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This is Tim: Apple CEO talks at investment conference

Macworld staff | Feb. 15, 2012
On Tuesday, Apple CEO Tim Cook spoke at the Goldman Sachs Technology and Internet Conference, where he was interviewed on stage by Bill Shope, Goldman Sachs's IT hardware analyst.

It's amazing how the product has captured so many people--you're using one, my mother's using one, my seven-year-old nephew uses one. I to go the gym in the morning, the trainer's using one. At Starbucks, I look around--everybody has one, reading their newspaper or whatever. In education, it's being used; in the enterprise, it's being used in big numbers. From my point of view, it's the fastest adoption across a wide range that I've ever seen before.

On competition in, and the future of the tablet market

You know, we started obviously in Apple using the iPad well before it was launched. Of course, we had our shades pulled and everything so nobody could see us. What I started noticing about my own personal behavior, it quickly became 80 to 90 percent of my consumption and work was done on the iPad.

Honestly, from the first day it shipped, we thought--not just me, many of us thought at Apple--that the tablet market would become larger than the PC market, and it was just a matter of the time that it took for that to occur. And I feel that stronger today than I did then. Because as I look out and I see all of these incredibly usages for it, and I see the incredible race and pace of innovation, and the developers.

If we had a meeting today in this hotel and we invited everybody that's working on the coolest PC apps to come to the meeting--you might not find anybody in the meeting! But if you did that same thing for iOS or that other operating system, and said everybody that's working on this come, you couldn't get everybody in those hotel. You'd have somebody covering every square inch here. That's where the innovation here. That doesn't mean the PC is going to die; I love the Mac! And the Mac is still growing, and I think it can still grow.

But I strongly believe the tablet market will surpass the unit sales of the PC market, and it's just a matter of the rate and speed and time that that happens. It's too much of a profound change in things not to, I think. Anyway, that's my opinion--people can always disagree. I feel strongly about it, if you can't tell.

On product pricing

Price is rarely the most important thing. A cheap product might sell some units and somebody may get it home and you know, they feel great when they pay from their wallets, but then they get it home and use it, and the joy is gone. And the joy is gone every day that they use it and that's why they're not using it anymore! [laughter] You don't keep remembering "Oh, I got a good deal," because you hate it! [laughter]


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