Tim Cook: We're going to 'double down' on secrecy

Apple's chief executive notes that the company's going to "double down" on secrecy when it comes to its products.

Apple CEO Tim Cook on stage, talking to Walt Mossberg and Kara Swisher at D10. Asa Mathat /ATD

If there were any doubts that Apple CEO Tim Cook was a stickler for secrecy -- and frankly there haven't been -- he put those to bed tonight.

During a live interview at the D10 conference, which kicked off tonight in Rancho Palos Verdes, Calif., Cook was asked about whether Apple would be less secret under his leadership.

"We're going to double down on secrecy on products," he told interviewers Kara Swisher and Walt Mossberg. Cook was also asked about buying companies. "We buy companies. We don't like to make it public. It depends on the amount -- if I don't have to, I won't. That's part of the doubling-down on secrecy," he said.

At the same time, Cook said that the company would become more transparent with things like supplier responsibility and environmental issues, two topics that have been nearly as much in the spotlight in recent months as any of Apple products. "In this area I want people to copy us," Cook added.

That Apple would want to keep its products even more of a mystery to buyers should be no surprise. It's a key part of the company's strategy and stagecraft perfected by Steve Jobs, building excitement and increasing the desire for what comes forth from Apple.

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