On Thursday, the company will be taking a “major step back” in its smartphone lineup, according to the company’s CEO Tim Cook.
The company is “taking a big step back on our software and our services,” he said in an interview with Bloomberg.
Cook also said the company is focused on the future, saying it is “the best place to work.”
He noted that the company has “many things in the pipeline” for the coming year, and that the next product “will be something that really speaks to our core audience.”
Cook is currently in the midst of his second term as CEO of Apple.
The Cupertino-based company is now under pressure to change its mobile strategy and focus on its more niche products, including its Apple Watch.
Apple’s new iOS 11 update will bring new features to the Apple Watch that will make it more useful for fitness tracking and other use cases, including improved notifications, and a new way to access the app store, which Apple is trying to increase in the coming months.
The changes in iOS 11 include a revamped app icon that makes it easier to see which apps are running and which ones are in background.
The update also adds a new “Find My iPhone” feature that will let users search for and install apps that they have downloaded from the App Store.
The new features will likely make the Apple watch a popular purchase for many people who are worried about the company cutting costs and moving away from the iPhone.
But Cook said the changes won’t necessarily make the watch more useful.
“We’re still going to be able to have an amazing watch,” he told Bloomberg.
“But we’re also going to have to change a lot of things in order to make it really a better watch.”