Apple’s Tim Cook promises ‘incredible’ products, offers no details

Tim Cook was evasive — but frankly evasive — on stage at the 10th All Things Digital conference, where he was asked about upcoming products.

According to a live blog of the speech from All Things Digital’s Ina Fried, Cook said he has “never been as amazed by all ‘the things I cannot talk about today.’ ”

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Cook did promise that there were some incredible products on the way, but didn’t elaborate on what those products might be. He also spoke about how Apple will continue to move on and innovate, saying, “I love museums, but I don’t want to live in one.”

When asked about the possibility of an Apple television instead of just the Apple TV set-top box, Cook said that television is an “area of intense interest” for Apple, but declined to say whether the company was thinking about a set.

He added that he doesn’t believe Apple needs to own a content business to move ahead in television, and that that was an area where partnerships were serving the company well.

Business Insider noted that Cook said Apple will have to ask whether it can control the technology, make a good contribution to the area and make that product that it wants to make before going into a new product category.

Speaking about the legacy of Steve Jobs, Fried reported that Apple’s late co-founder said that Jobs gave Cook a clear edict, which the chief executive relayed to the audience: “He looked at me with those intense eyes that only he had, and said, ‘Just do what’s right.’ ”

Part of Cook’s vision of doing what’s right includes “doubling down” on secrecy, Fried reported. So don’t expect another next-gen iPhone to be left in a bar anytime soon.

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