Tim Cook won’t reveal Apple’s ‘next big thing’


Apple has had a busy news week.

Over the past seven days, the tech giant has sued an Israeli software company, ramping up production of its car and announcing the launch of a DIY repair program.

Those who expected a new product announcement somewhere will be disappointed.

Learn more: Apple accelerates its autonomous car project

Asked this week by Los Angeles TV station KTLA what Apple’s “next big thing” might be, CEO Tim Cook declined to go into details.

“Of course… Apple will always have something that will be the next big thing,” Cook said when interviewed at the launch of a “reinvented” Apple store in Los Angeles. “And luckily we have a lot of things that are the big things right now.”

Cook said the company will continue to be “very focused on augmented reality, we are very focused on artificial intelligence… we are very focused on autonomy, we are very focused on all of these things that are technologies of base, and we’ll use them in various ways.

He also spoke briefly about the company’s announcement that it would start making repair kits and manuals available to customers. “Well, we realized that there were people who wanted to do this and are trained to do it. It’s the Popular Mechanics crowd, if you will, that I love and have focused on all my life.

“It feels good to publish the manuals and get the parts that allow people to do it,” he continued. “Nonetheless, if you are not comfortable with it, we encourage you to come to the Apple Store and do it for yourself. It is still the best way for most people.

Read more: Apple to offer DIY device repairs from 2022

While Apple may accommodate customers ‘wishes, it should be noted that the announcement comes following an FTC ruling that bans electronics companies from banning independent repair shops from repairing customers’ devices. .

And while this “right to repair” ruling covers a range of businesses, the FTC used Apple and its strict repair shop policies when it investigated and reported the problem.



On: It’s almost time for the holiday shopping season, and nearly 90% of American consumers plan to do at least some of their purchases online, up 13% from 2020. The 2021 Holiday Shopping Outlook, PYMNTS surveyed over 3,600 consumers to learn more about what drives online sales this holiday season and the impact of product availability and personalized rewards on merchant preferences.


Comments are closed.