Apple CEO Tim Cook on challenge of keeping company cutting edge (with video)

In case you, or your DVR, missed it last night, here’s NBC News interview with Tim Cook.

Steve Jobs’ hand-picked successor, current Apple CEO Tim Cook, talks exclusively to Rock Center Anchor and Managing Editor Brian Williams about Apple’s battle with Samsung, glitches with their maps app, the prospect of Apple TV and the challenge of keeping Apple cutting edge.

Our whole goal in life is to give you something you didn’t know you wanted and then once you get it, you can’t imagine your life without it… and you can count on apple doing that. – Apple CEO Tim Cook

Part 1:

Part 2:

Direct link to video here.

MacDailyNews Take: Cook and Apple come off very well in this piece. Good job, Tim!


  1. What I got from Tim Cook was .. Apple is poised to do for television, what they did for the music industry .. reinvent it..
    Seems, it’s just a matter of getting their ducks in a row..
    Here’s hoping they make the cable and satellite companies irrelevant

  2. Well, given today’s AAPL performance, this didn’t work and with Tim at the helm, it isn’t ever going to work. The most insightful thing Brian Williams mentioned, twice, is that people are already seeing Apple “fade away into irrelevance”. And, I thought it was the WOW! moment of the interview when Brian confirmed that, if Apple had not quit making serious Mac computers, the big media giant, ABC, would be running them today instead of having to keep on depending on the PCs that they “have to use for work”. The blunder of the century was for Apple to abandon the MacPro.

    1. You may be right, but that seems like an easy problem for Apple to fix. A giant desktop including everything and the kitchen sink must be 1000x easier to engineer than all the streamlined & thin computers Apple has been focusing on. Here’s to hoping the new Mac Pro is get released early in 2013.

      1. Hmm… the Mac Pro is a giant desktop, popular with TV & film & music companies which are mostly in America. The size makes it more expensive to ship overseas. The large size also makes it easier to assemble with the large hands of a well-fed all-adult workforce. I think I figured out which Macs are going to be manufactured in the USA!

  3. Made sure to tivo it, and watched it later that night. It was cool seeing the excitement that Apple brings everyone at their stores. Couple of people asked for an autograph from Tim Cook, and gushed about how big a fan they were of him, …..its so unlike Ballmer and Windows….

  4. Please note, the interviewer is more interested in the sound of his own voice than hearing what his interviewee has to say.
    Each question has a long, verbose set up and a truncated reply.
    Journalists are so full of themselves.
    Liberalism defined.

    1. I think you’re absolutely right about the tone here.  But liberalism defined?  Info-tainment, edu-tainment, sensationalism, profit motive defined, sure.

      Broadcast journalism has become more self-important than serious, but please don’t single out liberals.  There are talking heads on the conservative side noted for being verbose and bombastic to the point where they’re not merely uninterested in what the interviewee is saying, but rudely and aggressively interrupt!

      Whether the preening, narcissistic pretensions of Bill Mahr or the obnoxious, bizarro bursts of Bill O’reilly — they’re all doing us a terrible disservice.

      Divided we fall, into a heap of hatred.

  5. I don’t think there’s a particular political dimension. I was just disappointed at the brevity of answers and the constant cutaways and soundbite nature of it all.
    There are obvious differences in methods and techniques between broadcast and print journalism. But nevertheless here in the UK, on the BBC’s or Channel 4’s business and news and current affairs programmes at least, there would have been stronger questioning and fuller answers.
    I was also concerned that the presenter made so much of the extensive negotiations that had preceded the interview. On the one hand that could be seen as transparent but if it meant that the broadcasting organisation was going to end up with something so ligh,t and which added nothing to that which was currently known then why bother?
    But then again the print/web interview on Bloomberg Business Week
    did cover some interesting stuff — including the details of intra-Apple collaboration, the Fair Labor developments, and the capital investment arm. I would have liked to have seen some questions on the ethics of corporate tax management/avoidance but I don’t suppose you can have everything.
    Comments on the refashioned exec line-up’s roles and the statements about OS X and iOS serving different needs even gave me a little hope that some of the recent Apple developments that have disappointed me may be addressed.
    Certainly if you haven’t so far invested any of your time in either of the interviews then I’d recommend Bloomberg … not Rock Center.

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