Exclusive interview: The Apple boss has two missions – taking on the office PC with his new devices and keeping his customers safe from cyber criminals
Sourced through Scoop.it from: www.telegraph.co.uk
I think if you’re looking at a PC, why would you buy a PC anymore? No really, why would you buy one?”, asks Tim Cook, Apple’s chief executive, who has just flown into Britain for the launch of the iPad Pro. Cook, whose spotless tailored suit and red poppy belies the fact that he spent the night in a plane, is clearly in ebullient mood. Wall Street and the City are obsessed with the iPhone, the company’s dominant product, but Apple appears quietly confident that its new tablet and TV device are going to help power the company’s continuing growth. “Yes, the iPad Pro is a replacement for a notebook or a desktop for many, many people. They will start using it and conclude they no longer need to use anything else, other than their phones,” Cook argues in his distinctly Southern accent (he was born in Alabama). He highlights two other markets for his 12.9 inch devices, which go on sale online on Wednesday. The first are creatives: “if you sketch then it’s unbelievable..you don’t want to use a pad anymore,” Cook says. The second is music and movie consumers: the sound system and speakers are so powerful that the iPad appears to pulsate in one’s hands when one plays a video. Some consumers use the iPad mini to read in bed, he says, finding it more relaxing than using a phone and the busyness that goes with it. That won’t change, he believes. “But I think it clearly created some cannibalisation – which we knew would occur – but we don’t really spend any time worrying about that, because as long as we cannibalise [ourselves], it’s fine,” Cook laughs. The other real excitement – apart from the iPad – lies with the new Apple TV, which has just been launched. You can talk to it, and search for your favourite programme. Early sales are exceptional, he intimates: “We got out of the shoot extremely strong; very strong in the first few days.” A key gauge of the success for such products is the number of apps being developed; Cook says that “it’s much larger than we would have predicted.” He also says that the apps being developed envisage a much wider variety of activities being conducted via the TV, which is another good sign as to the device’s future success and “will really change the living room entirely”. The apps already on offer include games, of course, but also property, home rentals, yoga and health.