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Apple CEO Talks Samsung Battle, Tablets, Wireless Ambitions

By - Source: Bloomberg | B 45 comments

Tim Cook carries out first major interview since becoming CEO.

As the two rivals meet in court to discuss Apple's $1 billion+ court case win against Samsung in August, the Apple CEO has, in his first major interview since becoming head honcho, discussed the relationship between both technology giants, the tablet market, as well as the firm's vision for the integration of wireless components into its products.

Cook firstly discussed the situation surrounding the departure of iOS' chief Scott Forstall and retail head John Browett. The former, who won't leave his position for good until 2013, was allegedly sacked due to not signing an apology to iOS users regarding 'Mapplegate', ultimately leading to Cook issuing an apology.

The move was intended to take Apple where it needs to go, Cook told Bloomberg. "The key in the change that you're referencing is my deep belief that collaboration is essential for innovation - and I didn't just start believing that."

"So the changes - it's not a matter of going from no collaboration to collaboration. We have an enormous level of collaboration in Apple, but it's a matter of taking it to another level."

Cook's Q&A also saw the CEO discussing Apple's wireless plans, which is a goal it can't apparently meet without the participation of new Senior Vice President of Technologies Bob Mansfield, who initially wanted to retire from his post until Cook offered a $2 million monthly pay package.

"We've got some really cool ideas, some very ambitious plans in this area," Cook revealed. "And so it places him leading all of that."

Samsung is one of Apple's most crucial suppliers as it's the only firm who can meet production demands within a given timeframe, but it's also the iPhone maker's fierce competitor with the two locked in over 10 patent disputes over the globe. That relationship is uncomfortable, Cook stressed.

"Life is a complex thing somethings, and yes, it's awkward," he acknowledged. "It is awkward. I hate litigation. I absolutely hate it."

Why would Apple continue its business relationship with Samsung, then? "For us, this is about values. What we would like, in a perfect world, is for everyone to invent their own stuff. We love competition. But we want people to have their own ideas and invent their own stuff. So after lots of trying, we felt we had no other choice."

Cook was also directly asked about what sets Apple's tablet strategy apart from Samsung and Microsoft's. "Again, if you look at our North Star, we're focused on making the best products, so ours is very product-centric," he said. "We're also marrying hardware, software and services.

"If you think about Android, it's more like the Windows PC model. The operating system comes from company A. Company B is doing some integration work, and maybe the services come from yet somewhere else. I think we know the kind of customer experience that produces."

Cook has tested Microsoft's Surface, an unspecified Galaxy device and other non-iOS products, with his experience not being the best. "[Some] of these are confusing, multiple OSs with multiple UIs.They steer away from simplicity. We think the customer wants all the clutter removed."

So what does Apple offer to deliver a more compelling experience than its competitors' tablets? Tablet-optimized apps is one reason, he noted, with the company boasting over 250,000 apps designed specifically for the iPad. He also referred to its strategy of staying away from netbooks, which were "flimsy products with crappy, cramped keyboards."


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Top Comments
  • 28 Hide
    cloakster , December 9, 2012 6:49 PM
    "It is awkward. I hate litigation. I absolutely hate it."

    Then why not stop all these stupid lawsuits. What a bunch of BS.
  • 28 Hide
    amk-aka-Phantom , December 9, 2012 6:21 PM
    Here's what I think about this...

    Quote:
    He also referred to its strategy of staying away from netbooks, which were "flimsy products with crappy, cramped keyboards."


    He got one thing right. Ultrabooks and tablets ultimately destroy the need for netbooks.

    Quote:
    "If you think about Android, it's more like the Windows PC model. The operating system comes from company A. Company B is doing some integration work, and maybe the services come from yet somewhere else. I think we know the kind of customer experience that produces."


    Thank God for this "Windows PC model". I get to choose what I want. I might like the OS but not the hardware it comes with or vice versa... so I get to choose both. Screw you for thinking that's bad, Cook.

    Quote:
    But we want people to have their own ideas and invent their own stuff.


    You can't limit making something to just one company. What was Samsung supposed to do when tablets became popular, try to convince people to buy TVs or pressure cookers instead? Besides, Apple likes to jump on an idea, market it to the point where everyone buys it and then claim inventing it and trying to forbid everyone else from doing it.

    Quote:
    "So the changes - it's not a matter of going from no collaboration to collaboration. We have an enormous level of collaboration in Apple, but it's a matter of taking it to another level."


    I'm amazed at how it's possible to deliver no meaning whatsoever with two seemingly coherent and grammatically correct sentences.
  • 27 Hide
    tolham , December 9, 2012 7:04 PM
    --"It is awkward. I hate litigation. I absolutely hate it."
    then stop suing everyone.


    --If you think about Android..... I think we know the kind of customer experience that produces.
    yeah, the kind that outsells yours. lol.
Other Comments
    Display all 45 comments.
  • 28 Hide
    amk-aka-Phantom , December 9, 2012 6:21 PM
    Here's what I think about this...

    Quote:
    He also referred to its strategy of staying away from netbooks, which were "flimsy products with crappy, cramped keyboards."


    He got one thing right. Ultrabooks and tablets ultimately destroy the need for netbooks.

    Quote:
    "If you think about Android, it's more like the Windows PC model. The operating system comes from company A. Company B is doing some integration work, and maybe the services come from yet somewhere else. I think we know the kind of customer experience that produces."


    Thank God for this "Windows PC model". I get to choose what I want. I might like the OS but not the hardware it comes with or vice versa... so I get to choose both. Screw you for thinking that's bad, Cook.

    Quote:
    But we want people to have their own ideas and invent their own stuff.


    You can't limit making something to just one company. What was Samsung supposed to do when tablets became popular, try to convince people to buy TVs or pressure cookers instead? Besides, Apple likes to jump on an idea, market it to the point where everyone buys it and then claim inventing it and trying to forbid everyone else from doing it.

    Quote:
    "So the changes - it's not a matter of going from no collaboration to collaboration. We have an enormous level of collaboration in Apple, but it's a matter of taking it to another level."


    I'm amazed at how it's possible to deliver no meaning whatsoever with two seemingly coherent and grammatically correct sentences.
  • 28 Hide
    cloakster , December 9, 2012 6:49 PM
    "It is awkward. I hate litigation. I absolutely hate it."

    Then why not stop all these stupid lawsuits. What a bunch of BS.
  • 1 Hide
    Gundam288 , December 9, 2012 7:03 PM
    cloakster"It is awkward. I hate litigation. I absolutely hate it."Then why not stop all these stupid lawsuits. What a bunch of BS.

    Leftovers of Steve Jobs maybe?

    You have to remember that lawsuits take a LOT of time.
  • 27 Hide
    tolham , December 9, 2012 7:04 PM
    --"It is awkward. I hate litigation. I absolutely hate it."
    then stop suing everyone.


    --If you think about Android..... I think we know the kind of customer experience that produces.
    yeah, the kind that outsells yours. lol.
  • -8 Hide
    halcyon , December 9, 2012 7:12 PM
    Its a problem. If they just stop all the litigation (even if Cook really would like to) that may be seen as "We don't care anymore." and set a precedent they don't want to set.
  • 8 Hide
    fleeb , December 9, 2012 7:13 PM
    Quote:
    tablet-optimized apps is one reason, he noted


    These apps are not optimized for a tablet that is less than 10 inches in size since 10 inches should be the minimum, as SJ have said. So why the iPad mini?
  • 16 Hide
    hoofhearted , December 9, 2012 7:14 PM
    Apple CEO hate litigation ... LOL ... and the pope hates religion.
  • 12 Hide
    Kami3k , December 9, 2012 7:16 PM
    halcyonAndroid needs iOS and vice versa. The I think they both play off one another, yet are unique enough to market to different. populations. I don't understand why Apple thinks they can't coexist. I guess that's human nature.


    LOL, Android stopped needing iOS a long time ago. iOS is still behind in features that Android has had for years.
  • 14 Hide
    Kami3k , December 9, 2012 7:17 PM
    Gundam288Leftovers of Steve Jobs maybe?You have to remember that lawsuits take a LOT of time.


    And? It doesn't take " a LOT of time" to end them.

    Drop the case, not hard to do. The fact they don't is proof his words are typical PR double speak.
  • 12 Hide
    bigpoppastuke , December 9, 2012 8:51 PM
    Interesting.

    "Collaboration is essential for innovation"

    Then he goes on to say, "The operating system comes from company A. Company B is doing some integration work, and maybe the services come from yet somewhere else."

    Are you trying to imply that Apple is no longer innovative because they won't collaborate and integrate with other companies?
  • 7 Hide
    joytech22 , December 9, 2012 8:53 PM
    sacreAfter seeing a picture of the Galaxy phone right beside the iphone, I don't entirely blame them for sueing. The Galaxy phone is a direct replica. Square homescreen buttons, a bottom bar, even the model of the phone is the same...I mean holy shit its just a direct exact ripoff. If you created the first device to have this look which turned out to be a highly loved look, back in 2007.. then your rival does the EXACT same thing to take customers.. you'd be pissed too.Samsung is just being the "China" to Apple products - copying the same design but calling it samsung instead of apple.Makes ya wonder. Why couldn't they just put their heads together and create a different menu? instead of saying "If it works for apple, we'll do it"... jee man.


    1. The home button is rectangle
    2. Bottom bar? wtf are you talking about, unless you mean capacitive buttons that are NOT on the iPhone
    3. Samsung has been using similar naming schemes with its other feature phones too

  • 15 Hide
    gurboura , December 9, 2012 9:22 PM
    ericburnbyWhat about all the features iOS has that Android lacks? If you can't name several major features than you have no business making your original statement since you clearly know nothing about iOS.

    Touch-to-Share, better NFC & Google Wallet, Flash support, ability to set default apps, alternate keyboards, better app updates. Just to mention a few.
  • 16 Hide
    fyend , December 9, 2012 9:30 PM
    Tim Crook bs'ing as usual.
  • 9 Hide
    house70 , December 9, 2012 10:03 PM
    "[Some] of these are confusing, multiple OSs with multiple UIs"

    Yeah, Timmy, but at the same time on the same device. You're really twisting it here to make it sound more complicated than it is. One person only uses one device with one OS (you don't use 2 different phones at the same time, and if you do, you shouldn't really complain about the multitude of OSes).
    "Cook offered a $2 million monthly pay package"
    That's really obscene, it only means the dude really wanted to get out until he was made an offer he couldn't refuse. Still, remains obscene. I wouldn't brag about it.

    "It is awkward. I hate litigation. I absolutely hate it."
    Hey, I got a novel idea: STOP DOING IT!
    "If you think about Android, it's more like the Windows PC model"
    He only got that right, although for the wrong reasons: Android is infinitely customizable, just like one's PC.
  • 17 Hide
    TunaSoda , December 9, 2012 10:19 PM
    In my opinion Samsung should ignore Apple completely and walk all over them with technology...
  • 20 Hide
    rantoc , December 9, 2012 11:21 PM
    otacon72That's why Samsung just lost a billion dollarsfor copying Apple ideas..lol


    You mean Samsung lost in the US during some very shady court sessions while remarkably most other courts had Apple thrown out. Even more funny is that the patents didn't involve real technology but rather generic design patents. So TunaSoda is right you know - Apple only glue others existing techs together in a shiny case with a walled in software echo system and then sells it for a premium to the tech impaired.
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