The guy has got common sense

Apple CEO Cook: If we don't innovate, we'll end up like Nokia

Innovation stands at the center of Apple's plans for the future, the company's CEO Tim Cook indicated in an interview with Bloomberg.

Speaking to Bloomberg in an interview published on Thursday, Cook said that Nokia's fall from grace as a dominant force in mobile to one that has become an also-ran and could soon have its mobile division bought out for $7.2 billion by Microsoft, is a warning to his company and any other competing in the space.

"I think [Nokia] is a reminder to everyone in business that you have to keep innovating and that to not innovate is to die," Cook told Bloomberg.

Deciding what is true innovation and what is a bore, however, might be proving a bit more difficult for Apple than in the past. After announcing new iPhones last week, Apple's shares fell on Wall Street, indicating investors weren't necessarily pleased with what they found. Cook told Bloomberg that he wasn't happy to see Wall Street's reaction to the iPhones, adding that it makes him question what's next.

"You have to bring yourself back to, 'Are you doing the right things?'" Cook told Bloomberg. "And so that's what I focus on, instead of letting somebody else or a thing like the market define how I should feel."