During Apple's Q4 2012 results conference call, Tim Cook was asked if he had any thoughts on the launch of Microsoft's new Surface tablet. In response, Cook noted that he hadn't played with one himself yet, "but what we're reading about is that it's a fairly compromised confusing product."

He went on to say, "I suppose you could design a car that flies and floats, but I don't think it would do all of those things very well." On the other hand, he feels Apple made "hard tradeoffs" to decide exactly what the iPad should be, and said, "I think people, when they look at the offerings will really want an iPad."