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

MacRumors · May 29, 2012

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.

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."

Shasterball · May 29, 2012

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 · May 29, 2012

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.

caligomez · May 29, 2012

Doubling down, eh?

Hear that, China? You're about to feel the wrath of Cook..

lifeinhd · May 29, 2012

Oh no! He's going to put MR out of business, and then how shall I waste away the hours at work?

Cougarcat · May 29, 2012

Bad news for MacRumors!

/s

Ca$hflow · May 29, 2012

Double down!? And how would he possibly do that?

clibinarius · May 29, 2012

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.

Peace · May 29, 2012

Ca$hflow said:
Double down!? And how would he possibly do that?

I dunno but he said those words three times.

nfl46 · May 29, 2012

Lol, is that even possible for Apple to double down?

afin · May 29, 2012

I feel that secrecy adds to the appeal. It's all in the chase...

Anti-Lucifer · May 29, 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.

HiRez · May 29, 2012

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.

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 · May 29, 2012

The rumour level can remain constant if they release twice as many products

lifeinhd · May 29, 2012

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!

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

ebiggz · May 29, 2012

Kinda funny he says this the day possible photos of the new iPhone leak.

Spectrum Abuser · May 29, 2012

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.

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.

LEgregius · May 29, 2012

"The more you tighten your grip, Cook, the more star systems will slip through your fingers."

Peace · May 29, 2012

Spectrum Abuser said:
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.

silroc · May 29, 2012

Never split tens. Aces and 7's all the time!

Kentochan · May 29, 2012

Maybe Apple should leak a ton of random parts to camouflage the real thing.

MartiNZ · May 29, 2012

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

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

Thunderbird · May 29, 2012

I guess MR will have to double down on rumors then.

ChrisTX · May 29, 2012

So did he just confirm that todays iPhone leaks were in fact real? If so, when's the preorder?

SteveAbootman · May 29, 2012

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.

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

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