Apple bosses interviewed: 'We're not in the junk business... new is easy, right is hard'

In an extremely rare complete interview session, the CEO Tim Cook, alongside lead designer Jony Ive, and the newly promoted software chief Craig Federighi, the who-is-who of Apple, sat down to talk shop with Bloomberg reporters.

There has been a lot coming from Apple these days, as you can see from the increase in our Cupertino-centric posts, not only because of the new iPhone 5s and 5c, but also because of the genuine shift in strategy they represent, along with the iOS 7 overhaul. 

On iPhone 5c pricing

First things first - to dispose of the elephant in the room, Tim Cook answered on why this high price for the 5c, with the following comment: 

On Apple's stock price

Of course, analysts and pundits didn't like the price of iPhone 5c, which brought the stock down quite a bit since the announcement, but Tim Cook again reiterated Apple's never been about market share, but the experience it can offer with its gear. Granted, no matter how many iPhone 5c handsets it manages to sell, it will do so at margins that are certainly higher than even those from the iPhone 5s, so Wall Street shouldn't have been quick to jump the gun on the sell trigger, is apparently what Tim Cook is thinking about Apple's stock price: "I don’t feel euphoric on the up, and I don’t slit my wrists when it goes down. I have ridden the roller coaster too many times for that."

On true collaboration

Another tidbit comes to light from the interview - that CEO Tim Cook has bet the house on the collaboration between Jony Ive and Craig Federighi, both undoubtedly brilliant at what they do. They apparently spent a great deal of time together just to perfect the blurred background effect in iOS 7, reminding of Steve Jobs' nutty attention to detail: "I think, very often, you can’t call out by attribute or name areas of value,” says Jone Ive about what people need and notice when using a gadget. “But I do think that we sense when somebody has cared. And one thing that is incontrovertible is how much we’ve cared.”

Jony Ive also added this little nugget about collaboration: “Successful collaboration, in your mind, could be that your opinion is the most valuable and becomes the prevailing sort of direction. That’s not collaborating.” Geez, we wonder who he might be referring to here.

On innovation

As for that whole notion that Apple has stopped innovating, while Samsung and the rest of the Android gang, plus Nokia's Lumias, are setting the pace in that respect, both had something to say that reveals once again Apple's different philosophy on the matter. Jony Ive chimed in, saying that they don't just add new stuff for the sake of a long feature list: "there are so many problems that had to be solved to enable one big idea,” he said referring to the unique Touch ID fingerprint tech in the iPhone 5s home button. “We didn’t start opportunistically with 10 bits of technology that we could try to find a use for to add to our features list." Again, the Apple's lead designer is mincing words a bit, but it's pretty clear which company he refers to here.

As for Mr Federighi? He's even blunter: “New? New is easy. Right is hard.” Ultimately the market will be the true judge of this strategy, and whether the iPhone 5c gamble will pay off, but do you agree in principle with the philosophy laid out by the top three Apple men here? 

source: Bloomberg



1. PhoneArenaUser

Posts: 5498; Member since: Aug 05, 2011

Excuses, excuses and again excuses...

3. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 2010

More like arrogance, arrogance, arrogance. Right is hard? Puhlease. How about hubris is easy and humble is impossible for that crew.

5. PhoneArenaUser

Posts: 5498; Member since: Aug 05, 2011

"More like arrogance, arrogance, arrogance." That's fits too.

38. NexusKoolaid

Posts: 493; Member since: Oct 24, 2011

Lol... Apple Maps. Guess right is too hard for them.

83. Chaseism

Posts: 82; Member since: May 08, 2013

I didn't see anything in that article that was anything different than what Apple has said in the past. A lot of you guys are new to the Smartphone/Consumer electronics work (aka post 2008). You guys don't seem to understand that what you call arrogance is the exact reason you aren't carrying a Blackberry or a Windows Mobile Phone (note I didn't say Windows Phone). People scoffed at Apple's "arrogance" before they released the iPhone and is only because Apple released the iPhone that you have your Android phones. You can hate on Apple all you want, but what was said here is nothing new. Apple has indeed never been about market share. I've said this for about 4 years now, but if Apple was concerned with market share in the way of being the most dominant player, they would allow manufacturers to produce phones with their OS. Same thing with their computers. Instead, Apple does it themselves. And their speech quality has always been in existence. That's why Forstall was fired for Maps. If anything Tim Cook cares more about user experience than Steve Jobs (you're holding it wrong). And what is absolutely annoying about your post is that it's people like you that screamed that Apple's OS was old and stale. Then, they fire the guy that made it old and stale and within 7 months (from his firing to when the OS was announced at WWDC) they have something new. But even when they change things in a ridiculously short amount of time...something we've all wanted... you complain about it. You prove that you aren't really here because you love technology. You're here because you want to troll Apple. Apple could create a cure for cancer and you'd sit back and complain about it.

84. JMartin22

Posts: 2372; Member since: Apr 30, 2013

You're really trying too hard lol.

87. PhoneArenaUser

Posts: 5498; Member since: Aug 05, 2011

Because blind fanboys are desperate.

103. jaytai0106

Posts: 1888; Member since: Mar 30, 2011

I can't say I'm an Apple troll, but I don't like iOS a bit. Even though I do think it is a very stable OS but it's just not my personal preference. However, I do have to agree with you here. Apple made a very solid OS from the very beginning. Even though the update to add new features most users wanted was slow compare to Android, we can't really complain. If you would look at car industry, for Toyota for example they usually don't change the look of a model too much until a few years later. A company who value the quality of their product is going to take time to make sure what they push out is going to be nearly perfect. Like I say before, look at Ford who put out an all touch screen control panel in their car... It was cool when it came out but they never thought of who was time to look down and go through the menu to just to change the temp of your car. Once again, I'm an Android fan but I am open to all OS. To me, competitors made all the OS better. Without iOS, Android might not be where it is today. All the Android fans can laugh at iOS all they want, but iOS is the one we should be thank for.

9. InspectorGadget80 unregistered

They haven't innovated anything since the first ipod.

16. PapaSmurf

Posts: 10457; Member since: May 14, 2012

That's too harsh. I haven't seen anything spectacular from Apple since the iPhone 4.

24. Daftama

Posts: 641; Member since: Nov 03, 2012

Wait icarp 6 lunches three versions the regular 6 6c 6xl 5.0 maybe 5.3 that's facts from inside it's already in the works

76. tedkord

Posts: 17415; Member since: Jun 17, 2009

Way too harsh. Apple makes good products that work well. No, they don't innovate as much as they like to project, but they do make solid products

82. PapaSmurf

Posts: 10457; Member since: May 14, 2012

You're probably one of the few Android users I know that will tell it like it is instead of being biased. I agree 100%. +1

93. GadgetsMcGoo

Posts: 168; Member since: Mar 15, 2013

That's just a new case.

41. Samsungadroidrules

Posts: 104; Member since: Jul 28, 2013

They Keep on Talking Talking, Explaining Explaining, Hyping, Hyping. Come on, LG is Beating your Phones lately Tim Cocky and the gang. Please Be innovative, not just talk and talk.

75. Martin_Cooper

Posts: 1774; Member since: Jul 30, 2013

By beating you mean selling 10 times less than Apple's iPhones? LG is around 4.7% of total android market share. Android has 80% of world market share. iOS has 13%. That means LG has around 3.5% world market share in all smartphones. Yep LG is killing apple. Can you explain what is innovation? I havent seen anything crazy innovative by android. Fingerprint scanner that blends with the phone design, works fast and is great isnt innovation?

94. rightcue805

Posts: 55; Member since: Jul 08, 2013

why in the hell would you want a fingerprint scanner? it is getting hyped up just like siri did. It will fail and be a pain in the ass just like siri is

104. jb4674

Posts: 145; Member since: Apr 05, 2013

When a company charges its customers a premium for their products, it is expected that said company will innovate their offerings for that type of premium. Fingerprint scanners have been used in laptops and peripherals many years ago and they were a failed trend. Just because Apple was able to stuff a fingerprint scanner underneath a button doesn't qualify for innovation. Apple innovated the phone market when they originally developed IOS. They had a groundbreaking idea and it paved the way for other companies to build up on that concept. Since then, there hasn't really been that much innovation from Apple with regard to the iPhone.

51. NexusKoolaid

Posts: 493; Member since: Oct 24, 2011

There's increasing pressure to Apple to innovate. They're sure there's a right way to go about it, but "right is hard". Maybe this is the executive team's cry for help - they don't know what to do.

105. jb4674

Posts: 145; Member since: Apr 05, 2013

You're absolutely correct. No Steve Jobs, no Apple. It's time to bring Woz back.

52. androiphone20

Posts: 1654; Member since: Jul 10, 2013

lol androids be like I got iOS7http:// articles/13/09/19/youth_lighting_ up_twitter_facebook_instagram_ about_ios_7.html

79. ardent1

Posts: 2000; Member since: Apr 16, 2011

Making excuses are easy. Delivering a damn good product is hard. You look at customer satisfaction, you look at how android users are switching to the iOS platform, and you look at actual benchmarked analysis -- -- the iPhone flagship continues to dominate in the performance wars. In the real world, not some anonymous person posting on, Apple continues to thrive against android's domination.

91. Googler

Posts: 813; Member since: Jun 10, 2013

Users switching between iOS and Android is a two way street. Please try again.

98. woodshop20

Posts: 459; Member since: Sep 14, 2013

IPhone dominates in benchmarks because a) It is new b) IOS 7 is a much lighter platform than Android. Its new CPU can't beat Atom, and its GPU is only marginally faster than Adreno 330. Not to mention the iPhone's (comparatively) horrible battery life.

92. CX3NT3_713

Posts: 2361; Member since: Apr 18, 2011

"Making something new is hard, taking peoples money, for same hardware is easy"

106. moroninc

Posts: 193; Member since: Jul 14, 2012

i love the "Junk business" your iOS7 took ideas from, hey it is not innovation if it isnt stealing right? knowing you can't dominate the smart phone market might as well give up now and call it a niche` market your aiming for right?! ... "Right is hard", damn right its hard maybe you need to spend less time around the coolers at the courthouse than really innovate eh Apple.

2. intos

Posts: 93; Member since: Jan 06, 2012

hey timy... also to repeat is easy ...

4. JunkCreek

Posts: 407; Member since: Jul 13, 2012

Hey, here is one. JunkCreek.

6. _Bone_

Posts: 2155; Member since: Oct 29, 2012

Ironically their most impressive phone to date gets the least buzz. The 5S is a surprisingly major step forward, SW, HW-wise it's the snappiest thing around by some margin. It just doesn't catch your attention.

57. Googler

Posts: 813; Member since: Jun 10, 2013

The fundamental problem is the S it has in the name. The S4 also made some big improvements but it looked way too much like the S3 so never gets the credit it deserves. Both phones did bring big improvements, but won't be looked back that way.

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