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Tim Cook: Apple will 'double down on secrecy on products'

Tim Cook: Apple will 'double down on secrecy on products'


Tim Cook, speaking at the D10 conference.

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Tim Cook, speaking at the D10 conference, predictably didn't come out of the gate with new product announcements. However, he did say that Apple has "some incredible things coming," though of course he wouldn't speak about them in detail, dodging questions from Walt Mossberg and Kara Swisher about WWDC next week: "We're going to introduce some great stuff. I think you're gonna love it."

What would it be? Cook was not only keeping mum, he predicted that Apple would become even more secretive in the future. He told the conference that "We're going to double down on secrecy on products." While Apple certainly hasn't been known for being a leaky ship when it comes to products, in the past year the new iPad and (likely) the next iPhone have had parts leak out early. On the other hand, if Apple is working on a 7-inch iPad or a new television, it's done a remarkable job keeping either (or both) under wraps. Cook did point out that this level of secrecy wouldn't extend to everything Apple does, however, noting that the company intends to be a lot more transparent about "what we're doing with suppliers."