Tim Cook's interview to the Wall Street Journal

Apple CEO - Tim Cook (Source - Apple.com)

Apple CEO - Tim Cook (Source - Apple.com)

Tim Cook is continuing his latest efforts in improving the PR image of Apple after a string of pessimism and negativity that has been surrounding the company, pretty much for the entire year of 2013. Apple traditionally is very reserved in giving interviews and revealing future plans, however little the revelations may be. But recently Tim Cook and other executives from Apple have been a little more forthcoming about offering interviews and kind of briefing, if not about future products, at least some insight into company's future roadmap. 

It means that we are betting on Apple (on the huge stock repurchase). It means that we are really confident on what we are doing and what we plan to do... You want to be able to adjust for the long-term interest of the shareholders, not for the short-term shareholder, not for the day trader...
— via 9to5mac

In a recent interview with the Wall Street Journal [via 9to5mac] Tim Cook revealed a few things that are interesting, to say the least. For one he mentioned that Apple has bought more than $14 billion of its own shares after the $50 drop in its shares after Apple announced the best ever quarterly results last week. He points out that he was surprised by the market's reaction and that this repurchase of its shares shows the extreme confidence that Apple has on itself. He also points out (rightly and indirectly) that they are interested in serving the needs of a long term investors and not short term profit mongers (cough cough Carl Icahn), by a gradual share repurchase program than an immediate $50 billion repurchase program being pushed for by certain investors. 

Other that the usual assurances that they are still focussing on growth and are planning accordingly and that new categories are definitely going to explored in 2014, he also mentioned that they are not in any hurry to spend the huge cash pile Apple has on anything brash. He said that they are actively looking for acquisitions and have stepped up their acquisition spending considerably. He stressed the fact that Apple will not mind spending billions of dollars for a buying a big company if that purchase is justified and that they are not against multi billion dollar acquisitions... interesting!

We’ve looked at big companies. We don’t have a predisposition not to buy big companies. The money is also not burning a hole in our pocket where we say, ‘let’s make a list of 10 and pick the best one
— via 9to5mac

And finally Cook also emphasized the usual but probably the most important trait of Apple, that they won't release products that are inferior but hit the right price point just to make more money and quality is more important to Apple than anything [via AppleInsider]. I think as long as this principle is strictly followed by Apple and its management their ship will be smooth sailing and this what Steve Jobs always preached. 

There will be new categories... We’re not ready to talk about it, but we’re working on some really great stuff... I just want to say that the macro thing for us is making a great product and we must do that. If we can’t do that, we’re not going to force ourselves to hit a price point that makes us produce a product that we’re not proud of because we lose who we are in that. We’re not going to do that
— via AppleInsider