Ondrej Holzman For the second time, Apple CEO Tim Cook sat in the hot red chair at the D11 conference held in Rancho Palos Verdes, California. Experienced journalists Walt Mossberg and Kara Swisher interviewed him for almost an hour and a half and learned some interesting information from the successor of Steve Jobs...
They talked about the current state of Apple, the leadership changes that catapulted Jony Ive into a key role, possible new Apple products, and why Apple isn't making multiple versions of the iPhone, but that it might in the future.
How is Apple doing?
Tim Cook had a clear answer to the question of whether the perception of Apple could change with regard to the decline of revolutionary ideas, the drop in share prices or increasing pressure from competitors. "Absolutely no," Cook said resolutely.
[do action=”citation”]We still have some truly revolutionary products in us.[/do]
“Apple is a company that makes products, so we think about products. We've always had competition to focus on, but we're most focused on making the best products. We always come back to it. We want to make the best phone, the best tablet, the best computer. I think that's what we're doing," explained Cook to the editorial duo and those present in the hall, which was sold out long in advance.
Cook doesn't see the stock's decline as a major problem, though he admitted it's frustrating. "If we create great products that enrich people's lives, then other things will happen." commented on the possible movement of the curve on the Cook stock chart, recalling the beginning of the millennium and the end of the 90s. There, too, stocks were experiencing similar scenarios.
"We still have some truly revolutionary products in the pipeline," Cook said confidently when asked by Mossberg if Apple is still the company that can bring a game-changing device to market.
Key Jony Ive and leadership changes
Even this time, the ice was not particularly broken and Tim Cook did not start talking about the products that Apple plans to introduce. However, he shared some interesting insights and information. He confirmed that new versions of iOS and OS X should be introduced at the upcoming WWDC conference, and that recent changes in the company's top management have meant that they can focus more on the interoperability of hardware, software and services at Apple. Jony Ive plays a key role in all of this.
“Yes, Jony is indeed the key man. We realized that for many years he has been a strong advocate for how Apple products look and are perceived, and that he could do the same for our software." said Cook of the company's "absolutely amazing" lead designer.
As expected, Kara Swisher then ran into major changes in Apple's innermost leadership that took place last year and which also caused Jony Ive's position to change. "I don't want to talk about those who are no longer here. But it was all about bringing all the groups closer together so we could spend more time finding the perfect fit. After seven months I can say that I think it has been an amazing change. Craig (Federighi) manages iOS and OS X, which is great. Eddy (Cue) focuses on service, which is also excellent.”
Watches, glasses...
Of course, the conversation could not but turn to new and innovative products such as Google Glass or watches that Apple is allegedly working on. "It's an area that deserves to be explored," said Cook on the subject of "wearable" technology. “They deserve to get excited about things like this. A lot of companies will be playing on that sandbox.”
[do action=”quote”]I haven't seen anything great yet.[/do]
Cook said the iPhone pushed Apple forward very quickly, and tablets accelerated the California-based company's development even more, but he later noted that his company still has room for growth. “I see wearable technology as very important. I think we'll be hearing a lot more about her.”
But Cook was not specific, there was not a word about Apple's plans. At least the executive praised Nike, who he says has done a great job with the Fuelband, which is why Cook uses it as well. “There's a huge amount of gadgets out there, but I mean, I haven't seen anything cool yet that can do more than one thing. I haven't seen anything to convince kids who haven't worn glasses or watches or anything else to start wearing them." opines Cook, who wears glasses himself, but admits: "I wear glasses because I have to. I don't know too many people who wear them without having to.'
Even Google's Glass did not excite Cook too much. "I can see some positives in them and they will probably catch on in some markets, but I can't imagine them catching on with the general public," stated Cook, adding: “In order to convince people to wear something, your product has to be incredible. If we asked a group of 20-year-olds which of them wears a watch, I don't think anyone would come forward.''
More iPhones?
"It takes a lot of effort to make a good phone," Cook responded to Mossberg's question about why Apple doesn't have multiple iPhone models in its portfolio, similar to other products where customers can choose according to their needs. While Cook agreed with Mossberg that people are increasingly interested in larger displays, he added that they also come at a cost. “People look at size. But are they also looking to see if their photos have the right colors? Do they monitor white balance, reflectivity, battery life?'
[do action=”citation”]Are we at a point where the need for people is such that we have to go for it (multiple versions of the iPhone)?[/do]
Apple doesn't work now to come up with several versions, but instead to consider all options and finally create one iPhone that will be the best possible compromise. “Users want us to consider everything and then come up with a decision. At this point, we thought the Retina display we offered was clearly the best.”
Nevertheless, Cook did not close the door for a possible "second" iPhone. "The point is that all these products (iPods) served different users, different purposes and different needs," debated Cook with Mossberg about why there are more iPods and only one iPhone. "It's a question on the phone. Are we at a point where the need for people is such that we have to go for it?” So Cook did not categorically reject a possible iPhone with other functions and price. "We haven't done it yet, but that doesn't mean it won't happen in the future."
Apple TV. Again
The TV that Apple could come up with has been talked about for several years. For now, however, it remains only speculation, and Apple continues to be quite successful in selling its Apple TV, which is not a television in the true sense of the word. However, Cook keeps saying that Cupertino is actively interested in this segment.
[do action=”citation”]We have a big vision for television.[/do]
“A large number of users have fallen in love with Apple TV. There's a lot to take away from this, and many at Apple agree that the TV industry could do with improvement. I don't want to go into details, but we have a big vision for television." revealed Cook, adding that he has nothing to show users now, but that Apple is interested in this topic.
"Thanks to Apple TV, we have more knowledge about the TV segment. The popularity of Apple TV is much greater than we expected because we do not promote this product as much as others. It's encouraging,” reminded Cook that Apple TV is still just a "hobby" for Apple. "The current television experience is not what many people would expect. It's not what you'd expect these days. It's more about an experience from ten to twenty years ago."
Apple will open up more to developers
In a long interview, Tim Cook was forced to admit that Apple's software is much more closed compared to the competition, but at the same time said that this could change. "In terms of opening up the API, I think you'll see more openness from us in the future, but certainly not to the extent that we risk a bad user experience," Cook revealed that Apple will always defend some parts of its system.
[do action=”quote”]If we thought porting apps to Android made sense for us, we would do it.[/do]
Walt Mossberg mentioned the new Facebook Home in this context. It was speculated that Facebook first approached Apple with its new interface, but Apple refused to cooperate. Tim Cook did not confirm this claim, but he admitted that some users want to have more customization options in iOS than Android offers, for example. “I think customers pay us to make decisions for them. I've seen some of those screens with different settings and I don't think it should be what users want." Cook stated. "If some want it? Oh yes."
When Cook was then asked directly whether Apple would allow third parties to add additional features to iOS devices, Cook confirmed that yes. However, if some were fond of, for example, Chat Heads from the mentioned Facebook Home, they will not see them in iOS. "There's always more that companies can do together, but I don't think this is the thing." Cook replied.
Gallery
According to Cook, it's the same philosophy that Apple espouses everywhere else. “You can take that philosophy and apply it to everything we do: if it makes sense, we'll do it. We have no 'religious' problem with it." However, there was still the question of whether Apple would allow iCloud to be used on Android as well. "It doesn't make sense today. But will it be like this forever? Who knows."
I would like only one thing from Apple. Introduce iMessage for Windows. Because when you have to use it at work, you can forget about texting with loved ones via iMessage. Which then leads to the search for some other communication alternative and it's not convenient... One simply cannot use iMessage for all communication and split messages between multiple messengers :-/
And what about FaceTime? ;-)
What I would welcome in the new OS X is the double tap feature on the top black bar in iOS that takes you back to the beginning of the text. Some websites have a software button, but for example in a long email or in the inbox I search and then I have to scroll back to the beginning. Maybe there is a keyboard shortcut, but why take your hand off the mouse :)
BetterTouchTool, I have three finger up and down gesture set up which works as Home and End. ;)
Exactly, I have the same thing, no problems at all...
As for the division of iPhones into more categories than there were iPods... well, it's like with cars... research has shown that people care more about the color of the car than about air pollution - that is, they are only interested in the dull exterior and cough on the inside of the car (I don't mean the interior ) … even the iPhone is the same.. people are only interested in the outside - they want a huge display, they want a small display, they want a keyboard, etc. But what is inside does not interest them...
I would wish that another competitor could be put into the iPhone. Imagine an iPhone with Windows. Bomb. Hopefully apple macintosh will allow it someday.
It reminded me of the question for Radio Yerevan: "Is it possible to build socialism in Switzerland?" - "yes, but why?" ;-)
Good Job Ondrej!