Tim Cook opened the Wall Street Journal's D10 conference last night with a discussion that touched on Siri, manufacturing in the U.S., Steve Jobs, and what we might see from Apple in the future.
On that point, actually, Cook was - not surprisingly - rather tight lipped. Apple is "going to introduce some great stuff. I think you're going to love it," Cook said, as reported by PCMag's Michael Miller, who is covering D10.
Will that include an Apple-branded TV set? Cook refused to say, but he acknowledged that Apple was interested in improving the TV experience. Don't expect any original programming from Cupertino, however; Cook said Apple should partner with content creators instead of directly creating or funding content.
Whatever comes out of Apple, the company will be "doubling down" on product secrecy, Cook promised.
Siri
"Customers love it," Cook said. It's one of the most popular iPhone 4S features, and he promised upgrades over the next few months.
Facebook
Why did Apple partner with Twitter and not Facebook? Cook insisted that Apple has a strong relationship with Facebook and wants iPhone and iPad users to have "the best experience" on the social network. What that means is anyone's guess at this point. "Stay tuned," Cook teased.
Steve Jobs
Cook said he does not intend to replace Steve, but simply wants to be a great CEO for Apple. From Jobs, "I learned that focus is key, not only in running a company but in your personal life as well," he said. "You can only do so many things well." Even Cook was not immune to Jobs's charms; the late Apple co-founder convinced a skeptical Cook to join Apple in just five minutes.
Manufacturing
Apple has many talents, but manufacturing is best left to partners, according to Cook. That being said, the "engine" of the iPhone and iPad is produced in Austin, referring to the Samsung plant that makes the A5 and A5X processors. Ideally, there would indeed be an iPhone made in the U.S., but not at this point, Cook said.
Patent Wars
The patent lawsuits are "maddening, a waste, and a time-suck," but it isn't going to stop Apple from innovating, Cook said. He called out companies - presumably Samsung - that go after standards-essential patents, or those that are essential to the operation of key technology and should be licensed, not litigated.
For more, see the video highlights from D10 below.
Image: Michael Miller
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