If Apple CEO Tim Cook ever wants to consider a career change, he might want to look into privacy consulting or even black ops. Despite the company’s warm and fuzzy public persona, Apple controls the release of its business plans and pending technologies more effectively than other famous organizations — like the Mafia, for instance. In typical fashion, Cook spoke vaguely about the plans of Apple at this year’s AllThingsD conference. One has a better chance of stumbling over Jimmy Hoffa than correctly predicting the real technological surprise that Apple will conjure up.
The company’s “secrecy” tactic is well-known in the industry and to the public, even if the object it protects is not. Citing an article from Digital Trends, Cook’s assessment of the secrecy scheme with the remark, “We release products when they are ready … we think customers love surprises.” Perhaps Cook might also consider a career in politics. Regardless, the continued ability of a company already in 51 percent of American households and one that has managed to sell 13 million sets of one product — Apple TV — without any marketing whatsoever is astounding.
What Tim Cooks Allows Us to Know
Despite multiple questions from several interviewers, Cook’s reticence regarding Apple’s current plans is difficult to write about. There’s too little information with which to construct full paragraphs. The CEO comments on the company’s operating system and television technology in general with the following statements:
Television Technology
Current television technology is “outdated” and not a particularly enjoyable experience for viewers.
During interviews, television moves from a mere mention to an enormous priority to Apple as measured by Cook’s quotes: TV is of “great interest” to the company, and then it’s an area of “intense focus.” Finally, the CEO refers to Apple’s involvement with TV technology as encompassing a “grand vision.”
iOS System Update
Our Guesses Based on Cook’s Hints & Apple’s History
Apple does indeed have a new product involving television due for release at some point. Based on Cook’s quotes and the emphases placed on iOS 7 and television in general, the presumption is that the two will be combined into a single product. USA Today reported several steps that Apple can take to compete with Microsoft’s seemingly superiority in the gaming sector. As so many of the same technological tricks are shared in the advanced gaming systems and streaming. The report makes one wonder if these might be offered in Apple’s TV. After all, streaming technology has already changed the way the public watches television.
