Last year, Apple CEO Tim Cook spent a lot of time answering questions about
how Apple would be different from what it was under Steve Jobs, and just how he
would continue Jobs’s incredible legacy.
Cook’s appearance at D10 served as a chance for the executive to introduce
himself and share his vision for where Apple was headed in terms of products as
well as its plans to continue to be a good corporate citizen committed to the
human rights of its workers and, if possible, to build some of its products in
the U.S.
Fast-forward a year, and there are lots of new questions for Cook. The
Apple CEO finds himself defending the company’s tax policy, fighting a declining
stock price, dealing with a number of antitrust issues and facing questions
about just how Apple will stay ahead of always-intense competition.
And, of course, one thing hasn’t changed. Tech watchers still hang on
Cook’s every word, and scrounge for any tidbits that might indicate just what
phone, computer, TV or watch might be coming next from Cupertino.
With that as backdrop, Cook is the opening speaker Tuesday night for the
D11 conference, which runs through Thursday. An hour of Cook’s time is
apparently worth several hundred thousand dollars, but we’ll serve him up here
for free.
Check back around 6 pm PT for our live coverage of Cook’s interview with
Walt Mossberg and Kara Swisher.
6:07 pm: Things haven’t quite started. But you are in the right place.
6:11 pm: And #D11 is under way. News Corp. exec Raju Narisetti is doing the
big welcome.
6:14 pm: Time to sit back and enjoy the show, Narisetti said. Or, for
Sheryl Sandberg, lean in and enjoy the show.
Enter Walt and Kara, wearing D sunglasses. No marching band this year.
Walt jokes that Yahoo has just bought AllThingsD parent News Corp.
“That’s not a good thing for me,” Kara said.
Walt shows the revamped AllThingsD logo in Yahoo purple.
6:16 pm: Okay. Enough pleasantries. Tim Cook comes onstage.
6:17 pm: First question is from Walt. Samsung is gaining in phones. Various
governments are asking questions. The stock is down a bunch. There’s a sense
that you may have lost your cool.
Kara: Or we can start with taxes.
Walt: Is Apple in trouble?
Tim Cook: Absolutely not.
“We are a product company so we think about products,” Cook said, noting
that the company sold 85 million iPhones last quarter; iPad, 42 million. More
important, customers love them.
Customer satisfaction numbers are off the chart, and the usage numbers,
based on Web traffic, far outpace its market share.
6:20 pm: I look at that and say, I feel pretty good.
6:20 pm: Cook: From my point of view, over my long tenure at Apple, not as
CEO, we’ve always had competent rivals. We fought against Microsoft — still
fight against Microsoft, particularly in the PC space.
We fought against hardware companies thought to be really tough, like
Dell.
We’ve always suited up and fought.
Apple has always had competition to focus on, but our North Star is always
on making the best products. We always come back to that. We want to do the best
phone, the best tablet, the best PC. I think we’re doing that.
6:22 pm: If you look at the stock, which is a lot of what people focus on,
the stock price has been frustrating. It’s been frustrating for investors and
for all of us. This, too, is not unprecedented.
The beauty of being around for a while is you see a lot of cycles. At the
end of 2007, Apple’s stock price was $200. It was $75 a couple years later.
The culture is all still there, and many of the people are still there. We
have several more game changers in us.
Kara: Let’s go through them. You talked last year about television.
Cook: We’re still playing in TV through Apple TV. For several years we were
selling a few hundred thousand. We’ve now sold 13 million — about half of those
in the last year.
It’s been good for customers, but also for learning for Apple. Customers
would agree there are things about television that aren’t so great.
We answered some of those — clearly not all of those through Apple TV.
6:28 pm: Kara: Some people in Hollywood are feeling more confident against
Apple.
Walt: Are they holding up your TV project?
Cook: I don’t want to go into detail, as you might have guessed. But it
continues to be an area of great interest.
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