to-iPhone Contactless Payments Starting Today

Wednesday May 25, 2022 6:54 am PDT by
Apple in February unveiled a new "Tap to Pay on iPhone" feature that will allow compatible iPhones to accept payments via Apple Pay, contactless credit and debit cards, and other digital wallets, with no additional hardware required. Apple began testing the feature at its Apple Park Visitor Center earlier this month, and now Bloomberg's Mark Gurman has tweeted that the feature will begin...
apple tv 4k design green

Apple Releases tvOS 15.5.1 for Apple TV HD and Apple TV 4K

Wednesday May 25, 2022 9:42 am PDT by
Apple today released tvOS 15.5.1, a minor update to the tvOS operating system that first launched in September 2021. tvOS 15.5.1 comes about 10 days after the launch of tvOS 15.5. tvOS 15.5.1 can be downloaded over the air on the Apple TV through the Settings app by going to System > Software Update. ‌‌‌‌‌‌Apple TV‌‌‌‌‌‌ owners who have automatic software updates...