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Apple COO Tim Cook speaks about iPad CPU, company strategy

updated 06:35 pm EST, Tue February 23, 2010

Exec reiterates stance on Apple TV

Apple COO Tim Cook on Tuesday spoke about a variety of topics, including the iPad and business strategy, during his keynote at Goldman Sachs' technology conference in San Francisco. The executive claims he has been using the iPad for six months and "can't wait" for it to begin shipping.

"What you are seeing with Apple is that the Mac OS is amazingly scalable," Cook says, referring to its use "from the iPod touch, to the iPhone, to the iPad, to the Macintosh."

Confirming speculation, the executive admitted that Apple had to make its own iPad processor to meet a strict set of specifications. "We felt we had the best knowledge of what we wanted the silicon to do and were in the best position to do it ourselves, rather than going to someone else offering something that wasn't exactly what we wanted," he said.

Cook reiterated the company's stance on Apple TV, claiming the device still represents "a hobby, but our gut says there's something there." Although Apple is said to have no interest in entering the TV market, it will continue to invest in Apple TV.

Answering questions regarding the exclusive relationship with AT&T for Internet service on the iPad, the executive pointed to Apple's experience with the iPhone. Although multi-carrier models in certain countries greatly increased potential sales, Apple has maintained that it is not the best strategy for every company. Cook claims AT&T's pricing on the iPad is "truly revolutionary," although he declined to speculate "on what someone else might have to do to join the party."

"We've said no to a lot of good products, great products even, in order to remain focused," Cook said, speaking in general terms about the company's strategy. "That focus is so ingrained that the management team would never let hubris take hold."

by MacNN Staff





  1. chas_m



    Never say never, but ...

    ... on the whole I agree with Cook's comments.

    This is a guy more Mac nerds should be paying attention to, as he's the one who is really running Apple, leaving Steve free to obsess on design. :)

  1. TomSawyer

    Joined: Dec 1969


    He's no Ballmer

    I can think of no greater compliment.

  1. testudo

    Joined: Dec 1969



    I can't believe he 'can't wait for it to ship'. I never expected an executive from a company to spout such praise about one of their products!

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