Following the unveiling of the new Apple Watch, CEO Tim Cook sat down with Charlie Rose on his PBS talk show last week for a wide-ranging discussion about the company’s newest gadget, plus the state of television and why he green lit the purchase of Beats. Part one of the interview aired on Friday (Sept. 12) with a second installment set to go Monday (Sept. 15).
On the Apple Watch, Cook said the company had been working on it for three years and that they announced it so far ahead of its 2015 release in order to give companies like Twitter and Facebook time to develop apps for it. He also revealed that you’ll be able to store and playback music from the watch using bluetooth.
Calling Beats co-founders Dr. Dre and Jimmy Iovine “creative geniuses,” Cook said the company’s subscription service impressed him and justified the $3 billion price tag. “All of a sudden it dawns on me that when I listen to theirs for awhile, I feel completely different,” he said of Beats Music. “And the reason is that they recognized that human curation was important in the subscription service — that the sequencing of songs that you listen to affect how you feel.”
Cook was unsurprisingly vague about Apple’s next moves, but he did confirm the obvious: they’re working on stuff that will keep tech blogs in business for years to come. “There are products that we’re working on that no one knows about,” he said. “That haven’t been rumored about yet.” One of the future products may be TV-related, as Cook called the current user experience “stuck in the ’70s,” adding that it feels like “you’re rewinding the clock and you’ve entered a time capsule.”
Cook also said Steve Jobs‘ office has been left untouched since his death in 2011. “He’s in my heart and he’s deep in Apple’s DNA,” he told Rose. “His spirit will always be the foundation of the company. I literally think about him everyday… His office is still left as it was on the fourth floor, his name is still on the door.”
Further topics include the iPhone 6, Apple’s IBM partnership and globalization. Watch part one of Cook’s chat with Rose below.