Apple CEO Tim Cook has a lot to say about the future, most of it about how Apple will be smashing the competition.
Speaking to The Telegraph, the the Apple boss touched on everything from the demise of the PC to Theresa May’s Investigatory Powers Bill, introduced to Parliament last week.
Here are five of the most important things he had to say.
Why would you buy a PC?
“Why would you buy a PC anymore? No really, why would you buy one?”Why!? Mr Cook seems very keen to play up the demise of the PC as he see’s it, mainly because his company is set to release the iPad Pro this week, with preorders beginning on Wednesday, and will want to market it as a genuine alternative to a desktop computer.
Mac computers and products have long been positioned as alternatives to the ubiquitous PC but Mr Cook’s comment shows how far his company has come and how confident Apple is in its growing range of products and their ability to replace the PC. The company are obviously turning their sights to an office takeover and think that the iPad may be the product to kickstart it, as evidenced by this next line from Cook…
The iPad Pro is about to take over...
“Yes, the iPad Pro is a replacement for a notebook or a desktop for many, many people. They will start using it and conclude they no longer need to use anything else.”
So there you have it. Throw your desktops, and presumably your macbooks and iMacs, away people, it’s time to turn Pro. Marketing rhetoric aside, the company is obviously heavily investing in the iPad Pro becoming one of their flagship products. Popular though they are, tablets are still not replacing PCs and laptops on a mass scale. But perhaps the iPad Pro could be a turning point in that respect?
On releasing similar products: I'm not worried
“As long as we cannibalise ourselves, it’s fine."
Taken out of context this could seem a tad worrying, although even in context all this talk of cannibalisation still seems a bit weird. Mr Cook is referring to the company’s lack of concern over pushing its own products out of the marketplace by releasing two similar items, such as the iPad mini and the large