Apple Inc. (NASDAQ:AAPL)’s chief executive officer Tim Cook recently sat down for a rare interview with Robert Muir of Good Morning America. Topics discussed ranged from the 30th anniversary of the Mac computer to the new sapphire glass manufacturing facility and the purported iRing. Craig Federighi (Apple’s lead for software engineering) and Bud Tribble (software technology VP) were also present at the interview.
Apple’s secrecy
Muir’s chat started with the discussion of Apple Inc. (NASDAQ:AAPL)’s secrecy regarding future projects. Cook confirmed with a smile, “Yes, there are black drapes, and numerous locked doors, and many other things.” He also reminded Muir that reporters couldn’t access the secret labs, adding “Your badge probably wouldn’t work in those rooms.” There was also confirmation that company employees aren’t allowed to discuss their projects with family members.
Cook elaborated, “We believe, fundamentally, people love surprises.”
Secrecy is a big thing for Apple Inc. (NASDAQ:AAPL) as it helps them hide their up-and-coming projects from competitors. Some of the measures they take seem extreme to some, but it works. One example of such secrecy was when the company chained the iPad tablet to their desk. One iPad developer opened up to Business Insider back in 2011 about the secrecy involving the device. The company had to drill a hole in the desk so they could chain the tablet to it with bicycle cables.
Another big example of Apple Inc. (NASDAQ:AAPL)’s secrecy was when Steve Jobs (co-founder and former CEO) was ill. Representatives for the tech giant decline to comment on Jobs’ health for a period of time. This was primarily because it was relevant issue for Apple’s shareholders.
The rest of the interview
Muir discussed Cook’s tweet about manufacturing the Mac Pro in Austin, Texas. Cook said it’s a big deal and he thinks they can do more. He then goes into Apple Inc. (NASDAQ:AAPL)’s plans for a huge investment in Arizona and makes a mention of sapphire crystal glass. Prompted by Muir’s questions regarding the sapphire crystal glass, Cook mentions iRing but refuses to indulge any more details.
In the interview, Cook also admitted he enjoys work. He added that he gets up everyday at 3:45 a.m. and even reads personal emails from Apple fans.
