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At Goldman Q&A, Apple CEO Cook attacks specsmanship
By Phil Dzikiy | 02.12.13

Currently speaking at the Goldman Sachs Technology and Internet Conference, Apple CEO Tim Cook responded to a question about increasing the screen size on phones by mounting a direct attack on specsmanship. “The customer experience is always broader than that which can be defined by a simple number,” Cook said, suggesting that specs are what companies focus on when they can’t make truly great products. “Do you know the speed of an AX processor?” asked Cook. “Does it matter?” He said that for Apple, a great experience and great products were the goal, “the only religion that we have.”

Cook compared Apple’s Retina display to OLED displays, which have been the topic of much discussion yet have what Cook deemed “awful” color saturation. “The Retina display is twice as bright as an OLED display,” he said, mentioning that Apple feels very confident about the choices it has made with displays. “The only thing we’ll never do is make a crappy product. We’re going to make a great product… We must do something great, something bold, something ambitious. We want the customer to be the center of it ... to enrich customers’ lives.”

As for future display technology, Cook said, “I’m not going to comment about what we’re going to do in the future, that releases our magic, I’m not going to do that.”

Next: Cook talks up growth, potential of iPad

Previous: Apple patents 4th-gen iPod, Newsstand

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