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Apple CEO Tim Cook Teases the Next Tech 'Game Changers'

May 29, 2013
URL: http://www.entrepreneur.com/article/226851

If Apple chief executive Tim Cook had one message yesterday, it was this: Apple hasn't given up on creating revolutionary products.

When Cook took the stage at the 11th annual D: All Things Digital conference in Rancho Palos Verdes, Calif., he surely knew that he would face questions about Apple's declining stock price and whether the company had lost its cool factor. Apple's stock value has fallen nearly 20 percent since the beginning of the year, seemingly due to doubts about whether the company can continue to produce innovative products on the level of the iPhone and iPad.

"The stock price has been frustrating," Cook admitted during an on-stage interview with Kara Swisher and Walt Mossberg of technology site AllThingsD. "It's been frustrating for our investors and all of us."

But Cook preferred to keep the focus on products, praising Apple's track record while tantalizing his audience with hints of what is to come. Among the company's areas of interest are television and wearable computing. "We have several more game changers in us," he said.

While he called wearable computing a "profound" new area for technology, Cook also criticized Google Glass, saying its obtrusiveness and lack of style would likely limit its mainstream appeal. Nevertheless, he said that in an increasingly post-PC world, wearable tech is an important part of the computing ecosystem that includes smartphones and tablets.

Related: My First 48 Hours Wearing Google Glass

"I think what we have to do is focus on making the best products," Cook said. "And if we do that right, if we make great products that enrich people's lives, then the other things will happen."

Below are some highlights from Cook's interview:

Related: Lessons in Persuasion From Apple CEO Tim Cook