large image

Trusted Reviews is supported by its audience. If you purchase through links on our site, we may earn a commission. Learn more.

Tim Cook: Apple ‘closer than it’s ever been’ to entering new product categories

With Apple Watch rumours continue to circulate, CEO Tim Cook has stated that the Cupertino-based company is “closer than it’s ever been” to entering new product categories.

With Cook yet to lead Apple into new markets since taking over from Steve Jobs as CEO in 2011, much speculation has surrounded where Apple will diversify next.

Although Cook has previous suggested that the company was looking into new markets, this is the first time the company head has hinted we could see new products in the near future.

Despite Apple last night posting stronger second quarter financial results than had predicted, Cook suggested that “maybe it will take some new products,” to fully silence the critics.

Speaking with The Wall Street Journal he added: “I feel great about what we’ve got coming. Really great and it’s closer than it’s ever been.”

While Apple has long been rumoured to enter the smartwatch sector with the much mooted Apple iWatch, the company has fallen behind the likes of Samsung and Sony which have already released the Samsung Gear 2 and Sony SmartWatch 2.

Cook, however is unconcerned by Apple’s late arrival to the party.

“You want to take the time to get it right,” Cook told the WSJ while discussing new product categories. “Our objective has never been to be first. It’s to be the best.”

He added: “To do things really well, it takes time. You can see a lot of products that have been brought to market where the thinking isn’t really deep and, as a consequence, these things don’t do very well.

“We don’t do very many things so we spend a lot of time on every detail and that part of Apple isn’t changing. It’s the way we’ve operated for years and it’s the way we still operate.”

Recent Apple iWatch rumours have suggested the techy timepiece will feature a range of fitness and notification credentials, with insiders claiming Apple will partner with Nike for health applications.

Read More: iPhone 6 rumours

Why trust our journalism?

Founded in 2004, Trusted Reviews exists to give our readers thorough, unbiased and independent advice on what to buy.

Today, we have millions of users a month from around the world, and assess more than 1,000 products a year.

author icon

Editorial independence

Editorial independence means being able to give an unbiased verdict about a product or company, with the avoidance of conflicts of interest. To ensure this is possible, every member of the editorial staff follows a clear code of conduct.

author icon

Professional conduct

We also expect our journalists to follow clear ethical standards in their work. Our staff members must strive for honesty and accuracy in everything they do. We follow the IPSO Editors’ code of practice to underpin these standards.