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Old Dec 7, 2012, 12:38 AM   #1
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Tim Cook Speaks About Apple Maps, Samsung, and Apple's Future in TV Interview with Brian Williams




Tim Cook has held the reins at Apple for over a year now, and this evening, he gave his first official television interview with Brian Williams on NBC's Rock Center, where he spoke about his role as CEO after Steve Jobs, lamented about the Maps debacle, and revealed a few hints about what's to come for Apple in the future. The full video is embedded below.

The first part of the interview focused on his first year as CEO, and what it was like to follow in the footsteps of former Apple CEO Steve Jobs. Cook was humble and personable as he explained that Jobs taught him to "just do what's right."

When asked about Apple's Maps application, which has faced significant criticism and resulted in the restructuring of the company, Cook told Williams that Apple "screwed up," and is "putting the weight of the company behind correcting it."


Part 1
Cook also touched on the ongoing conflict between Samsung and Apple, after Williams played a Samsung commercial for the Galaxy S3 that attacks Apple's iPhone, branding it as uncool.
Quote:
We love our customers. And we'll fight to defend them with anyone. Is it thermonuclear war? The reality is, is that we love competition, at Apple. We think it makes us all better. But we want people to invent their own stuff.
In one interesting section of the interview, Williams asked Cook if Apple would last, and how the company would avoid becoming like Sony, popular in the 80's and 90's before fading into the background. Cook reiterated Apple's drive to focus on a small number of products.
Quote:
We're very simple people at Apple. We focus on making the world's best products and enriching people's lives. I think some companies -- maybe even the one that you mention, maybe they decided that they could do everything. We have to make sure, at Apple, that we stay true to focus, laser focus -- we know we can only do great things a few times, only on a few products.
The juiciest details of the exchange between Williams and Cook, which were leaked in teasers earlier this afternoon, came in the second part of the interview, where Williams focused on the Apple television, the death of Steve Jobs, and the U.S. production of Apple products.


Part 2
Cook commented on the much rumored Apple television set, mentioning, as revealed earlier, Apple's "intense interest" in the market, but he revealed little beyond that, speaking cryptically about his love of "The Jetsons."
Quote:
It's a market that we see, that has been left behind. You know, I used to watch "The Jetsons" as a kid. I love "The Jetsons." We're living "The Jetsons" with this. It's an area of intense interest. I can't say more than that. But ...
He also went into more detail about Apple's plans to bring production back to the United States, confirming that next year, one of the Mac lines will be produced in the United States.
Quote:
You know, this iPhone, as a matter of fact, the engine in here is made in America. And not only are the engines in here made in America, but engines are made in America and are exported. The glass on this phone is made in Kentucky. And so we've been working for years on doing more and more in the United States. Next year, we will do one of our existing Mac lines in the United States.
Williams ended the interview trying to get a few more tidbits on Apple's plans for the future, but this is all Cook had to say:
Quote:
Our whole role in life is to give you something you didn't know you wanted. And then once you get it, you can't imagine your life without it. And you can count on Apple doing that.
Article Link: Tim Cook Speaks About Apple Maps, Samsung, and Apple's Future in TV Interview with Brian Williams
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Old Dec 7, 2012, 12:40 AM   #2
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click on article link to see videos. They are NBC's players. Won't appear on iOS devices.
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Old Dec 7, 2012, 01:49 AM   #3
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Originally Posted by arn View Post
click on article link to see videos. They are NBC's players. Won't appear on iOS devices.
Played fine for me.
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Old Dec 7, 2012, 01:58 AM   #4
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I said they wouldn't get too personal in this interview. Not sure which thread that was.

At least it's pretty much confirmed about them working on an Apple TV.

Tim comes off scripted and like a robot.
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Old Dec 7, 2012, 02:00 AM   #5
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I think Tim is likeable. He is not as good as Steve to build expectations and curiosity - he doesn't seem to find stuff to say that are hints but without any concrete info, he rather just say nothing and smile - I kinda know everything Tim is going to answer to every question.....steve jobs would blabber on forever about something without telling you anything, leaving you with a perplexed and baffled mind.

But I think Apple will be able to reinvent TV. TV today has completely stagnated. I bought last years top of the line Samsung TV, knowing that the new tech in this years model would become as useless as the last year tech. The TV is nice and this years image quality is the same, the smart hub is useless and slow....Smart TV today is as dumb as yesterdays smartphones. Just writing in your info with that remote is hell. And I knew the voice recognition and gesture controls would be as bad in the next model, and I was right. I'm not using any of this stuff, its just gimmicks. Apple will manage to fix that, as they have a completely different quality control when developing new stuff.

So here's the future: Apple will make a TV with a LOT of limitations but with such a nice user interface you just have to experience it. The content will be very narrowed (at first) and people who like to plug all kinds of stuff into their tv will have to buy something else. But it will sell a ton anywah, because it's got the apple logo, the sexy user interface and sort of new experience. Then....all the other companies are stuck, they can't compete, because they are selling tv almost without any profit and they need to do something tegother to stay in the fight...Google makes a halfassed android like ripoff and suddenly all other tv manufacturers get a ok'ish OS which over time will become a decent competition. Sounds familiar...
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Old Dec 7, 2012, 02:02 AM   #6
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I agree Tim is not inspiring as Steve Jobs but he's a good replacment.
I cant wait to see the apple tv and hope it wont be US only.
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Old Dec 7, 2012, 02:04 AM   #7
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Jeez, I wish they'd just let Cook talk. Williams is talking/narrating 2/3rds of the time and then giving Cook 20 second sound bites that don't say anything. Very frustrating.
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Old Dec 7, 2012, 02:38 AM   #8
Michael Scrip
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Originally Posted by iMcLovin View Post

But I think Apple will be able to reinvent TV. TV today has completely stagnated. I bought last years top of the line Samsung TV, knowing that the new tech in this years model would become as useless as the last year tech. The TV is nice and this years image quality is the same, the smart hub is useless and slow....Smart TV today is as dumb as yesterdays smartphones. Just writing in your info with that remote is hell. And I knew the voice recognition and gesture controls would be as bad in the next model, and I was right. I'm not using any of this stuff, its just gimmicks. Apple will manage to fix that, as they have a completely different quality control when developing new stuff.

So here's the future: Apple will make a TV with a LOT of limitations but with such a nice user interface you just have to experience it. The content will be very narrowed (at first) and people who like to plug all kinds of stuff into their tv will have to buy something else. But it will sell a ton anywah, because it's got the apple logo, the sexy user interface and sort of new experience. Then....all the other companies are stuck, they can't compete, because they are selling tv almost without any profit and they need to do something tegother to stay in the fight...Google makes a halfassed android like ripoff and suddenly all other tv manufacturers get a ok'ish OS which over time will become a decent competition. Sounds familiar...
+1 for people buying a TV just because it has an Apple logo on it

But I'm really curious what all that television will do once they get it home...

People who cut the cord and buy shows from iTunes will love the new Apple Television. It will have an amazing interface and access to all that programming.

But MOST people subscribe to cable or satellite and have a DVR box... which will then be plugged into Input 1 on the back of this beautiful TV. At that point it won't make much difference which brand of TV you have... you're still at the mercy of the Comcast on-screen menus.

So... if you can live in the iTunes/Netflix/Hulu ecosystem... I think an Apple Television will be great.

But there are 100 million cable/satellite subscribers in the US... what will an Apple Television do for them?
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Old Dec 7, 2012, 06:56 AM   #9
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+1 for people buying a TV just because it has an Apple logo on it

But I'm really curious what all that television will do once they get it home...

People who cut the cord and buy shows from iTunes will love the new Apple Television. It will have an amazing interface and access to all that programming.

But MOST people subscribe to cable or satellite and have a DVR box... which will then be plugged into Input 1 on the back of this beautiful TV. At that point it won't make much difference which brand of TV you have... you're still at the mercy of the Comcast on-screen menus.

So... if you can live in the iTunes/Netflix/Hulu ecosystem... I think an Apple Television will be great.

But there are 100 million cable/satellite subscribers in the US... what will an Apple Television do for them?
Exactly. Apple was able to revolutionize the music industry because they were able to get in on the ground floor of digital content.

TV is a whole different ball game. Without first run series or live sports (a HUGE money maker), it is going to be difficult to make inroads to the cable/satellite/network model. Networks have aggressively defended the concept of 'a la cart pricing' or individual channels. There is no way they are going to support for a model that relies on individual shows being purchased when there is a lot more money to be made selling network packages to advertisers.

At some point there may be a tipping point where a different model makes sense, but it's very hard to picture a model where Apple TV is going to have enough fresh content to make it viable alternative for most cable/satellite subsribers.
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Old Dec 7, 2012, 12:39 PM   #10
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Originally Posted by Michael Scrip View Post
+1 for people buying a TV just because it has an Apple logo on it

But I'm really curious what all that television will do once they get it home...

People who cut the cord and buy shows from iTunes will love the new Apple Television. It will have an amazing interface and access to all that programming.

But MOST people subscribe to cable or satellite and have a DVR box... which will then be plugged into Input 1 on the back of this beautiful TV. At that point it won't make much difference which brand of TV you have... you're still at the mercy of the Comcast on-screen menus.

So... if you can live in the iTunes/Netflix/Hulu ecosystem... I think an Apple Television will be great.

But there are 100 million cable/satellite subscribers in the US... what will an Apple Television do for them?
If it's a 4K TV set, I'm all for it. I am ready to put 1080p TVs behind me even if the content isn't there yet. If it's just a 1080p, Apple-branded TV set, it's going to be a big yawn. I don't care how intuitive the touchscreen remote control is, and I still don't think Siri will work for changing channels.

Which is why I think Apple is going the STB route, not the TV route. If they bring content to your TV a la carte on demand without ads or schedules, that will very easily obsolete the existing television model. Look at what they did to music, making it available to you wherever, whenever, on a track-by-track basis. Music labels hated it, they wanted to sell physical albums, and sell you filler tracks you don't care about. They wanted DRM, they wanted restrictions on devices. Apple has, for the most part, convinced them now that there's a better way. Music was changed forever.

TV needs a similar shake-up. We should throw in movies, too, and why not? People are already not going to the movie theater as often as they used to. It should be relegated to the same crowd who likes going out to hear bands perform live at concerts, a special event, rather than everyday music listening. I think most people are happier watching new releases in the comfort of their own homes. So let's say all TV, all movies, it's all just video content created by a handful of major studios. Let's also accept the fact that everyone now uses DVRs and skips over ads, and even before then, they were leaving the room to urinate, get snacks, or sat around talking with their friends and family, rather than watching ads. The ad-supported television model has been broken for many, many years. It's make-believe, and while the studios have done a good job convincing advertisers that they're providing eyeballs with their video content, it's just not true. They need to adjust their model to either viewer-supported or product placement.

We all know what the future is going to be. Just as music piracy showed that music consumers weren't happy with the state of affairs in the recording industry, TV and movie piracy spurred on by faster and faster internet speeds, shows that video consumers aren't happy with the state of affairs in the television industry. Just as Apple was able to revolutionize the way people buy and listen to music, they can do the same with video. Apple already sells video, but it's not that good. Content is slow to arrive, and it's hardly complete. I know tons of people who use iTunes for music, I don't think I know anyone who uses it seriously for video.

Now, maybe Apple is going to bring out a TV set with a big hard drive in there and a fancy remote and UI, complete with wifi, airplay, all that stuff. But if the Apple TV is remarkable, it's going to be because of the service on the backend. If it's an easy subscription service that gives you unlimited access to all video content under the sun, kind of like a Netflix but with TV shows as they are made and movies as they're released, rather than delayed or restricted, it's going to be good. There can't be ads, because ads suck and I don't think Apple wants to sell ads again. You get the content you want, when you want it, on any device you want, streamed in 1080p for a flat monthly rate. That's great. Alternatively, you buy only what you want and you own it and can watch it how and where you like, and all that content is immediately available as soon as it's available anywhere else.

The point is, the physical TV Apple might sell is just an iPod, and an iPod isn't worth much without iTunes.
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Old Dec 8, 2012, 04:52 PM   #11
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Originally Posted by Michael Scrip View Post
+1 for people buying a TV just because it has an Apple logo on it

But I'm really curious what all that television will do once they get it home...

People who cut the cord and buy shows from iTunes will love the new Apple Television. It will have an amazing interface and access to all that programming.

But MOST people subscribe to cable or satellite and have a DVR box... which will then be plugged into Input 1 on the back of this beautiful TV. At that point it won't make much difference which brand of TV you have... you're still at the mercy of the Comcast on-screen menus.

So... if you can live in the iTunes/Netflix/Hulu ecosystem... I think an Apple Television will be great.

But there are 100 million cable/satellite subscribers in the US... what will an Apple Television do for them?
I still don't get why people assume Apple will try to bypass the providers... Its pretty obvious that whats Apple cooking is not the current Apple TV + a tv set with a nice interface. Its much more than that.

But we may get hints before the full thing is out, like bluetooth support and an app store on the current Apple TV before they come out with the big stuff.
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Old Dec 7, 2012, 12:41 AM   #12
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Tim needs to quit drinking the kool-aid and BE the kool-aid.
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Old Dec 7, 2012, 12:43 AM   #13
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Overall, not much new for the MacRumors regulars. I think the most interesting part came during the live webcast afterwards, when while a lot of nothing new was said, we found out that Brian Williams knows of MacRumors. :-)
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Old Dec 7, 2012, 12:47 AM   #14
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I'll wait to see what apple does next year. Actions speak louder than words.
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Old Dec 7, 2012, 08:19 AM   #15
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I'll wait to see what apple does next year. Actions speak louder than words.
Exactly... Remember when he told Mossberg they will doubled on secrecy! and the next day everyone knew about ipad mini and all LOL what a douche!
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Old Dec 7, 2012, 12:51 AM   #16
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Overall, not much new for the MacRumors regulars. I think the most interesting part came during the live webcast afterwards, when while a lot of nothing new was said, we found out that Brian Williams knows of MacRumors. :-)
Yes! It was very cool to see Brian Williams ask Josh "so what do you think of _____?

It felt like Brian knew more than just the talking points... very refreshing coming from a mainstream media guy.

I've also enjoyed Brian Williams when he appears on Letterman, etc.
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Old Dec 7, 2012, 12:54 AM   #17
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Here's another take on it.

http://forums.macrumors.com/showpost...9&postcount=90
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Old Dec 7, 2012, 09:27 AM   #18
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You linked to yourself? Masterlinking.

----------

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Originally Posted by MikeAK View Post
I felt the same way. Seriously. It's unfair to compare him to Jobs but we can still expect a certain amount from him. He left a lot to be desired.
You just can't get over that he's not jobs. I thought that it was great to see that Tim knows exactly what's important about Apple, which is the main thing. This ship is sailing just fine.

----------

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Brian Williams had an iphone on his table in one of the shots during the interview. He had a case on it, which probably made Cook cringe.
Yeah, come on, it's not Apple sells loads of cases.
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Old Dec 7, 2012, 12:55 AM   #19
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He is not inspiring.
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Old Dec 7, 2012, 01:02 AM   #20
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He is not inspiring.
I felt the same way. Seriously. It's unfair to compare him to Jobs but we can still expect a certain amount from him. He left a lot to be desired.
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Old Dec 7, 2012, 01:13 AM   #21
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It's a market that we see, that has been left behind. You know, I used to watch "The Jetsons" as a kid. I love "The Jetsons." We're living "The Jetsons" with this. It's an area of intense interest. I can't say more than that. But ...
It's obvious. Apple is making a flying car.

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Old Dec 7, 2012, 01:16 AM   #22
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Cook interviews like a politician.

Brian: <Question>
Tim: "You know Brian, <Generic Apple Talking Point>"
...

What's the point of interviewing someone who can't reveal anything new?
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Old Dec 10, 2012, 04:08 AM   #23
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It's obvious. Apple is making a flying car.

Image
And robot to go with it!
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Old Dec 7, 2012, 01:46 AM   #24
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Yes! It was very cool to see Brian Williams ask Josh "so what do you think of _____?

It felt like Brian knew more than just the talking points... very refreshing coming from a mainstream media guy.

I've also enjoyed Brian Williams when he appears on Letterman, etc.
The best part of this interview was that Brian Williams listens to Kendrick Lamar!!!

So kewl
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Old Dec 7, 2012, 09:28 AM   #25
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Tim needs to quit drinking the kool-aid and BE the kool-aid.
What...the..? Are purposely saying odd stuff just to become the top comment? Or are you saying that you want drink of Tim Cook?

Are you making an "Apple" juice joke? I'm so confused. What is happening to MR?!!!
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