IERI (Yesterday) I told you that today Tim Cook is going to speak at the Goldman Sachs Technology and Internet Conference and the CEO of Apple now discusses the Apple company and how it has evolved in recent years. Speaking about the possible implementation of OLED screens in iPhones, Cook said that the brightness and color saturation do not correspond to the standards imposed by the company, which is the reason why Apple avoided using the technology. Moreover, he recommends users to think twice before purchasing a mobile terminal with an OLED display, stating that Retina Displays have twice the brightness. In addition, Tim Cook avoided denying the rumors regarding the possible release of an iPhone with a screen larger than 2 inches, so anything is possible in the future.
I don't want to say what he will do or won't do. The way companies compete is with two things, specs and price. In the camera business people say "I have the most megapixels". Do you know the speed of an AX processor? Does it really matter at the end of the day? You want a fabulous experience when you use the product. If you look at displays, some people would focus on size. There are a few other things about the display that are important. Some people use OLED displays, the color saturation is awful. If you buy things online, you should think twice before you depend on the color of the OLED display. The retina display is twice as bright as an OLED display. I only bring these points up to say there are many attributes of a display. Apple sweats every detail. We want the best display. I thick we've got it. I'm not going to comment on what we're going to do in the future.
"That's the only religion that we have, that we must do something great. We want to enrich people's lives, we sweat the details on those.
As for cheap iPhones, Cook said that users demand such products and that they will be available in the future. Cook says that users demand cheap versions of some top products, but the company cannot produce them cheaply, but equally good in terms of quality, so it has to rethink them before launching them. Cook gave the example of the iPad tablet, which was developed due to the requests made by users who wanted a cheap Mac, and in the case of the iPhone we are probably talking about a device with a maximum 3.5 inch screen that will have a new design and use not very expensive materials.
Our North Star is making great products. We wouldn't do anything that's not a great product. It's not why we're on this earth. That said, when you look at what we've done for people who are more price sensitive, we've loved the price of iPhone 4 and iPhone 4S, and in the December quarter, we didn't have enough supply of iPhone 4 after we cut the price. It surprised us, as to the level of demand we had for it. So we have made moves to make things more affordable. And if you look at Apple's history, the iPod started out costing $349. Now you can walk into a store and pick up a Shuffle for just $49. For years, people asked, "Why don't you have a Mac that's less than $500 or $1000?" And we worked on this, but we concluded we couldn't do a great product at that price. But what did we do? We created iPad, which starts at $329. So sometimes, you can take the "issue" and solve it in different ways. But North Star is always great products, not how we hit a price point.
