Apple Chief Executive Officer Tim Cook - the man in charge of a company that brought in over $8 billion in profit last fiscal quarter - isn't worried about a stream of new products "cannibalizing" one another.
His main focus is taking on the world of PCs, and perhaps one slate in particular.
That did not, however, keep him from commenting on it.
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"What we're reading about it is it's a fairly compromised, confusing product," Cook said, immediately setting Apple's tablet line apart from the new offering.
"One of the toughest things you do is make hard tradeoffs and decide what a product should be, and we've done that with the iPad."
Cook and company are clearly locking their sights on making the PC market grovel by offering devices that work in tandem with each other, not against.
The real decision, he said, comes down to picking between an iDevice and a PC.
"We've learned not to worry about cannibalizations," Cook said. "The far bigger opportunity [is] the 80-90 million PCs sold every quarter.
"I think a great number of those people would be much better off buying an iPod or a Mac. There's a much bigger opportunity there for us than people buying a PC."