the big innovation at apple is going to come from. we sat down with cook at the annual development conference as he checks out new territory for the company's future from tv to cars and apple's first new category in years, a smart speaker called home pod, a direct challenge to amazon and google. on this edition of "bloomberg studio 1.0," apple ceo tim cook. tim, thank you so much for joining us. it is really a pleasure to be here. tim: it is great to see you again, and unbelievable to be here, honestly. emily: let's start with the new smart speaker. why should people buy homepods over the competitors at this price? tim: what we tried to do is we tried to develop a breakthrough speaker first. music is deep in our dna, dating back from itunes and ipod. and so, we wanted something that, number one, sounded unbelievable. and of course, it does a lot of other things, right?