Tim Cook at D10: "We're going to double down on secrecy on products."

MacRumors · May 29, 2012, 09:49 PM

Image from AllThingsD

Walt Mossberg and Kara Swisher spent time interviewing Apple CEO Tim Cook tonight on a range of topics. The interview took place at the All Things D conference in Rancho Palos Verdes, California. We have a full transcript of the interview available.

When asked about what Cook has changed at Apple, he discusses that he plans on doubling down on secrecy on products.

Quote:

We're going to double down on secrecy on products. I'm serious.

Cook, however, does goes on to say that he is going to be the most transparent company on other topics such as social change and supplier responsibility.

Apple's secrecy surrounding its product line is legendary. Apple cofounder Steve Jobs even identified secrecy as one of the specific tenets at Apple that has been responsible for its success. Apple's ability to keep products secret has been hampered in recent years by Apple's reliance on Foxconn and other 3rd party manufacturers. Just earlier today, part leaks seem to have revealed the look of the next generation iPhone.

Article Link: Tim Cook at D10: "We're going to double down on secrecy on products."

Shasterball · May 29, 2012, 09:50 PM

Good luck with secrecy in this day and age! And as much as secrecy plays a role, hype and speculation also raise Apple's cache....

ECUpirate44 · May 29, 2012, 09:52 PM

We're going to double down on secrecy right after we let go of a few fake pics of the New iPhone to get all you blogs to stop talking about the Galaxy S3.

caligomez · May 29, 2012, 09:52 PM

Doubling down, eh?

Hear that, China? You're about to feel the wrath of Cook..

lifeinhd · May 29, 2012, 09:53 PM

Oh no! He's going to put MR out of business, and then how shall I waste away the hours at work?

Cougarcat · May 29, 2012, 09:53 PM

Bad news for MacRumors!

/s

Ca$hflow · May 29, 2012, 09:53 PM

Double down!? And how would he possibly do that?

clibinarius · May 29, 2012, 09:55 PM

Double down on secrecy? Since they haven't been secret since the iPhone 4S leaked case in January 2011, I'd say...that means they might get back a prototypical SIM tray.

Peace · May 29, 2012, 09:55 PM

Quote:

Originally Posted by Ca$hflow

Double down!? And how would he possibly do that?

I dunno but he said those words three times.

nfl46 · May 29, 2012, 09:57 PM

Lol, is that even possible for Apple to double down?

afin · May 29, 2012, 09:57 PM

I feel that secrecy adds to the appeal. It's all in the chase...

Anti-Lucifer · May 29, 2012, 09:58 PM

Just take a look at RIM - they are legendary in product secrecy as well. So good in fact, no one expects them to come out with anything new. And they have succeeded in launching nothing!

All I know is that the leaked iPhone design is real and yes, I will buy 2.

HiRez · May 29, 2012, 10:00 PM

Tim Cook said:

Quote:

We have one phone with one screen size and one resolution. It's pretty simple if you're developing for this platform.

This was a very interesting quote to me in light of the recent rumors about a new iPhone screen aspect ratio. It would seem to refute that rumor.

Porco · May 29, 2012, 10:01 PM

The rumour level can remain constant if they release twice as many products

lifeinhd · May 29, 2012, 10:01 PM

Quote:

Originally Posted by Anti-Lucifer

Just take a look at RIM - they are legendary in product secrecy as well. So good in fact, no one expects them to come out with anything new. And they have succeeded in launching nothing!

in that case, couldn't you argue that they launched exactly what they leaked?

ebiggz · May 29, 2012, 10:02 PM

Kinda funny he says this the day possible photos of the new iPhone leak.

Spectrum Abuser · May 29, 2012, 10:03 PM

Quote:

Originally Posted by HiRez

Tim Cook said:

This was a very interesting quote to me in light of the recent rumors about a new iPhone screen aspect ratio. It would seem to refute that rumor.

Not to defend any rumors, but he's referring to current products. Throughout the questioning he's been quick to dodge any un-released product speculation.

LEgregius · May 29, 2012, 10:04 PM

"The more you tighten your grip, Cook, the more star systems will slip through your fingers."

Peace · May 29, 2012, 10:05 PM

Quote:

Originally Posted by Spectrum Abuser

Not to defend any rumors, but he's referring to current products. Throughout the questioning he's been quick to dodge any un-released product speculation.

He did kind of infer Apple TV was becoming more than a hobby.

silroc · May 29, 2012, 10:06 PM

Never split tens. Aces and 7's all the time!

Kentochan · May 29, 2012, 10:07 PM

Maybe Apple should leak a ton of random parts to camouflage the real thing.

MartiNZ · May 29, 2012, 10:13 PM

KFC launched the Double Down last year, at least here in NZ. It didn't last long - it just wasn't good for people. I think the same would be true if this comes to pass - and to think we were hoping things might swing the other way. Even if they could just be less secretive about whether the Mac platform was a viable option for professionals now, they would make a lot of people happy ... in a nice ironic way.

----------

Quote:

Originally Posted by Porco

The rumour level can remain constant if they release twice as many products

Doesn't seem like that would be too hard right now.

Thunderbird · May 29, 2012, 10:13 PM

I guess MR will have to double down on rumors then.

ChrisTX · May 29, 2012, 10:15 PM

So did he just confirm that todays iPhone leaks were in fact real? If so, when's the preorder?

SteveAbootman · May 29, 2012, 10:19 PM

Sounds to me like a challenge... 9to5 Mac, Digi Times, and all the other popular (albeit mostly inaccurate) rumor sites that seem to leak product pictures have just been put on notice.

May 29, 2012, 09:52 PM	#3
ECUpirate44 macrumors 603 Join Date: Mar 2010 Location: NC	We're going to double down on secrecy right after we let go of a few fake pics of the New iPhone to get all you blogs to stop talking about the Galaxy S3. __________________ 2012 RMBP 2.3/8/256. 16Gb iPhone 5 Black & Slate.
	28

May 29, 2012, 09:52 PM	#4
caligomez macrumors regular Join Date: Feb 2011 Location: San Juan, PR	Doubling down, eh? Hear that, China? You're about to feel the wrath of Cook.. __________________ 15" Macbook Pro (2011), Original 3G iPad, iPhone 5
	11

May 29, 2012, 09:53 PM	#5
lifeinhd macrumors 65816 Join Date: Mar 2008 Location: 127.0.0.1	Oh no! He's going to put MR out of business, and then how shall I waste away the hours at work? __________________ PowerBook G5, 1.67GHz MacBook Pro, iPhone Nano, iPhone 6, Apple Television Set
	22

May 29, 2012, 09:53 PM	#7
Ca$hflow macrumors 6502 Join Date: Jan 2010 Location: London, ON	Double down!? And how would he possibly do that? __________________ 15" Unibody MacBook Pro, 3.06 GHz, 8GB RAM, 750GB HD; 20" iMac, 2.0 GHz, 2GB RAM, 250GB HD, iPad 2 64GB 3G, 64GB 3rd Gen iPod
	6

May 29, 2012, 09:57 PM	#10
nfl46 macrumors 68040 Join Date: Oct 2008	Lol, is that even possible for Apple to double down? __________________ \| 16GB Apple iPhone 5 \| 13" Macbook Pro \| Apple TV 2 \| 16GB Apple iPad Mini \| 8GB LG Google Nexus 4 \|
	2

May 29, 2012, 09:50 PM	#2
Shasterball macrumors 6502a Join Date: Oct 2007	Good luck with secrecy in this day and age! And as much as secrecy plays a role, hype and speculation also raise Apple's cache....
	4

May 29, 2012, 09:53 PM	#6
Cougarcat macrumors 601 Join Date: Sep 2003	Bad news for MacRumors! /s
	2

May 29, 2012, 09:55 PM	#8
clibinarius macrumors 6502 Join Date: Aug 2010	Double down on secrecy? Since they haven't been secret since the iPhone 4S leaked case in January 2011, I'd say...that means they might get back a prototypical SIM tray.
	0

May 29, 2012, 09:57 PM	#11
afin macrumors member Join Date: Feb 2012	I feel that secrecy adds to the appeal. It's all in the chase... __________________ MacBook Pro (2010), 2.4 GHz, 8GB RAM, 128GB OCZ Vertex II SSD Samsung Galaxy Tab 2 7.0, 8GB Flash
	8

May 29, 2012, 09:58 PM	#12
Anti-Lucifer macrumors 6502a Join Date: Mar 2012	Just take a look at RIM - they are legendary in product secrecy as well. So good in fact, no one expects them to come out with anything new. And they have succeeded in launching nothing! All I know is that the leaked iPhone design is real and yes, I will buy 2.
	6

May 29, 2012, 10:01 PM	#14
Porco macrumors 65816 Join Date: Mar 2005	The rumour level can remain constant if they release twice as many products __________________ I really wish Apple would use the option key a little more, and the command key a little less. --- Sent from my magical iPowerMacBookG5PadPhonePod 50inch AppleTV Extreme Pro ---
	1

May 29, 2012, 10:02 PM	#16
ebiggz macrumors newbie Join Date: Jul 2010 Location: Arroyo Grande, CA	Kinda funny he says this the day possible photos of the new iPhone leak.
	5

May 29, 2012, 10:04 PM	#18
LEgregius macrumors member Join Date: Jun 2003 Location: Virginia	"The more you tighten your grip, Cook, the more star systems will slip through your fingers."
	11

May 29, 2012, 10:06 PM	#20
silroc macrumors 6502 Join Date: Jun 2010	Never split tens. Aces and 7's all the time! __________________ Apple Products - Nano Gen 3, Iphone 5, Macbook, iPad 2
	0

May 29, 2012, 10:07 PM	#21
Kentochan macrumors 6502 Join Date: Feb 2011 Location: Virginia, USA	Maybe Apple should leak a ton of random parts to camouflage the real thing. __________________ HTC EVO V 4G \| 2011 13" MacBook Pro \| Canon EOS 60D\| fOkeh: a window to our world
	7

May 29, 2012, 10:13 PM	#23
Thunderbird macrumors 6502a Join Date: Dec 2005	I guess MR will have to double down on rumors then.
	1

May 29, 2012, 10:15 PM	#24
ChrisTX macrumors 68000 Join Date: Dec 2009 Location: Texas	So did he just confirm that todays iPhone leaks were in fact real? If so, when's the preorder? __________________ Thanks Steve for all of the awesome technology! Proud owner of an early 2011 15" MacBook Pro, First gen 15" MacBook Pro, iPad 3, Apple TV, Galaxy SIII, and numerous iPods.
	1

May 29, 2012, 10:19 PM	#25
SteveAbootman macrumors 6502a Join Date: May 2008 Location: USA	Sounds to me like a challenge... 9to5 Mac, Digi Times, and all the other popular (albeit mostly inaccurate) rumor sites that seem to leak product pictures have just been put on notice. __________________ "Who do you think you are? I AM!"
	0

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