Tim Cook: “We Have Zero Issue Coming Up with Things We Want to Do”

Apple this year is expected to unveil its much-rumored iWatch

By on January 28th, 2014 13:51 GMT

Fending off criticism that Apple’s pace of innovation seems to have slowed, CEO Tim Cook noted during yesterday’s conference call that innovation was “deeply embedded” in the company.

Not only that, but the company doesn’t have a problem doing what it does, according to Cook’s comments. The CEO suggests Apple doesn’t chase after every potential market disruptor and instead focuses on the things that deserve attention.

“There's so much of the world that is full of very complex products. We have zero issue coming up with things we want to do. We must focus on the very few that deserve all our energy. We’ve always done that and we continue to do that,” Cook said.

Apple this year should unveil not only a smartwatch but also an updated Apple TV, according to numerous rumors.

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Tim Cook, Apple CEO
   Tim Cook, Apple CEO