Tim Cook talks Apple secrecy on Mac's 30th anniversary

Apple CEO Tim Cook

(Credit: Sarah Tew/CNET)

Apple's Tim Cook admits that Apple is a secretive company, so secretive that he can't spill the beans on very much, at least not to a curious ABC News reporter.

Cook recently sat down for an interview with ABC's David Muir for a segment that airs Friday on "World News with Diane Sawyer" at 9:30 p.m. PT. A brief except of that interview popped up this morning on ABC's "Good Morning America." Along with Cook in the excerpt were Senior VP of Software Engineering Craig Federighi and VP of Software Technology Bud Tribble.

In response to Muir's question about Apple's famed secrecy, Cook acknowledged that secrecy is part of the culture and excitement at Apple based on his belief that "people love surprises."

Digging further into Apple's cloak and dagger measures, Muir said that there are stories of black drapes over products in development.

"Yes, there are black drapes and numerous locked doors and many other things," Cook said.

"And employees who can't even tell their families at home what they're working on?" Muir asked

That's also true, according to Cook. "My wife has no idea," Federighi chimed in with a grin.

Muir said that viewers told him he had to find out what the next big thing is, hoping for a hint at Apple's next major product. But to no surprise, Cook deflected the question by laughing and telling Muir that "your badge probably wouldn't work in those rooms."

Finally, Muir touched on the new Mac Pro manufactured in a factory in Austin, Texas, asking Cook how big a deal it is to make computers in America.

"It's a big deal, but we think we can do more," Cook says. "We also announced a huge investment in Arizona. We haven't said what it's for."

"Sapphire glass?" Muir asked.

"It's the sapphire announcement, and that's all I'll say about it," Cook responded.

"When does that glass come off the line," Muir asked? "Is it for a bigger iPhone? An iWatch?"

Cook jokingly sidestepped that question by saying it's for a ring.

One topic not aired in the excerpt but covered in the full interview is Cook's take on the controversial NSA surveillance. Muir teased that Cook said it "might put the American people at rest if he were able to talk."