Here at Apple Car Fans we are obviously waiting for the Apple Car with baited breath. Since Apple is such a secretive company however, rumors alone do not confirm one day we will be riding in our very own self driving iPhone.
In a rare break from secrecy, Apple’s CEO Tim Cook in an interview with Forbes has apparently decided to public set expectations.
The interviewer asked Cook to admit Apple is building a car. “Yeah, I’m probably not going to do that,” said Cook.
He went on to say that Apple is mainly just exploring the space right now and not yet fully committed.
“We explore technologies, and we explore products,” said Cook. “And we’re always thinking about ways that Apple can make great products that people love, that help them in some way.”
He noted Apple chooses its product categories very wisely. “We don’t go into very many categories, as you know,” he said. “We edit very much. We talk about a lot of things and do fewer. We debate many things and do a lot fewer”
The interviewer went on to question Cook about the known hiring Apple has done in the car space and whether that speaks to commitment
“We don’t have to spend large amounts to explore. So I can’t talk about this certain area that you’re talking about,” said Cook about what stage they are at now. “But when we start spending large amounts of money, we’re committed at that point,” Cook said about the next steps.
We’ve been about being best. So we explore many different things, many different technologies. And at first we might not know what product it might wind up in. And then later we’ll see that that really cool technology enables maybe things that we’re doing today to take on something bigger, maybe something new. But once we start spending gobs of money—like when we start spending on tooling and things like that—we’re committed.