updated 08:37 am EDT, Thu September 19, 2013
Apple executives promote new iPhones
Apple CEO Tim Cook has shed light on the company's smartphone strategy and his own take on the competition, namely Google's Android OS. In an interview with Bloomberg, the executive dismisses the threat posed by the inevitable "junk part of the market" against the company's new iPhone 5s and 5c handsets that were introduced last week.
Rumors pointing to a cheaper iPhone have persisted for years, however the colorful iPhone 5c only shaved $100 off the subsidized price of the upgraded iPhone 5s. Cook argues that Apple is "not in the junk business," aiming instead to satisfy customers who want a product that "does a lot for them."
Cook attempts to reframe some of the market-share data that shows Android in a clear lead, arguing that iOS devices dominate mobile Internet activity and "you can't enrich somebody's life if a product is in a drawer." The executive further claims that most Android devices end up running an OS "three or four years old" by the time a user is done with the device.
"I'm not going to lose sleep over that other market, because it's just not who we are," Cook says. "Fortunately, both of these markets are so big, and there's so many people that care and want a great experience from their phone or their tablet, that Apple can have a really good business."
The company's senior vice president of design, Jony Ive, also talks frankly about collaboration between internal divisions, highlighting his partnership with chief designer Craig Federighi following the ouster of iOS head Scott Forstall. Ive cautions against holding "your opinion" as superior when attempting to effectively work with others.
The design executive makes an indirect dig at Samsung, noting that Apple didn't "start opportunistically with 10 bits of technology that we could try to find a use for to add to our features list" when developing the new iPhones.
Despite the iPhone's success, Cook admits that many observers are disappointed when the company does not unveil a groundbreaking product. He reflects on the necessity to remember "Are you doing the right things?" rather than allowing someone else or the market influence product development.