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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

"Does a unit of market share matter if it's not being used?" Cook asked. "For us, it matters that people use our products. We really want to enrich people's lives, and you can't enrich somebody's life if the product is in the drawer.""I don't think of Android as one thing," adds Cook, referring to the fragmentation of the operating system. Less than half of all Android users use "Jelly Bean," the latest Android operating system, while the remaining 55 per cent are still using the older "Gingerbread" or "Ice Cream Sandwich" versions of Android. On the other hand, 93 per cent of iOS users were running iOS 6 by the end of June, according to Apple. And what with the problems updating to iOS 7 on 18 September thanks to heavy demand, we're guessing a huge proportion of iOS users will be updating to iOS 7 soon, if they haven't already.

Fragmentation on this scale is less than ideal for developers of third-party apps, and Cook notes that, for those with Android devices unable to update to the latest version (there are a significant number of such devices still being sold in stores today) it's like "me right now having in my pocket iOS 3. I can't imagine it."

Copying Apple
"Everybody is attempting to adopt Apple's strategy," Cook said, backing up his boast by pointing out business moves made by competitors in the past year.

Microsoft has recently purchased Nokia as it attempts to integrate software and hardware like Apple does, while Google purchased Motorola Mobility in 2011 in a similar move.

Samsung's debut developers conference and its dedicated retail shops are also an example.

"We're not looking for external validation of our strategy," said Cook. "But I think it does suggest that there's a lot of copying, kind of, on the strategy and that people have recognised the importance."

Innovate or die
Speaking of Nokia, Cook highlighted that Nokia is a prime example of a cautionary tale, as the company once dominated the mobile market. "I think [Nokia] is a reminder to everyone in business that you have to keep innovating and that to not innovate is to die."

Cook wasn't alone during the interview with Bloomberg. Joining him were Jony Ive and Craig Federighi, who told Bloomberg that, while an executive shake-up in October 2012 made their partnership official, they've been working together for years with their desks at Apple just a minute's walk away from one another. "I don't think we ever talked about our roles," said Ive. "We talked about how can we most effectively extend the collaboration that always existed."

Cook says collaboration is key within Apple, and has previously claimed that encouraging collaboration was the reason behind the executive shake-up that saw Scott Forstall booted out of the company.


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