Tim Cook Promises To Double Down On Secrecy, Siri
May 30, 2012

Tim Cook Promises To Double Down On Secrecy, Siri

Michael Harper for RedOrbit.com

Apple CEO Tim Cook just wrapped up his interview at this year´s All Things D conference hosted by the Wall Street Journal´s Walt Mossberg and Kara Swisher. The event kicked off the D Conference, which is taking place this week in Rancho Palos Verdes, California.

The late Steve Jobs was subjected to the “hot seat” before, and as it turns out, the new CEO of the world´s largest and most valuable tech company in the world is a good guest to interview. Mossberg and Swisher asked Cook a sundry of questions, ranging from the iPad to Steve´s legacy and – sadly – about the Rumored Apple Television.

Cook seemed to be cool and easy during these questions, even channeling Jobs a few times in the way he diverted a question or answered it directly. During his interview, Cook made several interesting claims, including Apple´s renewed commitment to secrecy and a further rollout of Siri and Facebook integration.

This shouldn´t come as a surprise to anyone, but Cook didn´t announce any new product, nor did he leak any information about any rumored product. This didn´t stop Walt from asking the silly and obvious questions, however. Whether he pursued these questions out of a personal sense of duty or to try and shake Cook, Mossberg insisted on asking questions like “Are you going to make a TV?” and “Will there ever be a product made in the US?”

Questions like these at a conference such as this will never be answered by any CEO who plans to keep their job for much longer, and yet, they were asked.

No matter, Cook turned these questions around, mentioning Apple´s plans to “double down on secrecy on products.”

As Mossberg and Swisher began to ask Cook what Apple plans to announce during the upcoming WWDC, he told them he wouldn´t give any details, saying instead: "We're going to introduce some great stuff. I think you're gonna love it."

While Cook didn´t want to talk about future products, he did mention the company is striving to become more transparent on their supplier relationships.

Cook used the phrase “double down” once more when asked about Siri, saying the company has a lot of people working on the feature.

“I think you'll be really pleased with some of the things coming over the coming months. The breadth of it. We have a lot that Siri can do.”

These reports are in line with other reports from earlier this month about open APIs for developers to integrate Siri into their apps as well as bring Siri to the iPad.

Mossberg then asked Cook how the relationship between Apple and Facebook was getting on. Cook said he admired the company and, when he was pressed further about the lack of Facebook integration, Cook replied “Stay tuned on this one.”

When asked about the Rumored Apple Television, Cook remained tight-lipped, but did say, “The whole TV experience“¦it's an interesting area. We'll have to see what we do. Right now, our contribution is Apple TV.”

Cook then said the company would have to “keep pulling the string to see where it goes” in terms of continuing work on the Apple TV.

Cook also made some interesting statements concerning Apple´s recent patent litigations and the state of mobile patents as we know it.

“The worst thing in the world that can happen to you if you're an engineer and you've given your life for something is for someone to rip it off and put their name on it,” said Cook.

He continued, “What I'm saying is, Apple has not sued anyone over standards essential patents that we own, because we view that it's fundamentally wrong to do that. The intention was some payment be made. And we can always argue about the payment, and there has to be a forum for resolving those disputes.”

“The problem is, if you add up what they say the patents are worth, nobody could be in the phone business. So it's kind of gotten crazy. Some of this is maddening, it's a waste, it's a time suck, however, does it stop innovation? It's not going to stop us from innovating, no. But it's overhead that I wish didn't exist.”