The company's CEO has insisted the organisation's main focus is attempting to "see around the corner" to predict the next great innovation in technology and he's hinted there are some interesting new ideas being worked on that haven't been discussed publicly yet.
During an interview on CBS Sunday Morning, he explained: "A large part of what we do is focusing all on the future... We're always trying to see around the corner and identify things before other people identify things and begin working on those.
"In our labs right now we're working on things for several years out. When you design your own silicon, you must do that. You must have the discipline to have a fairly longterm view given the speed with which technology runs at."
However, Tim refused to be drawn on any details about what Apple experts are coming up with. He said: "Another through line [from the Steve Jobs era] is the focus on secrecy. We're obsessed with staying secret about the things we're working on."
He went on to talk about the company's former CEO Steve, who co-founded the company and died in 2011. Tim said: "His DNA is deep in this company and we revere him.
"There's not a day that goes by that I don't think about him ... just the fact that he had such great vision and such great principles that all of this time later it still serves as the guide rails for a company like Apple.
"Other than his family, his greatest invention wasn't a product, it was Apple itself and it's a privilege to be here ... He's a brilliant guy, he's a genius. He's a once in a thousand years kind of person.
"I loved him. In addition to all of those things he was a dear friend. I miss him terribly."
It comes after reports suggested Apple is developing AI-powered smart glasses, camera-equipped AirPods and a clip-on pendant.
According to Bloomberg, the products are being designed around an upgraded version of Siri that can interpret visual context, allowing the assistant to respond based on what a user is seeing in real time. The supposed devices will link closely to the iPhone, leaning on it for processing power while expanding Apple’s ecosystem into always-on, camera-enabled accessories.
Tim also recently hinted at the company’s broader ambitions, saying Apple is working on new “categories of products” enabled by AI.
He added: "We’re extremely excited about that."
Bloomberg claims the most advanced of the three projects is a pair of smart glasses - reportedly code-named N50 - which could enter production as early as late 2026 ahead of a potential 2027 release.
