Cook tipped his hand in an interview with Bloomberg, when he confirmed the company is working on self-driving cars, something that had been reported by a variety of media outlets since early 2015.
"We're focusing on autonomous systems," Cook told Bloomberg. "Clearly one purpose of autonomous systems is self-driving cars. There are others. We sort of see it as the mother of all AI projects."
It certainly sounds dramatic — except that Cook has said this just a few times before. Here are some other products that Cook has called "the mother of all" innovations.