Apple CEO Tim Cook reassured investors yesterday that the company is not going to stand still with its products portfolio, and that it has been working on "some incredible plans" for a while.
Speaking at the D11 Conference in California, Cook said that updates to the iPhone, iPad, iPod and Mac will not be the only products that the Cupertino-based firm will be launching in the coming years, according to the specialist site TechCrunch.
Further reading
Microsoft takes a swipe at Apple's iPad with Windows 8 attack ad 1-in-10 school computers is an Apple iPad, Android, Windows or Amazon tablet Apple targeted in EU smartphone antitrust probe Apple CEO Tim Cook defends company against charges of aggressive tax avoidance
"Many people now say that innovation means a new category - yes we're still a company that's going to do that," he said.
However, Cook did not delve into detail as to what the new products might be. But he emphasised that the "TV experience" was not one that people love, and hasn't been brought up-to-date for a decade - fuelling speculation that Apple is working on an Apple TV.
He labelled wearable technology, such as watches and glasses, as "an area that's ripe for exploration" and "profoundly interesting".
However, he said it would be difficult for a product such as Google Glass to take-off, pointing to a lack of wearable devices with multiple functions in the market at the moment.
"There's nothing that's convinced a kid that doesn't wear glasses, or a band, or a watch, to do so," he said.
As competition with the likes of Samsung and Google grows, though, Cook asserted that it is not the number of devices the company sells in each category that matters, but how much the consumer uses the device.
He pointed to the amount of web traffic and e-commerce that happens on Apple's platforms to support his point.
The Apple CEO also emphasised the importance of the company's design chief, Jonathan Ive, to the operating system overhaul that the company is overseeing.
The new operating system, iOS7, is expected to be unveiled at Apple's annual developers' conference next month.
