Tim Cook has claimed that Apple is "closer than it's ever been" to the release of a new product range.
Ignoring the fact that the nearest Apple was to releasing some new iStuff was, well, the last time it released some, Cook claimed exciting new things were in the offing.
Dodging questions about exactly what sort of products was set to roll out of Cupertino, he insisted that the reason fanbois hadn't been treated to brand new products was that Apple had been taking its time perfecting its top-secret technology.
He said: “You want to take the time to get it right. Our objective has never been to be first. It’s to be the best. To do things really well, it takes time. You can see a lot of products that have been brought to market where the thinking isn’t really deep and, as a consequence, these things don’t do very well."
So why haven't we seen innovative new products for a while? Because the OCD Apple mob simply cannot push out a less-than-perfect thing... not out of laziness, you understand.
"We don’t do very many things so we spend a lot of time on every detail and that part of Apple isn’t changing," Cook continued. "It’s the way we’ve operated for years and it’s the way we still operate. I feel great about what we’ve got coming. Really great and it’s closer than it’s ever been.”
Cook then finally threw fanbois a bone... with the revelation that Apple may or may not be interested in setting up a PayPal-style payments system. Very...er, innovative. And yes, that's a wallet in his pocket.
“I think it’s a really interesting area," Cook said. "We have almost 800 million iTunes accounts and the majority of those have credit cards behind them. We already have people using Touch ID to buy things across our store, so it’s an area of interest to us. And it’s an area where nobody has figured it out yet.
"I realize that there are some companies playing in it, but you still have a wallet in your back pocket and I do too which probably means it hasn’t been figured out just yet.”
So what's happened to the "reality distortion field" in these days of Peak Apple? Suddenly reality looks about as boring as we all knew it to be. So, if you don't mind waiting, we're off for a snooze until the fruity firm decide to do something interesting again. ®