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article imageTim Cook promises iPhone innovation 'you can't live without'

By James Walker     May 3, 2016 in Technology
Apple suffered its first iPhone sales drop last quarter but it doesn't appear to have shaken CEO Tim Cook. Amid rumours of the iPhone 7 being a potential disappointment, Cook gave an interview insisting Apple is making things you "can't live without."
Cook made the comments to CNBC this week. He told interviewer Jim Cramer that Apple has "great innovation in the pipeline" that will reverse the current downward sales trend and convince people to upgrade older devices.
He promised "new iPhones that will incent you and other people that have iPhones today to upgrade to new iPhones," adding, "We are going to give you things that you can't live without, that you just don't even know you need today … You will look back and wonder 'how did I live without this?'"
The comments come shortly after Apple posted its first quarterly iPhone sales decline in the history of the device. The growing maturity of Asian markets, including China, is causing Apple to stumble. Rival manufacturers are launching new features and designs that Apple has been slow to adopt.
Cook addressed these concerns, repetitively claiming Apple is working on new things that will bring innovation to its products and excite consumers. "We are incredibly excited about things we are working on, incredibly excited," Cook said during the interview.
A week ago, a prominent Apple analyst claimed the iPhone 7 will be a "disappointment" that "has no standout features." Ming-Chi Kuo of KGI Securities suggested Apple could ship as few as 190 million handsets in a worst-case scenario, three million less than in 2014 after the launch of the iPhone 6.
Cook dismissed fears of Apple losing its prominence in the tech industry, describing such concerns as a "huge overreaction" after the recent fall in Apple's market value. The company lost almost $50 billion last week after announcing iPhone sales had fallen. Cook said the figures were normal, explaining that the record numbers of people who bought an iPhone 6 in 2014 have naturally impacted sales of the iPhone 6s. According to Kuo, Apple may fail to resurrect shipments for some time though, if this year's iPhone fails to make an impact.
If current rumours prove correct, the iPhone 7 may bring little new to the table besides the usual round of performance, camera and battery improvements. Apple is currently tipped to be adding comparatively minor features such as wireless charging and a new audio connector to replace the 3.5mm jack.
The company is thought to be planning a much broader redesign for 2018, building an all-glass handset that will appear reminiscent of the iPhone 4. The handset will also include an AMOLED display for brighter, more saturated colours than today's iPhones.
Throughout the interview, Cook remained optimistic for the future of the iPhone and Apple. He also addressed the implications of the dip in the company's share value and considered fields Apple could grow into next. The two-part interview is available in full on CNBC's website.
More about Apple, Tim cook, iPhone, Smartphones, iphone 7
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