Tim Cook Will Not Reveal Apple’s Next Big Thing ‘

Apple has had a busy news week.

For the past seven days, we have seen stories of the technology giant suing an Israeli software company, speeding up the production of its car and announcing the start of a do-it-yourself repair program.

Those who expected a new product announcement in there somewhere will be disappointed.

Learn more: Apple accelerates self-driving car project

Asked this week by Los Angeles TV station KTLA what Apple’s “next big thing” could be, CEO Tim Cook declined to go into details.

“Of course … Apple will always have something that’s the next big thing,” Cook said when interviewed at the launch of a “rethought” Apple store in Los Angeles. “And luckily we have a lot of things that are the big things at the moment.”

Cook said the company would continue to be “very focused on augmented reality, we’re very focused on artificial intelligence … we’re very focused on autonomy, we’re very focused on all these things, there are core technologies, and we” will use them in a variety of ways. “

He also spoke briefly about the company’s announcement that it would start making repair kits and manuals available to customers. “Well, we realized that there were some people who wanted to do this and are trained to do this. They are the crowd of Popular Mechanics, if you will, which I love and have been focused on all my life.

“It feels good to lay out the manuals and get the parts out there that allow people to do this,” he continued. “Still, if you’re not comfortable doing that, we encourage you to come to the Apple Store and get it done for you. It’s still the best way for most people.”

Read more: Apple is offering DIY device repairs starting in 2022

While Apple may be responding to customer requests, it is worth noting that the announcement comes in the wake of a decision by the FTC that prevented electronics companies from restricting independent repair shops from repairing customer devices.

And while this “right-to-repair” ruling covers a number of companies, the FTC used Apple and its strict repair shop policies when investigating and reporting on the issue.



About: It’s almost time for the Christmas shopping season, and almost 90% of US consumers plan to make at least some of their purchases online – 13% more than in 2020. 2021 Holiday Shopping Outlook, PYMNTS surveyed more than 3,600 consumers to learn what drives online sales this holiday season and the impact of product availability and personal rewards on salesperson preferences.

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