Cook, speaking at the Goldman Sachs Technology and Internet Conference in San Francisco, addressed Wall Street analysts and investors for the second consecutive year. Generally, Cook was much more open with investors and former CEO Steve Jobs.
The general theme of Cook is that Apple does not buy the limits of large numbers and existing markets namely a --- --- tablets and smartphones that can continue to grow.
Cook covered the following topics as repeatedly stressed that Apple can continue to grow:
According to Cook, the tablet market is a huge opportunity for Apple and the iPad is the poster child for the post-PC era. "This creates an experience that is drawing down," said Cook. He added that more iPads were sold than PCs. "We are in the first innings of this game," said Cook. "You can see whole Apple (with the iPad. "
Cannibalization. Cook said he was questioned about the cannibalization of products repeatedly. Whether iMac or PowerBook kill the iPad kill the Mac. "If we do not cannibalize someone else will," said Cook. He added that the iPad can poach from the Windows ecosystem for years to come. "If companies worry about cannibalization, it is the beginning of the end," said Cook.
The PC market has contributed to two things --- specifications and price. "Customers want a good experience, quality and aha moment," said Cook. Companies that speak specifying something hiding the fact that their products do not provide a great experience. He added that nobody cares about speed chip Apple, pixels on a screen and other specifications. Display comments have been hit in the war OLED spec. "The only religion that we have is that we need to do something big," said Cook. "We will not be a product of shit."
"The old model of each do a little something is done. Apple can do better than anybody integration, "said Cook, referring to the partnership model of the PC market.
Can Apple platforms in the world? Cook was asked whether Apple can make cloud services in emerging markets, which limit the content and music purchases. "Our App Store works in 155 countries," said Cook. iTunes, iCloud and iBooks also operate in many countries. "I really feel like we made significant progress last year in building our infrastructure in the world," said Cook. "Our intention is to have all our ecosystem."
The retail strategy. Cook said that Apple continues to grow its retail footprint. "There is no better place to discover and explore our retail products," he said. "This is the best retail experience. You realize the experience is not for sale, but to serve. It helps you get the most out of your products. "Cook said tray is not the correct term. Outlets are at the heart of Apple headquarters in Cupertino not. Apple will also retool and expand stores as well as add to the list of retail, he said.
Apple, innovation is rooted in the culture. "Innovation is stronger than ever and in the DNA of the company," said Cook. "Apple is the center of innovation." He said there is no set formula for innovation and if there was a business with lots of money would buy it. Innovation is about the skills and leadership. "Apple has expertise in software, hardware and services. The model grew the PC industry where specialized companies. This model does not work for what consumers want today, "Cook said." Consumers want to experience elegant. " The real magic happens in the integration of hardware, software and services. "I think we are without equal in that," said Cook.
Apple has paid developers $ 8 billion, up from the previous record of $ 7 billion.
Would Apple make a major acquisition? "We have an average acquisition almost every two months (for three years)," said Cook. Such companies usually have engineers and intellectual property rights. Semiconductor PA is an excellent example of an acquisition of Apple well. PA Semi has become the engine of Keys iPhone, iPad and iPod.
The law of large numbers, Apple does not believe in limits. "It is because of what Apple has been able to do many things over the years," said Cook. He added that when it zooms out, he sees a growing market that Apple can deal with smartphones and tablets. "All phones will be smartphones," said Cook. has called the best smartphone market constantly and noted Apple has many up in China, ecosystem application and global expansion. "iPhone is only available for 50 percent of subscribers in the world," he said.
Regarding the cheap phones, Cook said: "Our polestar is a good product." "We would not do anything we considered a cheap product," said Cook. "That said, we doing things to please people more price sensitive. " An example is the decline in prices for the iPhone 4 and 4S. Cook added that Apple has failed to offer the iPhone 4. "We have taken steps to make things more affordable," he said.
Cook said Apple is a Mac, but cheaper is not able to deliver a good product. On Apple has solved the problem sub-$ 1000 PC with the iPad.
He countered the argument that Apple had a mentality of depression on cash --- an accusation by investor David Einhorn Greenlight Capital. Cook said that Apple is investing in supply chain R & D, stores, and is also financially conservative. "A company that invests a pair of 10s over two years ($ 10 billion in capital expenditures) does not have a low pressure state of mind," said Cook. "We have a little money, but it is a privilege to be in this position to seriously consider returning additional cash to shareholders. "Cook added that the board is in deliberations.
Cook said the cash is debate about the rights of shareholders. Apple is looking for things to improve governance further, Cook said, responding to the din of business practices through trial Greenlight preferred shares. He said Greenlight trial on cash Apple is a "sideshow stupid" and the money used to pay lawyers should be given to a better cause.
