Apple CEO Tim Cook: 'We're Not in the Junk Business'

Apple CEO Tim Cook, Software Chief Craig Federighi, and Head of Design Jonathan Ive, discuss strategy, market share, and the new iPhones in an interview with Bloomberg Businessweek.

The lengthy report is worth a full read but here are some highlights of the remarks made by Cook.

On Capturing Market Share:
“There’s always a large junk part of the market,” says Cook. “We’re not in the junk business.”
“There’s a segment of the market that really wants a product that does a lot for them, and I want to compete like crazy for those customers,” he says. “I’m not going to lose sleep over that other market, because it’s just not who we are. 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.”


On Releasing a Low-Cost iPhone:
“We never had an objective to sell a low-cost phone,” says Cook. “Our primary objective is to sell a great phone and provide a great experience, and we figured out a way to do it at a lower cost.”

On Microsoft's Acquisition of Nokia:
“Everybody is trying to adopt Apple’s strategy,” Cook says in regards to the acquisition. “We’re not looking for external validation of our strategy, but I think it does suggest that there’s a lot of copying, kind of, on the strategy and that people have recognized that importance.”

On Apple's Stock Price:
“Am I happy about that? No, I’m not,” Cook says. “You have to bring yourself back to, ‘Are you doing the right things?’ And so that’s what I focus on, instead of letting somebody else or a thing like the market define how I should feel.”

You can read the full report at the link below...


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