Tim Cook’s press appearances have been few and far between but last night, the Apple CEO sat down with AllThingsD at their DX conference for a 90-minute interview. Cook touched on almost everything in his purview as company head—even the iTV, albeit cryptically.
When asked about Apple producing a set-top box and leaving TV panel production to the likes of Sharp, Cook answered, “We would look not just at this area, but other areas, and ask, can we control the key technology? Can we make a significant contribution far beyond what others have done in this area? Can we make a product that we all want? … Those are all the things we would ask about any new product category.”
Siri was also discussed, with Cook once again remaining vague, though highly optimistic. “I think you are going to be really pleased with where we take Siri,” he said, underlining its artificial intelligence. “This is something that people dreamed of for years, I think, and it is here. Yes, it can be broader and so forth, but we see unbelievable potential here.” He continued, “We’re doubling down on it.”
Of course, Facebook eventually entered the discussion, and specifically, Apple’s lack of integration of the social network. “We have great respect from them,” Cook said of FB’s team. “I think we can do more with them. Just stay tuned on this one.” As for their acquisition of Instagram, Cook revealed that Apple did not consider launching its own bid for the photo app.
The issue of Apple’s factories in China was seemingly put to rest as well, as Cook championed “95% compliance” regarding workplace regulations. He even opened the door for the possibility of hardware production returning to American shores. “There are things we can do, and that’s what we are working on,” he said. “We should do more semiconductor things in the U.S.”
As for carrying on the legacy of Steve Jobs, Cook recalled a brief encounter between the two. “He looked at me with those intense eyes that only he had, and said, ‘Just do what’s right.’”