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

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Apr 12, 2001
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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.
We're going to double down on secrecy on products. I'm serious.
Click to expand...
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."
 
Article Link
https://www.macrumors.com/2012/05/29/tim-cook-at-d10-were-going-to-double-down-on-secrecy-on-products/
Shasterball

Shasterball

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Oct 19, 2007
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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

ECUpirate44

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Mar 22, 2010
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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.
 
C

clibinarius

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Aug 26, 2010
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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.
 
afin

afin

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Feb 17, 2012
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I feel that secrecy adds to the appeal. It's all in the chase...
 
A

Anti-Lucifer

macrumors 6502a
Mar 9, 2012
776
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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.

:D
 
HiRez

HiRez

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Jan 6, 2004
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Tim Cook said:
We have one phone with one screen size and one resolution. It's pretty simple if you're developing for this platform.
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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

Porco

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Mar 28, 2005
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The rumour level can remain constant if they release twice as many products :)
 
lifeinhd

lifeinhd

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Mar 26, 2008
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Anti-Lucifer said:
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!
Click to expand...

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

Spectrum Abuser

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Aug 27, 2011
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HiRez said:
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.
Click to expand...

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.
 
MartiNZ

MartiNZ

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Apr 10, 2008
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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.

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Porco said:
The rumour level can remain constant if they release twice as many products :)
Click to expand...

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

ChrisTX

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Dec 30, 2009
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So did he just confirm that todays iPhone leaks were in fact real? If so, when's the preorder? :D
 
SteveAbootman

SteveAbootman

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May 12, 2008
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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.
 
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