Apple Has “Mac of the Future Planned,” Not Giving Up on Desktop like Others [WSJ]

“A lot of people are throwing in the towel right now on the PC,” says Tim Cook

By Filip Truta on February 8th, 2014 10:04 GMT

A treasure trove of information is available in the WSJ interview with Tim Cook. Here’s one little nugget of information that suggests Apple will continue to stand out in the desktop space for many years to come.

Talking about the IT industry in general, Tim Cook reiterated his company’s stance on innovation, and how major steps must be taken at just the right time, not sooner just for the sake of market share.

Apple doesn’t want the product to suffer, and it is always looking to deliver the best products, not the most, CEO Tim Cook said.

He also promised to open up new categories of products this year, but said that Apple still had a tight grip on its existing offerings and wanted to upgrade those as well.

For example, desktop computers. While others are abandoning the PC in as the mobile computing era takes off, Apple still believes there’s a lot more to squeeze from the Mac.

“I think Apple can grow well with great improvements and new products on its existing category of products,” Cook told WSJ.

He later added, “And we haven't given up on the Mac. A lot of people are throwing in the towel right now on the PC. We're still spending an enormous amount on really great talent and people on the Macs of the future.”

Cook notes that Macs are not ordinary PCs, and that this particular segment is actually what people want from a fixed computer that you can’t throw in a bag and take it with you on the road.

“And we have some really cool things coming out there. Because we believe as people walk away from the PC, it becomes clear that the Mac is what you want if you want a PC,” he said.

KGI Securities analyst Ming-Chi Kuo might have a clue as to what Cook was talking about when he said, “the Macs of the future.” Kuo believes the Cupertino giant is prepping up a super-thin, 12-inch MacBook with a Retina display that might be released just months from now.
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