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Tim Cook on Apple Car: Hiring experts doesn’t mean we’re committed

Just because Apple is bringing some of the auto industry’s top names aboard the good ship Cupertino, it doesn’t mean the company plans to launch a car.

That’s according to CEO Tim Cook, who has addressed the rumoured Apple Car project in a Q&A with Fortune.

Cook said Apple’s work in the sector is all about the exploration of the possibilities and the firm is yet to commit to building a car.

He said: “We don’t have to spend large amounts to explore. So I can’t talk about this certain area that you’re talking about. But when we start spending large amounts of money, we’re committed at that point. But we explore things with teams of people.”

Cook added that Apple’s explores many things, but ends up releasing very few of them.

Part of exploring technologies and picking the right one is becoming so familiar with it you can see ways that it can be used. And for us, we’ve never been about being first.

“So we explore many different things, many different technologies. And at first we might not know what product it might wind up in.”

When quizzed further about whether the hires Apple has made in the last year or so constituted spending large amounts of money, Cook again played it with a straight bat.

“I wouldn’t call it gobs of money,” he added.

Related: Android Auto vs Apple CarPlay

Elsewhere in the Q&A, Cook also commented on fears of an iPhone downturn saying he blocked out the noise from Wall Street naysayers.

He also said, during these ‘cycles’ Apple doubles down on innovation, while other firms retreat.

He said: “I think, in sort of a bizarre way, cycles can be really great. They have been for Apple because we tend to steadfastly continue to invest in innovation. Some of our greatest innovations and products were born in a period of challenge.”


What features would you like to see in a Apple car? Let us know in the comments below.

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