Tim: I think you're the best to do that. I think you should do it.
Adam: Steve focused on product marketing and design, not operations. Are you less focused on that
Tim: No, steve spent most of his time on things. But no, I'd say I spend time in many areas and not on those two
Dan Rowinski ? of ReadWrite: ownership stake of carriers/pipe
Tim: no I don't think we need to do that. if you look at Apple's business, mostly international. Owning something in the US would have little value outside the US. Plus people who own it know more about it than we do. I want to make great devices and use some of the bandwidth. I don't think we need to own the pipe
Lance Ulanoff from Mashable: what did Jobs tell you back in 1998 when he lured you to join Apple at a time when the company wasn't in the best of shape? Could you have imagined this 14 years later?
Tim: it was a very interesting meeting. Steve had hired an exec search firm to run operations, gotten a call at Compaq a few times. They kept calling, I eventually said I'd talk. I had no time so i flew out on a friday redeye flight
Tim: 5 minutes into the conversation I wanted to join Apple. Why? He pointed a story, a strategy of taking Apple deep into consumer when everyone else was not. Following the herd is not brilliance. I was brilliance in the iMac he described. I saw someone unaffected by money, always impressed me to see that
Tim: those three things had me resign immediately. Did I see the iPhone, iPad,.. no. apple was the only tech company i knew of where if a customer got angry, they would yell and yell loudly but continue to buy. At compaq, people who got angry would just go to Dell, and from Dell to IBM
Tim: there was this emotion that you could see. When you looked at the balance sheet of the company I saw something I could add
Question about product naming
Tim: "the new iPad" -- look at iPod, we changed it and kept calling it iPod. iPod mini named that until it was changed dramatically to become iPod nano. iPod shuffle evolved over time
Tim: with iPad, same thing. iMac, MacBook Pro has changed dramatically with the same name. You can do it either way. Stick with the name people love that. Number generation shows progression. iPhone 4S kept the 4 added S to show differentiation. We were thinking about Siri when we did it. iPhone 3S was for
Tim: the new iPad was not a shocking new naming thing. Goes back to the way we did the Mac and iPod.
Warren Lee with Cannan partners: biggest challenge with Steve missing?
Tim: I knew all of the people. The shocking thing was that i started getting 1,000s of emails per day, mostly from customers, talking to you like you're sitting in their living room
Tim: I was getting hundreds, but this went up. This was huge, i view it as a privilege. Can't real all of them, but it shows the emotional connection
Tim: The other things... can't say anything else has surprised me. Not an unfamiliar place, not unfamiliar people. A company I've been in love with for a long time
emerging trends: wearable computing (google project glass), and Windows 8 tablets going full circle in a bad way, Pen Computing?
Tim: Nike Fuel band - I think there's some cool things that can be done. The question is, can it change someone's behavior? I think the book hasn't been written yet. A cool thing might fade, but if it can make people think differently, it might continue. good companies working on this
Tim: Microsoft? I like what we're doing right now. Other things we're looking at fit better to what we think we can improve upon
Josh Topolsky of Verge: gaming: you don't own or participate in living room gaming in any way on the TV
Tim: depends on what you call the living room.
Josh: Microsoft Xbox / Sony PS3 and you?
Tim: I look at it differently. we're big in gaming with iPod touch. Gaming has evolved with more people playing games on portable devices rather than the big screen. Where we might go... we'll see. We want to do what customers want us to do
Tim: I'm not interested in the console business just to be in it
Tim: I think it could be interesting
MacRumors: do you think the attention paid to Apple from rumor sites is a distraction or positive?
Tim: I think its good that people care enough. I think all of that is great. Do I want something printed on a web site that's confidential? No, but I think of our ecosystem as includes people talking, disagreement
from Google: why is Apple in advertising with iAd
Tim: Advertising not one of the four legs of the stool. Don't see it as Google does obviously
Google: how does iAd work with focus?
Tim: so you want me to get out of the ad business? (laughs) I hope the chairman of the FTC isn't in the room
Walt: chairman of the FTC literally is in the room
Tim: apple doesn't need to own a social network. but does need to be social. how we do that is integrating twitter in iOS, Mac OS in Mountain Lion. Some people think of iMessage as part of that. Game Center, things like this make our devices make our devices more useful. Doesn't mean Apple needs to own a social network
Tim: we tried Ping and the customers voted and said we won't put a lot of effort into it. Will we kill it?
Kara: you could totally sell it to Google+ (what a zinger!)
Question for Walt and Kara: what do you think about the Tim Cook interview?
Walt: you're the journalist I'd like to hear your answer on that
Kara: that was Tim's answer!
Kara: I think Tim is charming for being here the first time
Applause:: Tim off the stage
Break for dinner and partying!
Thanks for attending AppleInsider's coverage of Tim Cook at D10
Thanks, Dan. Thanks everyone. Full coverage of the remainder of the conference can be found at www.appleinsider.com for the remainder of the week.