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Old Dec 7, 2012, 01:38 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, 01:40 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, 01:41 AM   #3
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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, 01:43 AM   #4
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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, 01:47 AM   #5
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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, 01:50 AM   #6
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Wow so scripted.

Tim Cook hasn't offered anything new. He's on a strick course of setting good PR.

Watch the post interview with Brian Williams & joshua topolskyi of the verge. They pretty much agree that Tim cook was a robot

Last edited by Radio; Dec 7, 2012 at 11:22 AM.
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Old Dec 7, 2012, 01:51 AM   #7
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I hope more products move from the slavery of china to the US and support our economy.
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Old Dec 7, 2012, 01:51 AM   #8
Michael Scrip
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Originally Posted by brianbobcat View Post

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, 01:54 AM   #9
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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, 01:55 AM   #10
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He is not inspiring.
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Old Dec 7, 2012, 02:00 AM   #11
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Is Apple getting a bit desperate now having to go on NBC to get attention...?
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Last edited by MultiMediaWill; Dec 7, 2012 at 02:19 AM.
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Old Dec 7, 2012, 02:01 AM   #12
Ivan P
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Tim Cook has been CEO for over a year and two months now, not "almost a year" as the article suggests.
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Old Dec 7, 2012, 02:02 AM   #13
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Originally Posted by rei101 View Post
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, 02:03 AM   #14
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He said this:

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.

Nice and inspiring words. Can't see them doing this with the iPhone 5.

I'll be looking at the iPhone and other products in 2013. See if he meant what he said.
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Old Dec 7, 2012, 02:04 AM   #15
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typo

"Tim Cook has held the REINS" or "Tim Cook has held reign"

Sorry. Copy editor by trade.
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Old Dec 7, 2012, 02:04 AM   #16
darster
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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.
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Old Dec 7, 2012, 02:05 AM   #17
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/\ ...have confidence, o ye of little faith...
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Old Dec 7, 2012, 02:13 AM   #18
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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, 02:16 AM   #19
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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 7, 2012, 02:18 AM   #20
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Seriously how is this guy our CEO?
Our CEO? Do you work at Apple?
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Old Dec 7, 2012, 02:25 AM   #21
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Mac Pro to be made stateside?
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Old Dec 7, 2012, 02:27 AM   #22
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I didn't watch the interview, but I watched the one with Brian Williams and Josh Topolsky. I thought it was a pretty decent exchange. Brian Williams is awesome. Josh isn't bad either, I'm coming around on him.
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Old Dec 7, 2012, 02:30 AM   #23
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"The glass on this phone is made in Kentucky."

So it's Gorilla Glass all along...
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Old Dec 7, 2012, 02:34 AM   #24
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I was hoping for a little more depth in the interview. I don't think there was much substance there.
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Old Dec 7, 2012, 02:35 AM   #25
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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.
That's spot on for me, let this be some inspiration for everyone designing products and services .
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