Speaking about his company with The Wall Street Journal, Apple CEO Tim Cook was not discussing a topic he'd likely rather be talking about days before he introduces us all to the new iPhone 6. Instead, he was being grilled about online security.
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Apple's software has been implicated in a hacking scandal that exposed the intimate private photos of over a hundred female celebrities and rocked Apple on Wall Street.
The tech giant has very vocally denied culpability, claiming that the leak was caused by guessed passwords and phishing scams as opposed to glitches in iCloud and features like "Find My iPhone."
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Cook kept the party line, saying that, if he could change anything, it would be making people more aware about the importance of strong passwords and protecting information.
"When I step back from this terrible scenario that happened and say what more could we have done, I think about the awareness piece," he told The Wall Street Journal. "I think we have a responsibility to ratchet that up. That's not really an engineering thing."
Apple claimed it spent 40 hours in investigating the leak, and is now working with law enforcement to bring the hackers to justice.
"We want to do everything we can do to protect our customers, because we are as outraged if not more so than they are," Cook claimed.
Shares in Apple are up from yesterday, but still linger under $100.
