On smartphones and bigger screens
I don't want to say what we will do or won't do, and so don't interpret anything I say along those lines. Let me go back and compare it to the PC industry for a minute. The PC industry over the years, the way that companies competed were two things: specs and price. And so people would want to say, "I've got the largest drive," or, "I've got the fastest processor," or in the camera business people began to say, "I've got the most megapixels."
The truth is, customers want a great experience, and they want quality. They want that "Aha!" moment each time that they use the product. And that's rarely a function of any of those things. These are things that technology companies invent because they can't have a great experience, and so they talk about the spec of something.
Do you know the speed of an AX processor [Apple's chip processor for the iPhone and iPad]? You probably don't. Does it matter? I mean, does it really matter at the end of the day? You want a fabulous experience when you open it, and when you use the product.
If you look at displays--if you kind of contrast this to displays--some people are focused on size. There's a few other things about the display that are important. Some people use displays--like OLED displays, the color saturation is awful. If you ever buy anything online, and you want to really know what the color is, as many people do, you should really think twice before you depend on the color of the OLED display.
The Retina display is twice as bright as an OLED display. And so I only bring these points up to say there are many attributes of a display, and what Apple does is sweat every detail. We care about all of them, and we want the best display. And I think we've got it. I feel great about it.
I'm not going to comment about what we're going to do in the future, because that releases our magic, and I'm not going to do that. But, you know, the customer experience is always broader than that which can be defined by a simple number.
On what Apple will and won't do
The only thing we'll never do is make a crappy product. We're going to make a great product. That's the only religion that we have. We must do something great, something bold, something ambitious. We want the customer to be the center of it. We want to enrich people's lives. And all of this other stuff, we sweat the details on those, in hopes that we've proven over the years that this is something we can do.
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