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.
Apple - USE TAG
reading•Tim Cook: We're going to 'double down' on secrecy
Nov 18•T-Mobile Black Friday deals are live: Free iPhones, LG and Samsung Galaxy phones
Nov 17•Black Friday 2018 iPhone deals: iPhone XR and XS for $150 off, free $400 iPhone X gift card
Nov 17•Black Friday 2018 deals: Surface Pro 6 for $800 and other PC, Chromebook, tablet sales
Nov 17•Black Friday 2018 smartwatch and fitness tracker deals: $80 off Apple Watch, $70 off Galaxy Watch, $50 off Fitbit Versa