Tim Cook: Apple is ‘Closer Than Ever’ to a New Product Category

Apple

Tim Cook, Apple’s chief executive, said its strong fiscal second-quarter might silence chatter that the company is in decline. He paused before adding: “Maybe it will take some new products.” Cook knows that’s the biggest question hanging over the company: whether it can repeat the innovative success with a new product category – as it did with the iPhone in 2007 and iPad in 2010. He has promised that Apple will break into new product categories this year, but so far has revealed nothing. In an interview with The Wall Street Journal, Cook said Apple is hard at work but it will not rush: “You want to take the time to get it right. Our objective has never been to be first. It’s to be the best. To do things really well, it takes time. You can see a lot of products that have been brought to market where the thinking isn’t really deep and, as a consequence, these things don’t do very well.”

Read the full story at The Wall Street Journal’s Bits Blog.

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