Apple CEO Tim Cook said that the company will continue to innovate and has more game-changing products ahead. Today in a keynote conversation at the D11 Conference, Cook said the same people who brought you the iPhone, iPad, iPod, and maybe even the Mac will have new products coming soon.
Two weeks ahead of Apple’s own Worldwide Developers Conference, speculation has grown about new hardware that could be released at the conference, as well as updates to Apple’s mobile and tablet developer platform with the upcoming release of iOS 7.
“Many people now say that innovation means a new category,” Tim Cook said. “Yes, we’re still a company that’s going to do that… We have some incredible plans that we’ve been working on for a while.”
When pressed on the future of TV, Cook declined to talk about any future products, but he said that there’s a big opportunity to offer a more compelling experience there. Apple has now sold more than 13 million Apple TV devices, about half of which during the past year. But there’s still more that can be done, according to Cook.
“When you look at the TV experience, it’s not an experience that people love,” Cook said. “It’s not an experience that’s been brought up to date for this decade.”
What about wearables?
Cook said he thinks it’s going to be difficult for something like Google Glass to take off. He also said that, while he wears a Nike FuelBand, there’s nothing really out there that is compelling from a wearable perspective that does more than one thing well.
“I would say that the [wearable devices] that are doing more than one thing, there’s nothing great out there,” Cook said. And as a result, “There’s nothing that’s convinced a kid that doesn’t wear glasses, or a band, or a watch, to do so… It’s an area that’s ripe for exploration.”
At the same time, there are questions about whether or not Apple has lost its mojo, especially as competition from companies like Samsung is growing. Cook defended Apple’s place in the world, saying that the company has always faced formidable competition, but tries to make the best products in each category.
He said that the Mac, iPhone, and iPad, consistently have the highest customer satisfaction rating in all of those categories. It might not sell the most in each device category, but it always has the devices that people use the most, he said. He gave examples both in the amount of web traffic that comes from iOS devices, as well as the amount of commerce that happens on its platforms.
“For us, winning has never been about making the most” of a product, Cook said. “What the numbers suggest is that people are using our products more.”