Tim Cook at D10: "We're going to double down on secrecy on products."
Walt Mossberg and Kara Swisher spent time
interviewing Apple CEO Tim Cook tonight on a range of topics. The interview took place at the
All Things D conference in Rancho Palos Verdes, California. We have a
full transcript of the interview available.
When asked about what Cook has changed at Apple, he discusses that he plans on doubling down on secrecy on products.
We're going to double down on secrecy on products. I'm serious.
Cook, however, does goes on to say that he is going to be the most transparent company on other topics such as social change and supplier responsibility.
Apple's secrecy surrounding its product line is legendary. Apple cofounder Steve Jobs even identified secrecy as one of the specific tenets at Apple that has been responsible for its success. Apple's ability to keep products secret has been hampered in recent years by Apple's reliance on Foxconn and other 3rd party manufacturers. Just earlier today, part leaks seem to have revealed the look of the next generation iPhone.
Popular Stories
As we previously reported, astronauts aboard NASA's Orion spacecraft used the iPhone 17 Pro Max to take selfies of themselves with the Earth in the background during the Artemis II mission around the far side of the Moon last week.
Now that the crew members have safely returned to Earth, Apple's CEO Tim Cook and marketing chief Greg Joswiak have both turned to social media to congratulate...
On this week's special episode of The MacRumors Show, we discuss Apple's bombshell announcement that Tim Cook will step down as CEO on September 1, 2026, with hardware engineering chief John Ternus set to succeed him.
Subscribe to The MacRumors Show YouTube channel for more videos
Cook will transition to executive chairman, where he will "assist with certain aspects of the company, including...
Apple CEO Tim Cook is stepping down as Apple's chief executive officer, and hardware engineering chief John Ternus is set to take over, Apple announced today.
Cook will continue on as Apple CEO through the summer, with Ternus set to join Apple's Board of Directors and take over as CEO on September 1, 2026. Cook is going to transition to executive chairman, and he will "assist with certain...
