tim cook wsj

Tim Cook took the stage earlier tonight at the Wall Street Journal’s inaugural WSJ.D Live conference at the Montage resort in Laguna Beach, California. The CEO participated in a lengthy interview, as well as a Q&A session, which produced some pretty interesting tidbits regarding Apple and its products.

Of course, given that Cook has done a handful of high profile interviews in recent months, you’ve probably heard some of the stuff mentioned at tonight’s event. However, he does offer up some new information regarding Apple Watch battery life, why the iPod classic was discontinued, and other morsels.

Here are some of the more notable highlights from the interview, via The WSJ Live Blog:

  • On future of the iPhone: Tim Cook says that the iPhone is still a majority of the company’s revenue, and it will continue to be a majority of its profits for the next 5 years. “The phone will get better and better.” When asked if Apple would ever develop a low-cost iPhone, he responded that Apple will go as low as it can while maintaining the customer experience.
  • On early success of Apple Pay: Cook: in the first 72 hours of Apple Pay, Apple saw over 1 million activations. It already accounts for more mobile wallets in the US than all other mobile payment options combined. “The early ramp looks fantastic.” Cook also commented on recent reports of CVS and Rite Aid deactivating their NFC payment terminals, saying “in the long arc of time you’re only relevant as a merchant if your customers love you.”
  • On Apple Watch expectations: key to Apple Watch is that it can’t be geeky, and needs to look really cool. “The Watch is profound,” and Apple is excited about new constituencies looking at it like health and fashion. When asked about Apple Watch battery life, Tim Cook said “we think people are going to use it so much you will end up charging it daily,” although he would not give actual usage expectations.
  • On the current TV experience:  “We’re living in the 1970s,” said Cook. “I believe something great can be done. What we’ll do I won’t be so clear.” Cook also applauded HBO’s recent decision to offer web-only subscriptions, noting that right now “it’s too hard to buy.”
  • On user privacy: Cook bragged about Apple privacy. “Your data is yours. We don’t keep iMessage data, record the temperature of your home or retain search history.” He added that Apple is designing a virtual Fort Knox. “We don’t read your email or your iMessages. We don’t keep any of it so law enforcement can’t get it from Apple. If law enforcement wants something, they should get it from the user.”
  • On killing the iPod classic: Apple primarily stopped making the device because it was no longer possible to source the necessary parts from anywhere in the world. And it has no plans to reintroduce the iPod classic due to a shrinking market and the expensive engineering costs it would take to redesign it. He notes, though, that there are alternatives to the classic, such as the iPod touch, which has almost the same amount of storage space.

It’s been a big couple of months for Cook, as Apple has unveiled a pair of larger iPhones, a mobile payment service, a wearable, a pair of new tablets and some new Macs. Last week the CEO reported record earnings for the company in Q4, and the upcoming holiday quarter is expected to be massive as well.


  • A man

    They shouldn’t have killed the iPod Classic….

    • Eric

      Why? Take out sentimental value and give a reason.

      Here’s my take:
      Used HDD which isn’t as reliable and much slower
      My iPhone/iPad has over 100gb now
      Everything is available on the cloud and streaming
      Consumers havent been buying iPod classic for years because of cannibalization from newer iOS devices.

      I’m sure there are other reasons but it’s early here and I’m still half asleep.

      • It may have been slower and did not have a touch screen but it was more durable and seemed to last forever. The latest versions had massive hard drives more so then a small 8, 16, 32, 64, or 128. The still don’t have an iPod to match it. A lot of people do dot want to stream They’d rather keep it stored on their device.

      • WildWolf

        The biggest iPod size they made that I’m aware of was 160GB, but I do sort of share your feeling. Hopefully they’ll equal or exceed that with the iPod touch.

      • You’re right I fixed it. I was never a fan of them but they should of kept them around. iPod Classic > iPod Touch any gen!

      • A man

        The iPod classic is dedicated to music not like the iPhone or the iPod touch: both of them have less memory and they cost more. If I only want to buy a device that stores music i have to buy the iPod nano/shuffle but I need 250 GB of storage, not 8 GB. Also I want to have the music stored on my device, not on the cloud because even when I’m not home or I’m in a place with bad signal I want to be able to listen to music. That’s why I’d like to have the iPod classic back.

  • Jason Baroni

    I wanna watch it!

  • Rowan09

    I saw the Android Wear in Best Buy and it looks like a toy, I hope the Apple Watch looks nothing like it.

  • Alberto Espinal

    It took 72 hours for Pay while it took about 3 years for Google Wallet, ha! The Apple Power!