It’s a shame that for all Tim Cook’s accomplishments, he will be answering questions about Steve Jobs until the day he dies. Clips from the first segment of a multi-part interview between Apple’s CEO and Charlie Rose have appeared online, demonstrating the deftness at which Cook can navigate the same-old questions while still providing relevant insights.
Asked about Steve Jobs’ role in Apple’s latest announcements, Cook was able to quickly pivot – after admitting that Jobs’ spirit “is the foundation of the company” – to the company’s mandate: staying focused on a small amount of products where Apple can control the primary technology.
Cook goes so far as to say that “the hardest decisions we make are all the things not to work on, frankly. Because there’s lots of things we’d like to work on that we have interest in, but we know that we can’t do everything great. “ When asked directly about TV, Cook admits that it is still a subject the company continues to have interest in, while also hedging his bets on imminent announcements.
Cook also answers Rose’s questions about Apple’s recent Beats acquisition, stating quite directly that it was for Beats’ streaming music service, which he says “affects how you feel” more than any other competitor. Well, two out of three isn’t so bad.
You can see the rest of the Charlie Rose clips below.