Apple has long-term plan, is working on products 'way out in the 2020s'

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Following up on a "Most Innovative Company" award, business magazine Fast Company on Wednesday published a wide-ranging interview with Apple CEO Tim Cook, covering topics like the stock market, long-term plans, and the importance of Apple Music to the bottom line.




The stock market has "little to no effect" on Apple's propensity for innovation, though the company is an outlier, Cook claimed.

"More generally, if you look at America, the 90-day clock [quarterly results] is a negative," he expanded. "Why would you ever measure a business on 90 days when its investments are long term?"

Along those lines, Cook denied that Apple follows other companies with products like the HomePod. The device is Apple's first smartspeaker, but shipped just this month, years after the entry of Amazon and Google into the market.

"What's happening if you look under the sheets, which we probably don't let people do, is that we start projects years before they come out," Cook said. "You could take every one of our products -- iPod, iPhone, iPad, Apple Watch -- they weren't the first, but they were the first modern one, right?

"In each case, if you look at when we started, I would guess that we started much before other people did, but we took our time to get it right. Because we don't believe in using our customers as a laboratory. What we have that I think is unique is patience. We have patience to wait until something is great before we ship it."

The CEO noted that Apple's "forcing function" is its chip requirements, which mean that development often starts three or more years before a product hits the market.

"So we've got things that we're working on now that are way out in the 2020s," he commented, while noting that Apple leave some room where possible to enhance a product even in the months before it ships. Few of Apple's 2020-era plans have been rumored, the main examples being an AR headset and a self-driving car platform.

On Apple Music, Cook argued that his company is "not in it for the money" in response to the idea that it could become a stand-alone profit source, rather than an indirect means of locking people into Apple platforms.

"I think it's important for artists," he said. "If we're going to continue to have a great creative community, [artists] have to be funded."

Asked about what Apple could expand into in the future, given the march of technology and society, Cook said that Apple won't be distracted by what doesn't matter.

"The priorities are about saying no to a bunch of great ideas. We can do more things than we used to do because we're a bit bigger. But in the scheme of things versus our revenue, we're doing very few things," said Cook. "I mean, you could put every product we're making on this table, to put it in perspective. I doubt anybody that is anywhere near our revenue could say that."
cornchipMacPrololliver
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Comments

  • Reply 1 of 73
    BebeBebe Posts: 64member
    This is not really surprising, is it?  Anyone remembers the move from PowerPC to Intel based processor?
    edited February 21
  • Reply 2 of 73
    It's good to know that. I'm sure they're working on a system to dock your phone and use it as a PC, among other things. I hope they say "yes" to that, it's the natural progression of things. So, there is good and BS in what he's saying. Take time to get it right, even if you're not the first. Good. We're not using our customers are a laboratory: BS. Siri came out as beta, when it first came out. Something else: iPhone X, they made the decision to come out with it while it was still planned for 2018, not 2017, in their own admission. It does feel like almost a beta, or a "concept" phone, like they have "concept cars" at car shows. So, that being said, can't wait for all the pent up updates about to come out, especially for Mac (mini, Pro) and iPad.
    muthuk_vanalingamcaladanianargonaut
  • Reply 3 of 73
    How bout making Siri work properly. 
    muthuk_vanalingamking editor the gratecroprfrankieJWSCrepressthiscaladanianpatchythepirateadm1argonaut
  • Reply 4 of 73
    I get what he's saying but hate that he feels the need to virtue signal to socialists in society by saying Apple isn't in it for the money. Apple only could have flourished in a pro-business country without the government dictating all its choices. They should be proud of their products and profits because they can bring us NEW wonderful products, employing 100's of thousands of people with good wages and support 100's of thousands of people & businesses who are effected by their ecosystem.
    SpamSandwichtallest skil
  • Reply 5 of 73
    lkrupplkrupp Posts: 6,091member
    spice-boy said:
    How bout making Siri work properly. 
    Last night in my home office. “Alexa, turn off the porch light.” (Echo lights flickering, ten seconds go by) “I’m sorry, the porch light is not responding.” “Hey Siri, turn off the porch light.” Light goes out. “Okay.” So you can keep your false narrative about Echo being the be-all end-all perfect digital assistant and how Siri sucks.
    Muntzspliff monkeyStrangeDaysJWSCpscooter63repressthiscaladaniancornchipMacPrommatz
  • Reply 6 of 73
    Sorry, this means little to me.  Anything passed 5 years is just guess work or nice to haves.  Things are changing too fast for anything longer to make any sense.  Apple's upping it's R&D budget and continues to make acquisitions that I hope change things a great deal.  Others are not standing still either.  I don't care about VR much, what I care about is speed and quality.  I hope there are no more "hobbies" in any of their plans.  Do it, do it right, keep it up to date until you have something else that is really better.  People get depended on products in their work flow and Apple doesn't seem to care about that. , 
    cgWerkscaladanian
  • Reply 7 of 73
    lkrupp said:
    spice-boy said:
    How bout making Siri work properly. 
    Last night in my home office. “Alexa, turn off the porch light.” (Echo lights flickering, ten seconds go by) “I’m sorry, the porch light is not responding.” “Hey Siri, turn off the porch light.” Light goes out. “Okay.” So you can keep your false narrative about Echo being the be-all end-all perfect digital assistant and how Siri sucks.
    I would never purchase an Echo, but I was watching classic boxing and asked Siri, "When did Mike Tyson fight Dominic Boyd.” It answered, "The Seahawks and the Bengals game was on October 11, 2015 at noon." I corrected my question and asked, "When did Mike Tyson fight Lorenzo Boyd.” It answered, "Which team?" and offered me Andorra World Cup Qualifiers or DSL Astros Blue.

    I don't believe there is a perfect digital assistant, but I'd like one that didn't make me laugh or curse before opening Safari to googlerize my question.
    edited February 21 gatorguyedredcornchipadm1argonaut
  • Reply 8 of 73
    sflocalsflocal Posts: 4,128member
    It's news when Apple stops investing in R&D.  This is a fluff-piece.

    canukstormcgWerkscornchip
  • Reply 9 of 73
    "And it’s that goal that drives everybody to keep working ungodly hours and trying to do the best work of our lives."

    Headline: Cook admits Apple is godless
    AirunJaemmatzargonaut
  • Reply 10 of 73
    lkrupp said:
    spice-boy said:
    How bout making Siri work properly. 
    Last night in my home office. “Alexa, turn off the porch light.” (Echo lights flickering, ten seconds go by) “I’m sorry, the porch light is not responding.” “Hey Siri, turn off the porch light.” Light goes out. “Okay.” So you can keep your false narrative about Echo being the be-all end-all perfect digital assistant and how Siri sucks.
    Far more evidence everywhere that Siri is behind and lacking than Alexa or Google Assistant. Practically everyone including Apple lovers say Siri isn’t as good. 
    king editor the gratepatchythepirateadm1
  • Reply 11 of 73
    lkrupplkrupp Posts: 6,091member
    lkrupp said:
    spice-boy said:
    How bout making Siri work properly. 
    Last night in my home office. “Alexa, turn off the porch light.” (Echo lights flickering, ten seconds go by) “I’m sorry, the porch light is not responding.” “Hey Siri, turn off the porch light.” Light goes out. “Okay.” So you can keep your false narrative about Echo being the be-all end-all perfect digital assistant and how Siri sucks.
    I would never purchase an Echo, but I was watching classic boxing and asked Siri, "When did Mike Tyson fight Dominic Boyd. It answered, "The Seahawks and the Bengals game was on October 11, 2015 at noon." I corrected my question and asked, "When did Mike Tyson fight Lorenzo Boyd. It answered, "Which team?" and offered me Andorra World Cup Qualifiers or DSL Astros Blue.

    I don't believe there is a perfect digital assistant, but I'd like one that didn't make me laugh or curse before opening Safari to googlerize my question.
    I just asked Alexa your question word for word. Alexa’s response? “I’m not sure.” I have an Echo Dot and my iPhone sitting on its charger next to each other and I’m here to tell you that they’re not that far apart AI wise.
    edited February 21 king editor the grateMuntzStrangeDayslolliver
  • Reply 12 of 73
    I get what he's saying but hate that he feels the need to virtue signal to socialists in society by saying Apple isn't in it for the money. Apple only could have flourished in a pro-business country without the government dictating all its choices. They should be proud of their products and profits because they can bring us NEW wonderful products, employing 100's of thousands of people with good wages and support 100's of thousands of people & businesses who are effected by their ecosystem.
    What a strange comment.

    Firstly many of the companies Apple employs overseas are known for having terrible work conditions with low pay.
    2nd, without all the safety nets, military support, tax breaks, etc Apple probably would not be where they are.
    They, along with all multi-billion dollar American businesses have a huge advantage from our Middle class funded support and bought and paid for government.

    I do agree with you they are definitely in it for the money, which is fine, but not at the expense of people's lives or destruction of the planet. 

    AirunJaeadm1argonaut
  • Reply 13 of 73
    Rayz2016Rayz2016 Posts: 3,797member
    Bebe said:
    This is not really surprising, is it?  Anyone remembers the move from PowerPC to Intel based processor?
    I remember every single pundit, aside from Paul Thurrot, being blindsided by it. 
    cornchip
  • Reply 14 of 73
    Rayz2016Rayz2016 Posts: 3,797member

    I get what he's saying but hate that he feels the need to virtue signal to socialists in society by saying Apple isn't in it for the money. Apple only could have flourished in a pro-business country without the government dictating all its choices. They should be proud of their products and profits because they can bring us NEW wonderful products, employing 100's of thousands of people with good wages and support 100's of thousands of people & businesses who are effected by their ecosystem.
    What he said was that they weren’t doing Apple Music for the money, which is true. Apple Music is to sell more hardware. What Apple knows and Spotify has yet to learn is that streaming is a poor business proposition by itself. 

    He did not say the same thing about iPhones or iPads or Macs. 
    Muntzrandominternetpersonspliff monkeylukeicharlesgrespscooter63AirunJaeroundaboutnowbonobobcornchip
  • Reply 15 of 73
    Bebe said:
    This is not really surprising, is it?  Anyone remembers the move from PowerPC to Intel based processor?
    I do Bebe...I bought an original intel iMac (20" white) and a little later an original white intel MacBook/(iBook?).

    Thought I'd died and go to heaven b/c they were so beautiful! :)

    Good times
    king editor the grate
  • Reply 16 of 73
    Why don't other CEO's sound as lucid and thoughtful as Tim?


    MuntzStrangeDayspscooter63AirunJaecornchipMacPrololliver
  • Reply 17 of 73
    Bebe said:
    This is not really surprising, is it?  Anyone remembers the move from PowerPC to Intel based processor?
    Yes, and I also remember the move from Motorola processors to PowerPC. ;-)
    GG1cornchipargonaut
  • Reply 18 of 73
    spice-boy said:
    How bout making Siri work properly. 
    Indeed.
    patchythepirate
  • Reply 19 of 73
    zoetmbzoetmb Posts: 2,292member
    I get what he's saying but hate that he feels the need to virtue signal to socialists in society by saying Apple isn't in it for the money. Apple only could have flourished in a pro-business country without the government dictating all its choices. They should be proud of their products and profits because they can bring us NEW wonderful products, employing 100's of thousands of people with good wages and support 100's of thousands of people & businesses who are effected by their ecosystem.
    He didn't say that at all.   What he said is that Apple doesn't plan based on the stock price of the next quarter - that they're planning is more long term.   He did say that he's not in Apple Music for the money, but Apple always says that before something becomes profitable.   Meanwhile, Apple's Services division alone, of which Apple Music is a part of is large enough to be its own Fortune 500 company and is probably now slightly larger than the Macintosh business.  

    Don't try to turn everything into politics.   Socialism is where the Government owns everything.  Do you think Apple (or so-called "socialists") wants the Government to own it? Just because many people believe that capitalism doesn't work well for receiving medical care doesn't mean they want socialism for everything.    Even socialist countries have lots of capitalism.   
    edited February 21 Muntzking editor the grateStrangeDayscharlesgresAirunJaeroundaboutnowbonobobMacProargonautfeudalist
  • Reply 20 of 73
    lmaclmac Posts: 139member
    I get what he's saying but hate that he feels the need to virtue signal to socialists in society by saying Apple isn't in it for the money. Apple only could have flourished in a pro-business country without the government dictating all its choices. They should be proud of their products and profits because they can bring us NEW wonderful products, employing 100's of thousands of people with good wages and support 100's of thousands of people & businesses who are effected by their ecosystem.
    That's not what Tim was saying, but thanks for injecting politics where it wasn't needed. What he was saying is that Apple doesn't need to profit from the music service, because it profits from the hardware. As long as Apple is making money on iPods, iPhones, headphones, speakers and all the rest, the music service can be run at cost, which is something the other companies can't do.
    spliff monkeyAirunJaecornchipMacPro
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