Tim Cook Discusses Apple's Culture of Secrecy, Sapphire, and More in ABC News Interview - MacRumorsOpen MenuShow RoundupsShow Forums menuVisit ForumsOpen Sidebar
Skip to Content

Tim Cook Discusses Apple's Culture of Secrecy, Sapphire, and More in ABC News Interview

by

In honor of today's thirtieth anniversary of the introduction of the Macintosh, Apple CEO Tim Cook and executives Craig Federighi and Bud Tribble recently sat down for an interview with ABC News. ABC's David Muir was a guest on Good Morning America this morning, where he introduced a short preview of the interview, which airs in full tonight.

cook_federighi_tribble
In the clip, Muir talked candidly to the trio of executives about Apple's culture of secrecy, the company's plans for its Arizona sapphire manufacturing plant and the iWatch. Cook was forthcoming in the interview about his work habits and Apple's rumored black curtains, but as usual he adeptly deflected questions about Apple's future product roadmap.


The full interview will air tonight at 6:30 PM on World News with Diane Sawyer.

Tag: Tim Cook

Popular Stories

Tim Cook Apple Logo

Apple Event Today: Tim Cook Kicks Things Off With 'Good Morning' Video

Monday June 8, 2026 6:42 am PDT by
Ahead of the WWDC 2026 keynote at 10 a.m. Pacific Time today, Apple CEO Tim Cook has shared a short video in which country singer Lainey Wilson, actress Rhea Seehorn, DJ and producer Zedd, and other celebrities say "good morning" in various ways. "I think I'll say it the way I always say it," concludes Cook. Apple's hardware engineering chief John Ternus becomes CEO on September 1, so...
Read Full Article • 127 comments
tim cook wwdc 2026

Tim Cook Delivers Farewell Remarks at His Last Apple Keynote as CEO

Monday June 8, 2026 2:42 pm PDT by
Tim Cook closed out what is expected to be his last keynote as Apple's chief executive officer today with some emotive final remarks. Wrapping up a pre-recorded video message, Cook reflected on his tenure at the company. "Some of the highlights of my time as CEO have been events like this, sharing powerful new tools with all of you," he said, adding that what developers create with Apple's...
Read Full Article • 87 comments
Apple Logo Cash Feature Blue

Tim Cook Says Apple Price Increases Are 'Unavoidable' Due to Memory Costs

Wednesday June 17, 2026 2:08 pm PDT by
Apple is raising its prices to offset the high cost of memory and storage, CEO Tim Cook told The Wall Street Journal. Apple is no longer able to absorb the increased prices and will need to pass some of the cost on to consumers. "Unfortunately, price increases are unavoidable," said Cook. "We're doing our best to mitigate the huge increases that are being passed to us, and we've been trying...
Read Full Article • 569 comments

Top Rated Comments

kalsta Avatar
kalsta
162 months ago
Nothing gets the fans on my MBP excited like a good Flash video.
Score: 30 Votes (Like | Disagree)
E
ericinboston
162 months ago
There has been more Mac news on this website in the last 24 hours than the last 5 years of MacRumors. Seriously.
Score: 22 Votes (Like | Disagree)
S
scottsjack
162 months ago
Right there in the first picture you see some of what is wrong at Apple.

Grey hair.

Apple could use some young innovative people. As much as I like Apple (just got another one this week!) the product line has become stale, restrictive and overly-conservative. Users keep loosing connectivity and the ability to upgrade. The product line is full of holes, just what you might expect from some old, grey-haired dudes.
Score: 9 Votes (Like | Disagree)
69Mustang Avatar
69Mustang
162 months ago
Right there in the first picture you see some of what is wrong at Apple.

Grey hair.

Apple could use some young innovative people. As much as I like Apple (just got another one this week!) the product line has become stale, restrictive and overly-conservative. Users keep loosing connectivity and the ability to upgrade. The product line is full of holes, just what you might expect from some old, grey-haired dudes.

I would counter and say that's part of what's right at Apple. Steady leadership. They don't react to every new idea just because it's new. Sometimes slow and steady wins the race. I think Apples methodical approach has proven itself to be the right strategy. The results speak volumes. They change when they need to do so.

Also, I'm not in their HR Dept but I am pretty sure they have a crap ton of young innovative people working there. And about that... innovation doesn't have a chronological equivalency quotient.
Score: 7 Votes (Like | Disagree)
Rocketman Avatar
Rocketman
162 months ago
While this kind of retrospective and celebration is fun, it's very clear that this isn't Steve's Apple anymore.
I don't know. There is the compulsive attention to thinness. That's a Steve thing. There is the deprecating of "old" technology. Classic Steve. There's the release of a new OS with massively new innards, mostly unstable to end users and breaking work flow habits. Totally Steve.

Apple has adopted some of the aspects of Steve that annoy users in the name of changing the world around them.

Look at the iOS 7 update. Annoyed many users, but nonetheless is ubiquitous.

Apple is about the same. When you look at the slide show on Apple's site today it is interesting to me what Macs were used for. Not what I perceived, but all you have to do is look at 2001 and all of a sudden the internet is the make-it app for the platform.

I was using a IIci in a networked university to discover the internet in 1992. I think while I was discovering FTP and email someone came up with this thing called a browser. Useless! Nothing to see. Move along.

Rocketman
Score: 7 Votes (Like | Disagree)
Rogifan Avatar
Rogifan
162 months ago
The little clip isn't loading for me. Ho hum! Will try my PC when I get in.



I really like Craig Federighi but you might be right. I wonder what the design teams are like by comparison.

Here you go...

MacRumors content image
Score: 7 Votes (Like | Disagree)
Read All Comments