Apple CEO Tim Cook joined Wall Street Journal writers Walt Mossberg and Kara Swisher on stage at the "D10: All Things D" event in Rancho Palos Verdes, CA, May 29. Cook, famously tight-lipped, did not disappoint, offering the audience teases about future products but little in the way of news.
Mossberg and Swisher pulled and tugged, teamed up and formed separate attacks --"You're killing me," Mossberg said at one point -- but the CEO of the notoriously secretive company offered the pair nary a detail. At least, not on anything that Apple hasn't formally announced.
What he did say was that Apple is going to "double down" on the secrecy surrounding its products, but about other things it's going to become "the most transparent company in the world."
"Social change. Supplier responsibility. What we're doing for the environment. We're going to be so transparent in these areas because if we are, other people will copy what we're doing," Cook explained, according to a transcript from MacRumors.
In the past, Apple put out annual reports on such matters. Now, it s putting out the reports monthly. "We want everyone to know what we're doing," said Cook.
Mossberg brought up Siri, Apple's digital assistant that has been the focus of several new Apple television ads. At Apple's Worldwide Developer's Conference, which will kick off June 11, an improved Siri is among the products that that Apple is expected to show off.
"Customers love it. It's one of the most popular features of our most popular products. But there's more that it can do. We have a lot of people working on this. You'll be really pleased with the things you'll see over the coming months," said Cook. "The breadth that you're talking about -- we've got some cool ideas about what Siri can do. We have a lot going on with this."
Cook added that Siri proved that people want to relate to their phones in a different way. "What makes Siri cool is that she has a personality. She becomes many folks' best friend."
"Isn't that a bit sad?" asked Mossberg.
I'm not one to judge," said Cook.