Tim Cook Talks iPad Pro, Apple Watch Sales, Apple TV, and More


“I think if you’re looking at a PC, why would you buy a PC anymore? No really, why would you buy one?”, Tim Cook asked Telegraph reporter Allister Heath, who sat down with the Apple CEO in London yesterday for the launch of the iPad Pro.

During the interview they discussed multiple topics, such as how the iPad Pro will affect iPad sales. Apple knows the new iPhones and, now, the giant iPad are having an irreversible effect on iPad mini sales, but he is confident that demand won’t fall to zero.

“ I think it clearly created some cannibalisation – which we knew would occur – but we don’t really spend any time worrying about that, because as long as we cannibalise [ourselves], it’s fine,” Cook laughs.

Speaking about the Apple Watch, Cook says sales are going well and that Apple will set a new sales record this quarter. He emphasized the wearable’s health benefits, suggesting that more health-related features are coming. However, he doesn’t want to put the Watch through the Food and Drug Administration (FDA) process, because it would hold back innovation:

 I wouldn’t mind putting something adjacent to the watch through it, but not the watch, because it would hold us back from innovating too much, the cycles are too long. But you can begin to envision other things that might be adjacent to it — maybe an app, maybe something else.”

He also underscored his previous statement about Apple’s commitment to privacy: “Any backdoor is a backdoor for everyone. Opening a backdoor can have very dire consequences,” he said.

“To protect people who use any products, you have to encrypt. You can just look around and see all the data breaches that are going on. These things are becoming more frequent. They can not only result in privacy breaches but also security issues. We believe very strongly in end to end encryption and no back doors,” Cook warns. “We don’t think people want us to read their messages. We don’t feel we have the right to read their emails.”

Besides the new iPhones and the new iPad Pro, the company has also refreshed the Apple TV, and customer response is very positive, Cook added. “We got out of the shoot extremely strong; very strong in the first few days.”

To read the full interview just follow this link.