CEO Tim Cook tells The Wall Street Journal that Apple will be launching products in new categories, and the company is working on “really great stuff.”
He demurred when asked about specific possible products, but said anyone “reasonable” would consider Apple’s upcoming products to be in new categories.
Cook has stated on previous occasions that Apple has new product categories coming in 2014, and this interview indicates he wants to reassure investors that Apple is still focused on growth via innovation.
Cook assured WSJ that Apple remains a “growth company” and is still striving to be the number one smartphone, tablet, and computer company in the world.
“I don’t view that as being satisfied with being small or however you want to define it,” he said. “I just want to say that the macro thing for us is making a great product and we must do that. If we can’t do that, we’re not going to force ourselves to hit a price point that makes us produce a product that we’re not proud of because we lose who we are in that. We’re not going to do that.”
Cook also revealed that Apple has recently bought back over $14 billion in stock, and that Apple is still open to large acquisitions if they make sense.
