Tim Cook at D10: "We're going to double down on secrecy on products." - Page 3

LaWally · May 30, 2012, 07:05 AM

Quote:

Originally Posted by Peace

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

He implied, you inferred.

IeU · May 30, 2012, 07:12 AM

Quote:

Originally Posted by kalsta

Highlight video in case it hasn't already been posted…

http://allthingsd.com/20120529/tim-cook-video/

isnt there the full video?

foodog · May 30, 2012, 07:26 AM

Quote:

Originally Posted by SteveAbootman

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.

More like the manufacturers, and the parts supply chain has been put on notice.

Bubba Satori · May 30, 2012, 07:59 AM

Quote:

Originally Posted by roadbloc

It creates hype. Hype is a good thing if you're selling something.

Not if customers are adults and need to make rational purchasing decisions
based on upto date roadmaps and timelines.

guzhogi · May 30, 2012, 08:12 AM

Quote:

Originally Posted by Bubba Satori

Not if customers are adults and need to make rational purchasing decisions
based on upto date roadmaps and timelines.

This goes especially for businesses. Sure, secrecy adds to consumer excitement, but when your job depends on knowing what your suppliers are going to do, secrecy is horrible.

I have a friend who's the tech director for a school district. A few years ago, he finally convinced the school board to buy an Xserve. And then Apple reveled that they'll discontinue it a few days later.

Most companies I know (or at least their IT departments) prefer stability and planning over secrecy & hype.

mobi · May 30, 2012, 08:13 AM

Its no secret, we are in dire need of a MBP update Shhhhh.

FuNGi · May 30, 2012, 08:20 AM

It's too bad that All Things D couldn't provide a table for their water bottles...

SBlue1 · May 30, 2012, 08:37 AM

Apple should really do more of the fake leaks, like the teardrop iPhone.

bedifferent · May 30, 2012, 08:39 AM

Quote:

Originally Posted by Bubba Satori

Not if customers are adults and need to make rational purchasing decisions
based on upto date roadmaps and timelines.

Exactly, then again there are a lot of those who love to state "Apple is all about consumer products and mobile devices now, there's no money in the professional sect", thus secrecy doesn't effect businesses who need to make those long term purchasing decisions. Pisses me right off. I make my living from power systems, have with Apple for over a decade. I wish Apple wouldn't neglect professional systems as they have slowly been for the past few years, they can make money in both.

Quote:

Originally Posted by roadbloc

It creates hype. Hype is a good thing if you're selling something.

For consumers, certainly, but for large purchases and the business sect it creates an issue for long term business planning/buying. Apple's slow lack of focus in this market makes businesses weary of upgrading their systems if the company isn't fairly open with their future roadmap.

Mal · May 30, 2012, 09:23 AM

Quote:

Originally Posted by Shasterball

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....

Without Apple's legendary secrecy, the hype and speculation wouldn't exist. Do you see a bunch of hype and speculation around Microsoft's upcoming products? No, because they don't keep them secret (with rare exception). That means there's no point in speculation. With Apple, hype and speculation are all we get, so it sometimes gets out of control, but that of course only builds more interest.

jW

adityashah1989 · May 30, 2012, 10:13 AM

Is there a way I can watch this whole interview?

xgman · May 30, 2012, 10:34 AM

Quote:

Originally Posted by thunderbird

i guess mr will have to double down on rumors then.

+1

Flood123 · 11:15 AM

This is unfortunate. "Double down" on secrecy? I guess this means the "we want a new Macpro" petition got it's answer in the form of a billy club to the back of the knees. Apple doesn't like being told what to do it seems, and this is the type of answer we get when we push for one. Their attitude is, it's their sandbox loaded to the brim with their toys. If we don't like it, tough turds. This would have been a great forum for Tim cook to offer a little reassurance to the Macpro base. It's a shame and a missed opportunity to show a bit of respect in my eyes.
I agree with what a lot of folks have said in here already. I get the secrecy with the iphone ipad or iwhatever. It builds hype. Hype is good for sales. We get it.
When you have a client base that is using these higher end machines as a means to earn a living, it's not appropriate to leave these people in the dark. Just as apple has business plans, so do the businesses that use their machines. We are meant to respect their business plans while the turn a cold shoulder to ours. How is this a symbiotic relationship? These machines require a different sort of approach. You don't sell a tractor with the same approach as a Toyota. They are two entirely different beasts. That is if you actually care about the portion of your user base. Hype doesn't sell these machines as much as necessity does. What perplexes me is we sit by and stomach it. I am guilty of this. We have all but voted on this issue already by giving them our money time and time again. If you reward bad behavior, you will keep getting undesirable results.

Lost Rider · May 30, 2012, 11:42 AM

They really could have cleaned the carpet for such Apple royalty, and taken a level photograph.

Flood123 · May 30, 2012, 11:51 AM

Quote:

Originally Posted by Lost Rider

They really could have cleaned the carpet for such Apple royalty, and taken a level photograph.

Image

Might be gaffers tape to mark the stage?

kps · May 30, 2012, 11:55 AM

Quote:

Originally Posted by Flood123

When you have a client base that is using these higher end machines as a means to earn a living, it's not appropriate to leave these people in the dark. Just as apple has business plans, so do the businesses that use their machines. [...] That is if you actually care about the portion of your user base.

XServe.
FCP.
Rosetta.
XCode on Snow Leopard
Quicktime 7.
AutoSaveDestruct.
Feature removal requirements for the App Store.

I'll miss OS X, but the writing is on the wall.

Lost Rider · 12:22 PM

Quote:

Originally Posted by Flood123

Might be gaffers tape to mark the stage?

I assume it is, probably spike marks for other setups.... it's still very sloppy work by the stage manager for such an event.
Goes with the amateur vibe I get each time I see all things D with that old guy and his attitude. I can't believe Mr. Cook would give such legitimacy to him in the first place.

RalfTheDog · May 30, 2012, 01:07 PM

When half the industry stops basing their plans on copying Apple, Apple will stop worrying about keeping the competition from their plans.

old-wiz · May 30, 2012, 01:11 PM

The only place more secretive than Apple is the NSA. It boggles my mind as to how Apple could be even more secret. Are they going to force developers to live in on-campus housing surrounded by barbed wire, attack dogs, and guards with automatic weapons?

kps · May 30, 2012, 03:45 PM

Quote:

Originally Posted by old-wiz

Are they going to force developers to live in on-campus housing surrounded by barbed wire, attack dogs, and guards with automatic weapons?

Hey, it works for Foxconn.

Konrad · May 30, 2012, 04:01 PM

Hey, Apple, next month when you reveal your great secrets and pump up the hype some more, I will be skydiving in Croatia. That's MY big secret. I will be so hyped up I may even forget about your new hype.

thekev · May 30, 2012, 09:23 PM

Quote:

Originally Posted by guzhogi

This goes especially for businesses. Sure, secrecy adds to consumer excitement, but when your job depends on knowing what your suppliers are going to do, secrecy is horrible.

I have a friend who's the tech director for a school district. A few years ago, he finally convinced the school board to buy an Xserve. And then Apple reveled that they'll discontinue it a few days later.

Most companies I know (or at least their IT departments) prefer stability and planning over secrecy & hype.

This was a huge point of failure for them. They treated commercial products similar to consumer oriented products. When you require proposals, signatures, etc. it's much more of an issue. The idevices have met with greater adoption, but their upgrade cycles have been less important and far more predictable for this sector. Businesses don't care about updating IOS. It's easier to keep something stable and predictable there. If it won't meet their needs as it is, they don't buy it in the first place.

Quote:

Originally Posted by RalfTheDog

When half the industry stops basing their plans on copying Apple, Apple will stop worrying about keeping the competition from their plans.

This is ridiculously overstated. What I really hate are the side by side gif comparisons with cherry picked examples. One showed phones and tablets with half of them from the 1990s (good luck making an ARM based tablet with a pretty gui in that era). Recently we've seen the Apple vs. Braun example. It's just way too easy to make these. If you want an interesting comparison, let's see the two devices compared in use. They're not made to be decorations.

Quote:

Originally Posted by Konrad

Hey, Apple, next month when you reveal your great secrets and pump up the hype some more, I will be skydiving in Croatia. That's MY big secret. I will be so hyped up I may even forget about your new hype.

That actually sounds pretty awesome.

Konrad9 · May 30, 2012, 09:42 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.

Unless they're intentionally leaking fake parts? They could, but to what end?

the8thark · May 31, 2012, 12:49 AM

Quote:

"We're going to double down on secrecy on products."

I am very glad Cook said this. The day Apple is not as protective of their unreleased products as they are now is well that will be a very sad day one I hope never comes.

AppleMacFinder · May 31, 2012, 01:17 AM

Quote:

Originally Posted by MacRumors

They stole that from DealExtreme!

May 30, 2012, 08:13 AM	#56
mobi macrumors 6502 Join Date: Jul 2004 Location: Penn's Woods	Its no secret, we are in dire need of a MBP update Shhhhh. __________________ ShaggyMac \| Accessories Catalog Est. 2003
	0

May 30, 2012, 08:20 AM	#57
FuNGi macrumors 6502a Join Date: Feb 2010 Location: Floooriiidaa	It's too bad that All Things D couldn't provide a table for their water bottles... __________________ 3.5" iP4S; 13" MBA; 15" MBP w/SSD; 24" ACD
	0

May 30, 2012, 10:13 AM	#61
adityashah1989 macrumors regular Join Date: Dec 2008	Is there a way I can watch this whole interview? __________________ Retina MacBook Pro 15", Intel HD Graphics 4000 512MB, 768GB FD, 2.6GHz Intel Core i7, 16GB RAM ; iPhone4S 32Gb; iPad3 64Gb; iPod Nano 16Gb.
	0

May 30, 2012, 11:03 AM	#63
Flood123 macrumors 6502 Join Date: Mar 2009 Location: Living Stateside	This is unfortunate. "Double down" on secrecy? I guess this means the "we want a new Macpro" petition got it's answer in the form of a billy club to the back of the knees. Apple doesn't like being told what to do it seems, and this is the type of answer we get when we push for one. Their attitude is, it's their sandbox loaded to the brim with their toys. If we don't like it, tough turds. This would have been a great forum for Tim cook to offer a little reassurance to the Macpro base. It's a shame and a missed opportunity to show a bit of respect in my eyes. I agree with what a lot of folks have said in here already. I get the secrecy with the iphone ipad or iwhatever. It builds hype. Hype is good for sales. We get it. When you have a client base that is using these higher end machines as a means to earn a living, it's not appropriate to leave these people in the dark. Just as apple has business plans, so do the businesses that use their machines. We are meant to respect their business plans while the turn a cold shoulder to ours. How is this a symbiotic relationship? These machines require a different sort of approach. You don't sell a tractor with the same approach as a Toyota. They are two entirely different beasts. That is if you actually care about the portion of your user base. Hype doesn't sell these machines as much as necessity does. What perplexes me is we sit by and stomach it. I am guilty of this. We have all but voted on this issue already by giving them our money time and time again. If you reward bad behavior, you will keep getting undesirable results. __________________ Yada, yada, yada. Last edited by Flood123; May 30, 2012 at 11:15 AM.
	1

May 30, 2012, 11:42 AM	#64
Lost Rider macrumors newbie Join Date: Jul 2011 Location: Roadie in Motion	They really could have cleaned the carpet for such Apple royalty, and taken a level photograph. __________________ www.lostrider.com
	1

May 30, 2012, 08:37 AM	#58
SBlue1 macrumors 6502a Join Date: Oct 2008	Apple should really do more of the fake leaks, like the teardrop iPhone.
	0

May 30, 2012, 01:07 PM	#68
RalfTheDog macrumors 65816 Join Date: Feb 2010 Location: Lagrange Point	When half the industry stops basing their plans on copying Apple, Apple will stop worrying about keeping the competition from their plans.
	0

May 30, 2012, 01:11 PM	#69
old-wiz macrumors 603 Join Date: Mar 2008 Location: West Suburban Boston Ma	The only place more secretive than Apple is the NSA. It boggles my mind as to how Apple could be even more secret. Are they going to force developers to live in on-campus housing surrounded by barbed wire, attack dogs, and guards with automatic weapons?
	0

May 30, 2012, 04:01 PM	#71
Konrad macrumors 6502 Join Date: Aug 2009 Location: Bi-continental	Hey, Apple, next month when you reveal your great secrets and pump up the hype some more, I will be skydiving in Croatia. That's MY big secret. I will be so hyped up I may even forget about your new hype.
	0

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