Cook teases Apple's 'big plans' for 2014

Cook teases Apple's 'big plans' for 2014Apple boss Tim Cook may not have the enigmatic aura of Steve Jobs, but there can be no doubt the Texan knows how to “play the game”.

By that we mean the game of feeding the global PR machine that is the tech press, who are all fawning over an internal Apple memo penned by Cook promising the company has “big plans” for 2014.

The memo in question is your usual end-of-year corporate fare – a combination of running through the company's successes over the past year and rallying the troops to achieve even bigger and better things next year.

“This holiday season, tens of millions of people around the world, from all walks of life, are experiencing Apple products for the first time. Those moments of surprise and delight are magical, and they’re all made possible by your hard work,” Cook opens.

“We extended our lead in the smartphone market with iPhone 5s; launched iOS 7, an extraordinarily ambitious project; released OS X Mavericks for free to our customers; introduced the iPad Air and the iPad mini with Retina display; and this week began shipping the Mac Pro from a manufacturing facility in Austin, Texas,” he continues in what could easily the script from any of Apple's big keynotes over the past decade or so.

As for next year, Cook promises: “We have a lot to look forward to in 2014, including some big plans that we think customers are going to love.”

Well yes. Big company has big plans... surprise, surprise. But such is the Apple mystique that pundits around the web are mulling over any/all of the iWatch, iPhone 6 (s and c, natch), Apple TV, big iPads, new MacBooks, and more.

At Mobot we're above such musings, of course, and we'd never dream of turning a non-story into a story just because it's Apple.

And just 'cos it's Christmas we'll throw in some extra Crimbo cheer, Tim Cook style: “I am extremely proud to stand alongside you as we put innovation to work serving humankind’s deepest values and highest aspirations. I consider myself the luckiest person in the world for the opportunity to work at this amazing company with all of you.”

No doubt a translated version is being circulated on the Foxconn production line as we speak.

Via 9to5 Mac

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JanSt / MOD  Dec. 23, 2013 at 19:33

"humankind’s deepest values and highest aspirations" - apps?! Yeah, nevermind peace, cancer and all that fiddly stuff!
But then again: he's probably right. In a depressing sorta way...

satchef1  Dec. 23, 2013 at 22:36

At least he's honest. 'First world problems' and all that. How much do people really care about World Peace, and end to hunger and curing cancer? They'll happily give a few quid a month to charity to avoid feeling guilty, but other than that it's an outside concern until there's warn their country/they're hungry/they or a loved one get cancer.

JanSt / MOD  Dec. 24, 2013 at 08:59

I've read worse waffle ;)


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