Tim Cook: ‘We’re never going to make the most personal computers, but we are going to continue to make the best’

Apple CEO Tim Cook is currently onstage at the D10 Conference.

On his time as Apple CEO so far, Cook said, “I’m loving every minute of it.” Cook told interviewers Walt Mossberg and Kara Swisher, that he’s never been as amazed by all “the things I cannot talk about today.”

As for the Mac, Cook noted that Apple’s personal computer continues to outgrow the PC market quarter after quarter. Mossberg noted that is admittedly from a small base, to which Cook responded, “We’re never going to make the most personal computers. I don’t see that. But we are going to continue to make the best.”

Cook also said that he subscribes to the notion that ‘to whom much is given, much is expected.’ In that spirit, Apple’s program to match employee charity donations allows the company to do good without having to form lots of committees, etc. Cook told Mossberg and Swisher, “I think we can do even more so we are looking at some things. Maybe that is a change.” Cook also said that Steve Jobs knew about the matching gift program and “he was for it.”

Cook also noted that last year Apple sold 2.8 million Apple TV units. This year, in the first five months, Apple’s already sold sold 2.7 million Apple TVs. Cook also said he was doubling down on product secrecy and that he wears a Nike+ FuelBand.

Live coverage with photos via AllThingsD right here.


  1. “You could have an ‘S’ on your chest and a cape on your back and not be able to do it all.”

    I think it is a strange choice to reference the villain Syndrome from the Pixar movie, The Incredibles.

  2. Refreshing to hear a CEO speaking reality rather than rhetoric. Of course some will call it defeatist.

    But why pursue market share in the dying PC sector when you can define and dominate the post-PC market?

    1. @Johnny AppleSeed

      I only think it would be defeatist if anyone seriously believed that Apple was going to take over the PC market any time soon.
      Besides which, he said that they would never sell the most PCs. He didn’t say that they wouldn’t make the most money selling less of ’em.

  3. “Cook also said that Steve Jobs knew about the matching gift program and “he was for it.””

    Of course Jobs knew — he was the CEO at the time of Japanese flood and nuclear disaster last time, and he sent letter of support to Apple’s Japanese employees, and signed matching program about donations.

      1. Talk about a Reality Distortion field, you hit the low end of it muppetgate…

        Nice to know you have an inside track on the personal dealings of Steve Jobs and Tim Cook….. NOT

        Always a few.

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