Tim Cook: For iPhones, The Experience Is Key, Not Just a Larger Screen

[MacRumors]

At this morning's Goldman Sachs Technology and Internet Conference, Apple CEO Tim Cook spoke about a number of topics including vaguely addressing rumors of a possible future iPhone with a larger screen.

Left to right: iPhone 5, Galaxy S III, "iPhone Plus", Galaxy Note II, courtesy Marco Arment

Cook focused his comments on the user experience, saying that was more important than specifications. Answering a question about larger screen sizes, Cook had this to say (transcript from Macworld):

I don't want to say what we will do or won't do [regarding a larger screen for the iPhone], and so don't interpret anything I say along those lines. Let me go back and compare it to the PC industry for a minute. The PC industry over the years, the way that companies competed were two things: specs and price. And so people would want to say, "I've got the largest drive," or, "I've got the fastest processor," or in the camera business people began to say, "I've got the most megapixels."

The truth is, customers want a great experience, and they want quality. They want that "Aha!" moment each time that they use the product. And that's rarely a function of any of those things. These are things that technology companies invent because they can't have a great experience, and so they talk about the spec of something.

Cook went on to talk about smartphone displays, saying that "some people are focused on size." He explained that some things are more important than simply size, citing the poor color saturation and brightness on OLED displays.

And so I only bring these points up to say there are many attributes of a display, and what Apple does is sweat every detail. We care about all of them, and we want the best display. And I think we've got it. I feel great about it.

I'm not going to comment about what we're going to do in the future, because that releases our magic, and I'm not going to do that. But, you know, the customer experience is always broader than that which can be defined by a simple number.

Going back to language that he has used before, Cook said that Apple will "never ... make a crappy product." He said that for new products, Apple must design "something great, something bold, something ambitious."

One thing he didn't mention was Apple's frequent assertion that the iPhone's screen is the perfect size for "your thumb" -- the ability to hold and use the phone in one hand -- a fact that was mentioned in one of the first television ads for the iPhone 5.

Article Link: Tim Cook: For iPhones, The Experience Is Key, Not Just a Larger Screen

[GuitarDTO]

You are correct, Tim. Experience is everything.....and I want to experience a larger iPhone or I'm likely to switch when I'm due for another upgrade.

EDIT: Wouldn't mind the ability to customize more as well. I have my Macbook Pro very personalized without sacrificing anything the OS has to offer. You couldn't pry that thing from my hands if you tried. Don't feel that way about my phone.

[g0odfr1end102]

"They want that "Aha!" moment each time that they use the product"

Get working on i OS7 then.

[The Phazer]

One thing he didn't mention was Apple's frequent assertion that the iPhone's screen is the perfect size for "your thumb" -- the ability to hold and use the phone in one hand -- a fact that was mentioned in one of the first television ads for the iPhone 5.

I imagine that's because it's bollocks.

[bennyboy34]

I haven't had an 'Aha' moment while using an Apple product for a while now..

[bradgfromboo]

Aha. This is the same Os since 2007...get real. More like blah hah... Boring...

[auero]

I hope iOS 7 makes me say "Aha!".

An option for a bigger screen though be nice for me personally.

[Santabean2000]

A-ha. Yeah, not since the launch of the iPhone 4.

Camon Apple, bring it.

[Zudeo]

I'm more interested in iOS 7 over a new phone. Now, if they overhauled the OS and took advantage of the larger screen and come out with some groundbreaking new feature, then maybe I'd give it a go.

[tigertazz]

Not since the "one more thing..." Has there been an Aha moment.

Apple are getting predictable. Where's the ambition gone?

[AHDuke99]

I said aha when I saw my portfolio this morning. AAPL down another $12.

[camnchar]

I felt that "Aha!" for the first few months of using a Retina display. Now I'm ruined for everything else. Thanks a lot, Tim.

[tigres]

If not a larger screen Tim, you better bring it with iOS 7- and you better hit it out of the park.

[PPFee]

Originally Posted by bennyboy34

I haven't had an 'Aha' moment while using an Apple product for a while now..

Just navigate on an ipad 3 to any of the HTML5 retina optimized Porn sites, an 'aha' moment will most likely follow

[iChrist]

Originally Posted by bennyboy34

I haven't had an 'Aha' moment while using an Apple product for a while now..

haha.

Apple, went from market leader to follower in record time. Giving MySpace a run for their monies..

[Rogifan]

Originally Posted by tigertazz

Not since the "one more thing..." Has there been an Aha moment.

Apple are getting predictable. Where's the ambition gone?

The only thing predictable are the comments here these days.

[TouchMint.com]

Originally Posted by GuitarDTO

You are correct, Tim. Experience is everything.....and I want to experience a larger iPhone or I'm likely to switch when I'm due for another upgrade.

EDIT: Wouldn't mind the ability to customize more as well. I have my Macbook Pro very personalized without sacrificing anything the OS has to offer. You couldn't pry that thing from my hands if you tried. Don't feel that way about my phone.

That would be mega cool if they were the first to go with building a custom phone like you build your imac. pick out your hd ram processor etc..

[Moonjumper]

Originally Posted by g0odfr1end102

"They want that "Aha!" moment each time that they use the product"

Get working on i OS7 then.

It is pretty certain they have been working on iOS 7 since iOS 6 came out.

I think there is likely be be a change in approach with iOS 7 given that Jony Ive has taken on software design responsibility. I am very interested to see what appears.

[cdmoore74]

Confirmation that Apple is releasing a 5s and that I'm staying with Android. Getting Apple to release a larger phone is like pulling teeth.

[bushido]

Originally Posted by PPFee

Just navigate on an ipad 3 to any of the HTML5 retina optimized Porn sites, an 'aha' moment will most likely follow

LOL! thx for the laugh

---

never understood the marketing aspect of using just one hand. i never use my iphone with lne hand ... my hand would turn numb after 5 minutes

[jmgregory1]

If you're "bored" with iOS and Apple in general and you're not getting the aha moment any more - switch to Android. You'll get that aha moment each time the device does what you want it to, if you can get it to do what you want it to.

Apple doesn't need to add animated icons or active weather lock screens - those kind of things are great if you're so bored you need your device to entertain you, but if you actually use your device these things seem rather pointless. Apple created such a simple OS that only takes a swipe and a click or two to get to things that can entertain you - and that's just too much work for people?

I'd hate to see how you act when it's time to open presents - and waiting for the microwave to heat up a bowl of soup must be physically painful. How can anyone be expected to wait 90 seconds for soup to heat up. But hey, while you're waiting you can stare at your Android device while it shows you it's raining outside with animated clouds and rain on the lock screen - because you don't have time to look out the window...

[GuitarDTO]

Originally Posted by Moonjumper

It is pretty certain they have been working on iOS 7 since iOS 6 came out.

I think there is likely be be a change in approach with iOS 7 given that Jony Ive has taken on software design responsibility. I am very interested to see what appears.

I love Jony, but at this point I'm skeptical as to what he will bring to iOS 7. I don't want re-designed app logos with the most subtle curvacious beautiful chamfered edges that invoke emotions I wasn't aware I had by looking at them.....I want the ability to customize the look, widgets, and perhaps even more fluid transition between some of the most used apps ala what Blackberry is bringing to the table. I want a Blackberry iNote.

[blackhand1001]

Translation: Our OS doesn't scale to resolutions and screen sizes without developers have to rewrite their apps so I will make excuses why we don't offer other screen sizes.

[prowlmedia]

Originally Posted by iChrist

haha.

Apple, went from market leader to follower in record time. Giving MySpace a run for their monies..

Well not really... Still the most market share in most countries. Android is not the market. It's the many, many disparate, divorced and unsupported Devices that make up android. Samsung HTC et al.

And if you really think that HTC Sense, and Samsung TouchWiz are usable interfaces then off with you ( Raw Droid is pretty nice tho )

And if you are talking about the money market - then you know nothing. 0

[srxtr]

I wonder if anyone at Apple is actually using Android to compare or are they all using iPhone assuming they're still the best?

There's a reason why Android is slowly taking over.