Apple COO Tim Cook on iPad, Apple TV and More
Apple’s chief operating officer Tim Cook participated in a Q&A session in San Francisco on Tuesday and provided a number of interesting comments on a wide array of topics.MacRumors is reporting on the session with Apple COO Tim Cook, which took place at the Goldman Sachs Technology & Internet Conference in San Francisco on Tuesday. His comments provide some insight into where Apple stands at the moment and in the near future.
On the subject of the iPad, he called AT&T’s data pricing for the device “revolutionary” and said that sales will expand to Best Buy’s “store within a store” and not just the Apple direct channels. He also pointed out that Apple’s custom processor for the iPad isn’t really such a new thing, since the company was heavily involved in developing its own silicon back in the PowerPC days. But he did note, “we want to make the world’s best products. By doing it ourselves, we were putting ourselves in the best position to do so.”
Cook was also queried on the Apple TV, which hasn’t been shown a lot of love by the company in recent years and was even rumored to be on its deathbed last year. “It’s still a hobby,” Cook confessed, “but our gut tells us there’s something there. The go-to-market model is difficult, and we have no interest in being in the TV market. But we have continued to invest in the Apple TV and will keep doing so.”
When asked about the advantages and disadvantages of an exclusive relationship with a company like AT&T, Cook replied, “Simplicity, and the ability to work with the carrier on new features such as visual voicemail on the original iPhone. In Apple’s top ten iPhone countries last year, five were single-carrier countries. In every single country, our units increased significantly. We look at things on a country-by-country basis.”
Finally, on the subject of Apple itself, Cook boasted, “People are our number one asset, and the executive team spends a lot of time thinking about recruiting and retaining great talent. We’ve said no to a lot of good products, great products even, in order to remain focused. Focus on people and ensure that it’s a small list of things to work on. That’s the magic behind us.”
(Image courtesy of MacRumors)
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Unorthodox
February 24, 2010 at 11:54pm
I read the the reviews big time before I bought the ATV. Mostly people said that t was great for music and bad for movies. Luckily I really wanted it for the amazing music interface, and it's definitely delivered on that. I can flip through my music and see the art just like I'm looking through a record collection, even better. Then blast the crap out of it through the Bose system. Definitely does not suck.
But for movies, yeah, they really just want to bang you for $$, duh. Moving forward, I dont think people are going to be that lame when you can pop over to redbox at the grocery store and rent em for $1, and not WAIT for a download. Hopefully they compromise and make it more flexible. I cannot for the life of me see how ATV could fail if they made proper adjustments. The whole computer merging with your home entertainment possibility is MASSIVE, and with apple's beautiful "years ahead" user interface, it has the potential to be so good!!....WHY DO THEY HAVE TO MAKE THIS SO HARD???
SpaceTrucker
February 24, 2010 at 5:42pm
Still waiting for an AppleTV that will allow to play games on it, real games not some joke of a game a la Wii style, and do real HD not some half-arsed version of it. Until that happens, it's only ever going to be a hobby of a joke. They should have long time ago opened it up more than they have, allowing for other codecs used and for viewing content from the likes of Hulu, FOX, YouTube, etc. For that matter convince the studios to put their content on a stick, (USB/Firewire Stick) and be able to view/copy them from there in all their HD glory uncut and un-edited. IF people are hacking it to do what they want it to do, then give them those options from the git-go and get over themselves, at least a good selection of those options anyways, as in the top 10-20 features that people are putting onto the device. If not with full Apple support then leaving it up to developers to develop for it, like they do the iPod Touch/iPhone now and soon the iPad.
anthonyjstewart
February 24, 2010 at 4:33pm
To call the Apple TV a hobby is insulting to all of those people who have bought it including me. The ATV has massive potential but I just sold mine on ebay as I was sick and tired of the software updates crippling my box. It continually wiped my ATV and then finally wouldn't synch at all after 3.0.1. I am sorry but as a recently converted PC to Mac user I expected a lot better. When it works it's wonderful but I am left with a box that plays back limited CODECS which of course forces me to buy Apple content, NOT.Apples pricing for TV shows that I can watch for Free on Hulu or on the TV companies own web site is obscene. $2-$3 for a TV show that was on TV last night? What planet are they on. Itneeds to be a price I wont blink at like 50 cents or at the most 99c. I enjoyed the HD Video download Pay per view feature for new movies I have to say but now it's gone. I loved my Apple TV but became frustrated at having to spend hours converting my existing video content to an apple format. In the end I just said life is too short and sold the damn thing. I will try out a Western Digital TV next, Apple just lost my business there. Plus my Blu Ray DVD player allows me to connect to my netflix account my NAS drive and plays ALL my video content whatever format it is. Also I can rent new movies. So why would anyone bother with the ATV now especially with the mess that was the 3.0.1 update.
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