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.
The turn of phrase may seem like an odd verbal tic from Cook, but it has a history in the field of computer science: The first major demonstration of the computer mouse and many elements of graphical displays in 1968 is widely known as "the mother of all demos."
But others have associated the saying with Cook: Bloomberg's Shira Ovide and former CNET writer Dan Farber have both pointed out his fondness for the expression, and Cook's the only Apple executive to have used the phrase during public events tracked by FactSet.
So as Cook's predecessor, Steve Jobs, would say, the Apple Car is just "one more thing" on a mixed list.