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Apple CEO hints at future

Cook talks tech

Tim Cook has appeared at the annual All Things Digital D11 Conference in California, hinting at Apple’s future direction and current problems in a revealing interview.

Probed by conference hosts Walt Mossberg and Kara Swisher yesterday, the Apple CEO began by discussing unit sales and rival manufacturers. Despite fierce competition, the tech giant continues to boast a huge market share and impressive customer satisfaction stats, with Cook claiming Apple makes “the best phone, the best tablet, the best PC”.

Looking to the future, Cook made some intriguing statements sure to excite Apple fans. With iOS7 due to be unveiled at the Worldwide Developers Conference in June 2013, Cook revealed design innovator Jony Ive was “key” in its development. As for future products, the CEO commented:

“We have some incredible plans that we have been working on for a while. The culture is all still there, and many of the people are still there. We have several more game changers in us.”

However, when pushed to go into detail, Cook remained secretive. He said TV was “an area of incredible interest”, while large-screen phones were described as coming with “tradeoffs” and therefore not a likely direction at this time. Discussing wearable tech, Cook questioned the broad market appeal of Google Glass, but teased with the speculation that “the wrist is interesting”. An Apple smart watch has previously been rumoured to be in development, with some strong clues emerging in recent months.

No gimmicks

The interview also delved into the sensitive area of taxes. Cook was recently asked to testify before Congress on the company’s complex tax system, which is alleged to have saved Apple tens of billions of dollars. In yesterday’s interview he stated “we don’t use tax gimmicks […] we pay more taxes than anybody”. Furthermore, Cook is “worried” a crackdown on taxation could cause companies like Apple to shift even more of their development overseas.

Kleon West, business development director at theEword, commented: “It’s interesting to see Tim Cook volunteer for what was bound to be a revealing interview – but as we might have expected, we didn’t get much information on new products. Apple advocates and shareholders must be reassured that the CEO is so confident in the company and its future direction.”

Written by Rachel Hand

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