Quoted: Steady, now. Tim Cook on Apple’s stock roller coaster

“I don’t feel euphoric on the up, and I don’t slit my wrists when it goes down. I have ridden the roller coaster too many times for that.”

Tim Cook, Apple CEO, on the company’s stock price — which can have significant ups and downs based on rumors, speculation and the intense scrutiny of Cook, its products and every move. The Cupertino company’s shares are down about 33 percent from last September; they fell sharply last week after the introduction of a couple of new iPhones. (They’re up about 2 percent to $473.84 as of this post.) In an interview with Bloomberg Businessweek, Cook and chief designer Jonathan Ive and software head Craig Federighi talk about how Apple never intended to put out low-end phones; their love and care for Apple’s products; Android fragmentation; and “doing the right thing” by avoiding the “junk business.”


Photo of Apple CEO Tim Cook by Associated Press


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