Tim Cook: Innovation is deeply embedded into Apple

We recently celebrated one of Apple’s greatest innovations, the Mac. Apple followed the Mac with the iPod, the iPhone and the iPad — three products that defined the categories into which they were introduced. With these successes in their coffers, many are wondering if there is any room left for innovation at Apple. Though many are doubtful, Tim Cook is not. The CEO addressed Apple’s ability to innovate saying: “I would just say, innovation is deeply embedded in everybody here, and 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.” Looking a Apple’s recent product pipeline, this innovation is evident in the Touch ID in the iPhone 5s and the overall design and execution of the Mac Pro. Though Tim Cook refused to discuss upcoming products during the earnings conference call, we can look at the rumor mill for a potential glimpse into the future. Apple is rumored to be working on a wearable device, which is an area Tim Cook has previously said is “”ripe for exploration.” Apple is allegedly designing a device that goes beyond a smartphone companion and includes extras like biometric sensors to expand the utility of the device. This is likely Apple’s next big push in the consumer device category. Apple is also innovating in industrial areas like Sapphire production. The company is building a plant in Arizona along with GT Advanced that’ll produce sapphire for use in its devices. Sapphire may be used as a lens cover for a camera or a rugged display material for a future iPhone. In a recent ABC news interview, Tim Cook confirmed the company was producing sapphire, but did not comment of the consumer applications of the material. Continue reading →

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