Apple’s Tim Cook Drops New Product Hints and More in Candid Interview
Apple CEO Tim Cook recently sat down for a candid interview with talk show host Charlie Rose in which he discussed everything from the recent acquisition of Beats, to the company’s ongoing interest in improving the user experience with television. However, Cook did more than just reminisce about Apple’s previous accomplishments. The Apple CEO also hinted that there are new products in the works that have yet to be imagined by outsiders. The two-part interview will air on PBS on Friday, September 12, and Monday, September 15.
Apple shocked many analysts when it announced that it was buying Beats Electronics and the Beats Music streaming service for a combined $3 billion in May of this year. The purchase was the most expensive acquisition in Apple’s history after its $400 million purchase of NeXT in 1997. In the interview with Rose, Cook confirmed what many industry music watchers have long suspected: that the acquisition was less about buying a premium headphone maker and more about Apple securing its future in the rapidly growing subscription music-streaming market. In the interview, Cook explained why Apple picked Beats Music over other subscription music-streaming services. “When I listened to theirs [Beats Music] for a while I feel completely different,” explained Cook. “And the reason is that they recognized that human curation was important in the subscription service, that the sequencing of songs that you listen to affect how you feel. It’s hard to describe, but you know it when you feel it.”
In another segment, Cook discussed the influence that Steve Jobs continues to exert on the company today. “He is deep in Apple’s DNA. His spirit will always be the foundation of the company,” said Cook. “If you think about the things Steve stood for at a macro-level, he stood for innovation. He stood for the simple, not the complex. He knew that Apple should only enter areas where we could control the primary technology. All of these things are still deep in our company.”
Cook also reiterated the company’s ongoing “interest” in television. He called the current television interface “terrible” and noted that it was “an area we continue to look at.” However, while there has long been speculation about Apple’s interest in reinventing the television user experience, Cook also revealed that there are “blow-away” products that “haven’t been rumored about yet,” according to a transcript obtained by The Verge.
Finally, Cook downplayed the threat that Samsung represents to Apple and dismissed suggestions that the company was following the Galaxy Note-maker by releasing the 5.5-inch iPhone 6 Plus. “We could have done a larger iPhone years ago,” Cook told Rose, according to The Verge. “It’s never been about just making a larger phone…it’s been about making a better phone in every single way.” Cook noted that Apple’s philosophy of only releasing a product when it is completely ready is also why the company’s Apple Watch is coming out later than many other competitors’ smartwatches.
While some critics might argue that Apple should have put out a larger iPhone much earlier, it appears that the company’s go-slow approach to the smartwatch market may have been the wisest course. Although Samsung has already released multiple smartwatch models since last year, none of them have ignited as much consumer excitement as the Apple Watch. The second part of Charlie Rose’s two-part interview with Tim Cook will be shown on PBS on Monday, September 15. Clips of the interview can also be viewed at The Charlie Rose Show YouTube channel.
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