Feeds

Tim Cook: Apple's 'closer than it's ever been' to releasing new product range

Erm, really Tim? What about the last time you released a new iThing?

Build a business case: developing custom apps

Tim Cook has claimed that Apple is "closer than it's ever been" to the release of a new product range.

Ignoring the fact that the nearest Apple was to releasing some new iStuff was, well, the last time it released some, Cook claimed exciting new things were in the offing.

Dodging questions about exactly what sort of products was set to roll out of Cupertino, he insisted that the reason fanbois hadn't been treated to brand new products was that Apple had been taking its time perfecting its top-secret technology.

He said: “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."

So why haven't we seen innovative new products for a while? Because the OCD Apple mob simply cannot push out a less-than-perfect thing... not out of laziness, you understand.

"We don’t do very many things so we spend a lot of time on every detail and that part of Apple isn’t changing," Cook continued. "It’s the way we’ve operated for years and it’s the way we still operate. I feel great about what we’ve got coming. Really great and it’s closer than it’s ever been.”

Cook then finally threw fanbois a bone... with the revelation that Apple may or may not be interested in setting up a PayPal-style payments system. Very...er, innovative. And yes, that's a wallet in his pocket.

“I think it’s a really interesting area," Cook said. "We have almost 800 million iTunes accounts and the majority of those have credit cards behind them. We already have people using Touch ID to buy things across our store, so it’s an area of interest to us. And it’s an area where nobody has figured it out yet.

"I realize that there are some companies playing in it, but you still have a wallet in your back pocket and I do too which probably means it hasn’t been figured out just yet.”

So what's happened to the "reality distortion field" in these days of Peak Apple? Suddenly reality looks about as boring as we all knew it to be. So, if you don't mind waiting, we're off for a snooze until the fruity firm decide to do something interesting again. ®

Build a business case: developing custom apps

More from The Register

next story
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Sonos AXES support for Apple's iOS4 and 5
Want to use your iThing? You can't - it's too old
You didn't get the MeMO? Asus Pad 7 Android tab is ... not bad
Really, er, stands out among cheapie 7-inchers
Apple winks at parents: C'mon, get your kid a tweaked Macbook Pro
Cheapest models given new processors, more RAM
4K video on terrestrial TV? Not if the WRC shares frequencies to mobiles
Have your say with Ofcom now, before Freeview becomes Feeview
Leaked Windows Phone 8.1 Update specs tease details of Nokia's next mobes
New screen sizes, dual SIMs, voice over LTE, and more
YES, iPhones ARE getting slower with each new release of iOS
Old hardware doesn't get any faster with new software
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Backing up Big Data
Solving backup challenges and “protect everything from everywhere,” as we move into the era of big data management and the adoption of BYOD.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.