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This is Tim: Apple's CEO on the iPad, Apple TV, future products, and China

Serenity Caldwell | April 25, 2014
As usual, Apple CEO Tim Cook was the focus of attention during the company's quarterly earnings call with analysts on Wednesday. And, as usual, we've got a transcript of his remarks while on the call.

I think you can see so many examples out in the marketplace where it's clear that the objective has been to be first. But customers, at the end of the day, don't care about that, or that's not what they look for from Apple — they want great, insanely great, and that's what we want to deliver. And so that's the way we look at it.

Like, from an acquisition point of view, we have done 24 [companies acquired] in 18 months; that shows that we're on the prowl, I suppose you can say. We look for companies that have great people, and great technology, and that fit culturally. And we don't have a rule that says we can't spend a lot, or whatever. We'll spend what we think is a fair price.

What's important to us is that strategically, it makes sense, and that it winds up adding value to our shareholders over the long haul. We are not in a race to spend the most, or acquire the most. We're in a race to make the world's best products, that really enrich people's lives.

And so, to the tune that acquisitions can help us do that — and they've done that, and continue to do to that — then we will acquire it, and so, yeah, you can bet that we will; you will continue to see acquisitions, some of which we'll try to keep quiet, and some of which it seems to be impossible to keep quiet.

On the general smartphone landscape

There's a lot of moving parts, a lot of acquisitions, a lot of people giving up to some degree and deciding to do other things. But at the end of the day, we see it much like we've always seen it — as the part of the market that we're interested in is the market of people that really want the best smartphone.

And that doesn't mean that they're all at the high-end of the price band; I mean, we have smartphones that go down to a very affordable price (with the 4s) because we're proud to ship this product.

I think that this quarter, if you were unsure, hopefully this quarter demonstrates to you that we can do well in a number of geographies — from emerging markets to developing markets.

Some of the numbers that we've experienced, just to quote some of the more historic pre-paid markets, through the first half of '14, Brazil was up 61 percent, Russia was up 97 percent, Turkey was up 56 percent, India was up 55 percent, Vietnam was up 262 percent. I could go on, but the point is that there's a number of markets out there, where we're beginning to really catch on to a number of customers, and I am particularly proud of the results in these markets, because these have not been historic strong points for Apple.


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