Tim Cook's D10 interview: Apple TV, secrecy and US manufacturing

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Apple CEO Tim Cook was the first guest to speak with hosts Kara Swisher and Walt Mossberg at the annual All Things Digital conference in Rancho Palos Verdes, California. The duo, along with journalists in the audience, peppered Cook with a constant assault of questions but the Cupertino chief kept his cool as he answered; selectively, of course.

On the topic of the rumored Apple television set, Cook was generally tight-lipped but did mention that it was an “area of intense interest” within the company. As with other products that they are considering or have already released, Cook said that they have to ask themselves a number of key questions: Can we control the key technology? Can we make a significant contribution beyond what others have done in this area? Will this product be one that we want?

He used the question to segue into a discussion about Apple’s set-top box where it became known that they have sold 2.7 million Apple TV units so far this year in addition to the 2.8 million boxes purchased last year.

On the topic of manufacturing, Cook said that Apple made a conscious decision a decade ago to leave manufacturing up to someone else but that he would like for products to be manufactured in America. Of course, some product components are already created in the US including the glass for the iPhone that’s created in Kentucky and processors for the iPhone and iPad developed by Samsung in Austin, Texas.

With regards to company secrecy and product leaks, Engadget’s live blogger Darren Murph noted that Cook was clearly displeased with leaks within Apple. Cook said that they were going to “double-down” on secrecy and that he was very serious about it. But in the same respect, he noted that they would be very transparent on some other things

Another thing Apple plans to double-down on is Siri. Cook admitted that the current iteration had a few shortcomings but further stated that “you’ll be really pleased with what you see in the coming months on this.”

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