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Apple CEO Tim Cook Says Success Isn’t About Making the Most

by Brandon Russell | February 27, 2013February 27, 2013 12:02 pm PST


Apple CEO Tim Cook was asked on Wednesday what he thought of Android’s unstoppable growth in the smartphone market, and what he planned to do about it. Frankly, Cook said Apple doesn’t plan to adopt the more is better approach, and instead will tightly focus on its strengths.

“Success is not making the most,” Cook said. Perhaps not an answer shareholders were looking for, especially with low-end market opportunities in places like China and India. Cook explained that Apple could sound the alarms, but ultimately Apple making the most products in a particular category “wouldn’t be good for Apple.”

Instead of speaking about a much cheaper iPhone, or even one with a larger Note-like screen, Cook touted iOS’s dominance on tablets. Additionally, as AppleInsider notes, Apple commands high margins for products, which has thus far remained a solid business model for the Cupertino company; Apple collected 69 percent of handset profits throughout the industry in 2012.

Going off Cook’s comments, it certainly seems like Apple will continue on its “less is more approach,” at least for the immediate future.


Brandon Russell

Brandon Russell enjoys writing about technology and entertainment. When he's not watching Back to the Future, you can find him on a hike or watching...