Cook laughs off question about a 7-inch iPad...no secrets revealed
Tim cook is talking about Apple TV.
Tim: This is an area of intense interest for us.
Tim: We're gonna keep pulling this string, and see where it takes us. Many people would say that this is an area in their life that they are not really pleased with. It's an interesting area. Right now our contribution is Apple TV and we feel really good about it.
Walt: There's been a ton written about you doing a television "set." But I know you're not going to tell me.
Tim: You're right, I'm not going to tell you.
Walt: So as you think about improving the TV experience, can it be done with a box and leave the panel to other people?
Tim: Here's the way we would look at it: We would ask, Can we control the key technology? Can we make a significant contribution, far beyond what others have done? Can we make a product we would want?
Tim: These are the things we ask when we make a product in any category.
Kara: Is the Apple TV today good enough, something that pleases you?
Tim: Well, I love the product, but Apple TV is more something that you keep pulling the string....
Walt: You could have a lot more content...
Tim: Well, you have Netflix...
Walt: I know exaclty what's on it. There's not a lot of content.
Cook dodges the Apple TV question, but says that it's an area that people are not pleased with the solutions. He outlines how Apple things about the TV problem: Can we control the key technology? Can we make a significant contribution, far beyond what others have done? Can we make a product we would want? Good questions he is not answering.
Walt: I can get Netflix on Roku and other boxes. That's table stakes. You have to buy TV shows. You're not solving every problem.
Walt: What is the core technology in the TV experience?
Tim: I don't want to get into that.
Kara: How is your relationship with Hollywood? How do you approach Hollywood people?
Tim: We have great respect for the content owners. We don't want their stuff to be ripped off. This was the way we felt about music. We wanted to make a simple and elegant way for people to buy it.
Tim: A whole generation was growing up thinking content was free. If that continued you wouldn't have any artists anymore.
Tim: These guys have been buying Macs forever. Still, most movies are edited on a Mac. These are long-time Apple customers.
Good questions about TV. And the fact is that the music industry ultimately felt burnt , trapped by Apple. Dealing with content is always tricky.
Tim: There is a level of trust in those relatioships. Steve brought us even closer because he owned a content business for a while. That helped us.
Kara: What would be their complaint about you?
Tim: You should ask them.
Kara: I will, tomorrow night.
Tim: I don't know. I
Tim: I'm interested to hear what you hear.
Walt: Are you working on some content service I could use in my living room? "
Tim: (Pause) What was your question, Kara?
Tim: I don't think Apple has to own a content business.
Tim: We haven't had an issue for the most part in getting content. We have 30 million songs. We have double-digit thousand movies. Over 100,000 TV episodes....
Tim: But for the most part, getting content isn't the issue. There's a great art in doing content right. I have a great appreciation for content owners. This is where Apple partnering well is the right approach.
Tim: The greatest thing we can provide for the content owner is to sell a lot of their stuff. That's the best thing for all parties. The consumer gets what they want, the content owner doesn't get ripped off...
Walt: What is going on with you and Facebook?
Walt: There's no Facebook on my iPHone. Twitter is there.
Tim: I think the relationship is very solid. We have great respect for them. I think we can do more for them. Just stay tuned on this one.
Kara: Steve told me, they are onerous. Are they?
Tim: They have their own way of doing things. But because you have a point of view, doesn't mean you can't work with people.
Kara: Aren't you kind of must-haves for each other?
Tim: We wan to provide customers simple and elegant ways to do what they want. And Facebook has hundreds of million of customers. So stay tuned.
Kara: Do you see more acquisitions under the Cook regime?
Tim: We continue to buy companies. They're not ones that we seek to make publc.
Kara: Eventually you have to