Register FAQ / Rules Forum Spy Search Today's Posts Mark Forums Read
Go Back   MacRumors Forums > News and Article Discussion > MacRumors.com News Discussion

Reply
 
Thread Tools Search this Thread Display Modes
Old May 29, 2012, 09:49 PM   #1
MacRumors
macrumors bot
 
Join Date: Apr 2001
Tim Cook at D10: "We're going to double down on secrecy on products."







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."
MacRumors is offline   3 Reply With Quote
Old May 29, 2012, 09:50 PM   #2
Shasterball
macrumors 6502a
 
Shasterball's Avatar
 
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....
Shasterball is offline   4 Reply With Quote
Old May 29, 2012, 09:52 PM   #3
ECUpirate44
Banned
 
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.
ECUpirate44 is offline   28 Reply With Quote
Old 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), iPad mini, iPhone 5
caligomez is offline   11 Reply With Quote
Old May 29, 2012, 09:53 PM   #5
lifeinhd
macrumors 65816
 
lifeinhd's Avatar
 
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
lifeinhd is offline   22 Reply With Quote
Old May 29, 2012, 09:53 PM   #6
Cougarcat
macrumors 603
 
Join Date: Sep 2003
Bad news for MacRumors!

/s
Cougarcat is offline   2 Reply With Quote
Old 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
Ca$hflow is offline   6 Reply With Quote
Old May 29, 2012, 09:55 PM   #8
clibinarius
macrumors 6502a
 
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.
clibinarius is offline   0 Reply With Quote
Old May 29, 2012, 09:55 PM   #9
Peace
macrumors P6
 
Peace's Avatar
 
Join Date: Apr 2005
Location: Space--The ONLY Frontier
Quote:
Originally Posted by Ca$hflow View Post
Double down!? And how would he possibly do that?
I dunno but he said those words three times.
Peace is offline   4 Reply With Quote
Old May 29, 2012, 09:57 PM   #10
nfl46
macrumors 68040
 
nfl46's Avatar
 
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 [Retina] |
nfl46 is offline   2 Reply With Quote
Old May 29, 2012, 09:57 PM   #11
afin
macrumors member
 
Join Date: Feb 2012
Location: Midwest USA
I feel that secrecy adds to the appeal. It's all in the chase...
afin is offline   8 Reply With Quote
Old May 29, 2012, 09:58 PM   #12
Anti-Lucifer
In Time-Out
 
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.

Anti-Lucifer is offline   6 Reply With Quote
Old May 29, 2012, 10:00 PM   #13
HiRez
macrumors 601
 
HiRez's Avatar
 
Join Date: Jan 2004
Location: Western US
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.
__________________
Go outside, the graphics are amazing!
HiRez is offline   13 Reply With Quote
Old May 29, 2012, 10:01 PM   #14
Porco
macrumors 65816
 
Porco's Avatar
 
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.
*soundcloud/fdporco*
Porco is offline   1 Reply With Quote
Old May 29, 2012, 10:01 PM   #15
lifeinhd
macrumors 65816
 
lifeinhd's Avatar
 
Join Date: Mar 2008
Location: 127.0.0.1
Quote:
Originally Posted by Anti-Lucifer View Post
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?
__________________
PowerBook G5, 1.67GHz MacBook Pro, iPhone Nano, iPhone 6, Apple Television Set
lifeinhd is offline   3 Reply With Quote
Old 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.
ebiggz is offline   5 Reply With Quote
Old May 29, 2012, 10:03 PM   #17
Spectrum Abuser
macrumors 65816
 
Spectrum Abuser's Avatar
 
Join Date: Aug 2011
Quote:
Originally Posted by HiRez View Post
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.
__________________
iPad Mini Retina 16GB WiFi - iPhone 3G 8GB (AT&T) - 21.5" iMac 2.5Ghz i5 (2011)
Spectrum Abuser is offline   0 Reply With Quote
Old May 29, 2012, 10:04 PM   #18
LEgregius
macrumors member
 
Join Date: Jun 2003
Location: Virginia
Send a message via AIM to LEgregius
"The more you tighten your grip, Cook, the more star systems will slip through your fingers."
LEgregius is offline   11 Reply With Quote
Old May 29, 2012, 10:05 PM   #19
Peace
macrumors P6
 
Peace's Avatar
 
Join Date: Apr 2005
Location: Space--The ONLY Frontier
Quote:
Originally Posted by Spectrum Abuser View Post
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.
Peace is offline   3 Reply With Quote
Old 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
silroc is offline   0 Reply With Quote
Old 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
Kentochan is offline   7 Reply With Quote
Old May 29, 2012, 10:13 PM   #22
MartiNZ
macrumors 65816
 
Join Date: Apr 2008
Location: Auckland, New Zealand
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 View Post
The rumour level can remain constant if they release twice as many products
Doesn't seem like that would be too hard right now.
MartiNZ is offline   1 Reply With Quote
Old May 29, 2012, 10:13 PM   #23
Thunderbird
macrumors 6502a
 
Thunderbird's Avatar
 
Join Date: Dec 2005
I guess MR will have to double down on rumors then.
Thunderbird is offline   1 Reply With Quote
Old May 29, 2012, 10:15 PM   #24
ChrisTX
macrumors 68020
 
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, Prototype iPhone 5P, and numerous iPods.
ChrisTX is offline   1 Reply With Quote
Old May 29, 2012, 10:19 PM   #25
SteveAbootman
macrumors 6502a
 
SteveAbootman's Avatar
 
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.
__________________
27' iMac, 3.4 GHz i7, 8GB Ram, 1TB HD
iPhone 5 & iPad 3

SteveAbootman is offline   0 Reply With Quote

Reply
MacRumors Forums > News and Article Discussion > MacRumors.com News Discussion

Thread Tools Search this Thread
Search this Thread:

Advanced Search
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off

Forum Jump


All times are GMT -5. The time now is 04:00 AM.

Mac Rumors | Mac | iPhone | iPhone Game Reviews | iPhone Apps

Mobile Version | Fixed | Fluid | Fluid HD
Copyright 2002-2013, MacRumors.com, LLC