Tim Cook: "Be innovative - or die" - Swedish Dagbladet

Tim Cook, 52, who took over after Apple founder Steve Jobs’s death have periodically kept mobile and computer manufacturer good rate of innovation. But he has also had setbacks – and can be said to be inside a moment. The stock market does not seem to believe him.

Cook has certainly Ipad segment expanded and later launched Iphone 5C in plastic for discount stores, 5S with fingerprint reader and a new operating system. The launches of Apple always gets a lot of attention, but some observers wondered, for example, if an Iphone in colorful plastic really was the way to go for Apple.

Color is of course a matter of taste. But the stock market has traded down Apple by 30 percent in a year, while the indexes listed new highs.

But in an interview with BusinessWeek claiming a casual Tim Cook that he is not concerned about the share, or anything else either.

– I’ve been on a roller coaster for a long time for it, says Cook.

– I do not get euphoric when it goes up and I cut myself not in the wrists when it goes down.

Apple faces increasing competition from low-cost manufacturers in both hardware and software, thus Iphone in plastics intended to meet.

Tim Cook says he does not lose any sleep over smaller, agile Asian manufacturers, which he terms as “rubbish”.

– There’s always a lot junk on the market. And Apple is not in the junk business, he says, dismissing therefore part of the competition in terms of quality. Even the question of what he thinks of the price pressure low risk manufacturers create, with lower margins as a result, the CEO in response to:

– It happens in all consumer electronics, from cameras to PCs, tablets and mobiles. I can not think of a single consumer market where it does not create pricing pressure.

The former governor in the mobile market, Nokia is well known for the count. The mobile part is about to be sold to Microsoft, with which Nokia collaborated on software for a few years and from which the company derived its president. This is the tale of Nokia’s phenomenal rise and equally spectacular crash that mobile manufacturers basically over.

Tim Cook know the reason about Nokia’s failure, he says.

Apple’s strategy: to do the exact opposite.

– Nokia is a reminder to all who do business that you must always continue to innovate. And not to continue being innovative means to die, says Cook.