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Apple's Cook, Ive & Federighi talk iPhone 5s, iPhone 5c, iOS 7 and future products

Ashleigh Allsopp | Sept. 23, 2013
CEO Tim Cook says Apple "never had an objective to sell low-cost iPhone," talks Apple shares and rivalry

In a rare pair of interviews, Apple CEO Tim Cook, joined by head of software Craig Federighi and Apple design guru Jony Ive, have spoken out about the iPhone 5c, Android, iOS 7, innovation, collaboration and future products.

Image: Bloomberg Businessweek. We also particularly like the photographs in the cover trail, which you can see here.

Media surrounding Apple recently has frequently suggested that Apple is doomed, but Apple's chief executives aren't losing sleep over such reports, a Bloomberg Businessweek interview has revealed.

"I don't feel euphoric on the up, and I don't slit my wrists when it goes down," said Cook when asked about how he feels about Apple's stock price, which is currently around a third lower than it was at its highest point last year. "I have ridden the roller coaster too many times for that."

When Apple unveiled its iPhone 5s and iPhone 5c on 10 September, it caused Apple shares to fall by 5 per cent. "Am I happy about that? No, I'm not," Cook said. "You have to bring yourself back to, 'Are you doing the right things?' And so that's what I focus on, instead of letting somebody else or a thing like the market define how I should feel."

iPhone 5c is not junk

The iPhone 5c has received criticism due to its price, which isn't as low as previously expected. As for criticism about the low-cost iPhone 5c, which isn't so low-cost after all, starting at £469 unsubsidised, Cook said: "There's always a large junk part of the market, we're not in the junk business."

"We never had an objective to sell a low-cost phone," Cook continued. "Our primary objective is to sell a great phone and provide a great experience, and we figured out a way to do it at a lower cost."

Android fragmentation
On the subject of operating systems, Cook spoke a bit about the competition between iOS and Android, which has been hotting up with the growing popularity of Android devices such as Samsung's Galaxy line-up.

"I think its even more a two-operating-system world today than it was before," said Cook. "When you look at things like customer satisfaction and usage, you see the gap between Android and iOS being huge," he added.

Plus, Cook also highlighted statistics that suggest Android owners don't use their devices as much as Apple products. According to NetMarketShare, iOS devices account for almost 55 per cent of all mobile web activity, while Android only makes up 28 per cent of activity.


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