Apple CEO Tim Cook has brutally scorned the company’s closest rival in the nascent tablet market, evoking the memory of Steve ‘scrapper’ Jobs’s most bellicose moments in charge of the tech giant.
Although Apple still largely has the tablet space sewn up, its stiff grip on the sector began to loosen slightly over Christmas.
The reason? The arrival of the loss-leading, keenly priced Amazon Kindle Fire, which is estimated to have sold in the region of six million units, despite currently being exclusive to the US. And today, we got the first sign it might have Cupertino more than a little rattled.
In a Q&A session with money-sucking squid/the world’s most august investment bank Goldman Sachs, Cook tacitly slammed Amazon’s effort and its cheap Android stablemates as ‘joyless’ and - we’re only paraphrasing slightly here – 'cheap and nasty'.
Responding to a poser about tablets, he told delegates: “Price is rarely the most important thing.
“A cheap product might sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it, and the joy is gone.”
Cook added: “The joy is gone every day that they use it until they aren’t using it anymore. You don’t keep remembering ‘I got a good deal!’ because you hate it!”
His remarks come as Apple is reportedly preparing to unveil its third tilt at a tablet early next month in the form of the iPad 3.
Rumoured features take in a quad-core processor, a super high density retina display and a tweaked design.