By Jim Karpen on Fri, 12/07/2012
Apple CEO Tim Cook was interviewed by Brian Williams yesterday on NBC — his first TV interview since becoming CEO last year. The full video is now available online. Of course, everyone is wondering what Apple's next big thing will be and whether they'll come out with a television. Cook's response was that a television is an "area of intense interest" for Apple. But he said he couldn't comment further. Of course, just that little tidbit has Apple fanboys salivating. And some used their best exegesis to note that Apple has graduated from referring to their focus on TV as "a hobby" to an "intense interest" — which must, of course, mean that we'll see an Apple television next year. Cook did also make it clear that he's not at all impressed with the state of TV technology today, saying, "When I go into my living room and turn on the TV, I feel like I have gone backwards in time by 20 to 30 years."
This tidbit aside, the interview was reassuring. Another question on everybody's minds is whether Cook will be able to fill the shoes of the late Apple founder Steve Jobs. Cook said that Steve Jobs made a concerted effort to prepare Cook to be his own man. Jobs told Cook, "I never want you to ask what I would have done. Just do what’s right." Cook said that Jobs's attitude removed a tremendous burden from him, and was Jobs's way of making sure that Apple wouldn't be burdened by the past.
In addition, Cook's comments indicate that he's very clear on the fact that one of the reasons Apple has been so successful is that the company has maintained a laser focus on a very narrow product line. It not only fosters greater efficiencies in production, but also focuses the talent within the company. And also research has found that consumers actually buy more when there aren't too many choices. Cook said, "We’re very simple at Apple. We focus on making the world’s best products, and enriching people’s lives." He agreed with the suggestion of Brian Williams that Apple wouldn't want to make the mistake that Sony made of trying to have too diverse a product line.
You can read a transcript on the LA Times website. Or watch the full video below.