Analysts have been trying to convince Apple for some time that it needs a range of iPhones to better compete with rivals like Samsung, but CEO Tim Cook doesn’t agree.
During his interview at D11 last night, Cook explained to Walt Mossberg that Apple doesn’t want to become “defocused” with multiple iPhone lines. He did suggest, however, that the Cupertino company may address different consumer needs in the future.
Mossberg highlighted that Apple offers a range of iPods to suit different needs, and asked why the company doesn’t do the same thing with the iPhone. He also pointed out that a lot of consumers want bigger displays and “phablet” devices.
“It takes a lot of work, a lot of really detailed work, to do a phone right when you manage the hardware, the software, and the services around it,” Cook replied. “And we’ve chosen to put our energy in getting those right… and we haven’t become defocused in working multiple lines.”
But Cook did not rule out the possibility of that changing in the future. “Well, we haven’t made [multiple devices] so far,” he told Mossberg. “That doesn’t shut off the future.”
“Are we now at a point to serve enough people that we need to do that?” Cook added.
Cook did insist, however, that today’s iPhone Retina display is “overwhelmingly the best” display on the market, combining the best color, white balance, and brightness with good battery life and longevity. Bigger displays come with sacrifices, he said.
If you’re a fan of larger phones — as I am — then I think Cook’s comments are promising. Although it doesn’t look like Apple will make a larger iPhone in the foreseeable future, the company clearly recognizes that this may be a route it needs to take later on.
You can watch the interview below: