Cook and his team make case for Apple's blueprint

09/19/2013 | Bloomberg Businessweek

Apple CEO Tim Cook and his top executives expounded on the company's strategy in a wide-ranging Bloomberg Businessweek report that comes on the heels of the release of two new iPhone models and the iOS7 operating system, as well as 12-month period that saw a shuffling of Cook's executive suite. "We're not in the junk business. ... I'm not going to lose sleep over that other market, because it's just not who we are," Cook said in explaining why Apple will not compete in the lower end of the market. Executives dismissed criticism that Apple has not innovated as much in the wake of former CEO Steve Jobs' death.

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