Tim Cook Tells Charlie Rose “Now Is The Time” For Apple’s iPhone 6

In an hour-long interview that aired Friday night on PBS, Apple CEO Tim Cook told Charlie Rose that Apple’s philosophy has always been to be the best, not the first.

“We could have done a larger iPhone years ago,” said Cook in response to Rose asking if Apple had been challenged by Samsung in regards to the size of the iPhone 6 and 6 Plus. The iPhone 6’s screen measures 4.7-inches wide, and the iPhone 6 Plus measures 5.5-inches.

Cook noted all the times Apple hasn’t been first, referencing how the iPod, iPhone and iPad were not the first products of their kind.

[blockquote cite=”Tim Cook, Apple CEO”]We ship things when they’re ready.[/blockquote]

Cook claimed the iPhone 6 is the biggest advancement in the iPhone’s history.

“It’s really unbelievable,” said Cook, who went on to explain how Apple’s new iPhones integrate software, hardware and services in a way only Apple can do.

While Cook shrugged off Rose’s question whether or not Samsung had impacted Apple’s decision to increase the size of its iPhone, The Verge pointed out that internal Apple documents, released during the company’s court battle with Samsung, don’t necessarily jibe with what Cook told Rose.

Used during an off-site planning meeting in April 2013, an Apple presentation included slides that claim, “Consumers want what we don’t have,” and note the growth in smartphones with larger screen sizes that cost less.

Further into the interview, Cook was still reluctant to mention Samsung, even while discussing Apple’s competition.

When Rose asked Cook who was Apple’s competitor, Cook quickly named Google. “Google would be the top,” Said Cook, “They enable many people in the hardware business, like Samsung.”