Cook also said he has a "grand vision" for television that goes beyond an existing $99 Apple TV streaming device, but did not go into details. The company has maintained for years that it harbors an interest in the TV arena.
When asked if Apple has lost its cool, Cook said "absolutely not" and went on to list statistics of device sales and usage. He, however, acknowledged that he was frustrated with the sudden downturn in the firm's stock price.
Since hitting a record close of $702.10 last September, the world's largest technology company has shed 44 percent, losing more than $280 billion of market value - or more than the entire market capitalization of Google.
In April, Apple reported its first quarterly profit decline in over a decade and was also shunned by some well-known fund managers in the first quarter, with John Griffin's Blue Ridge Capital selling off its shares and Chase Coleman's Tiger Global Management sharply cutting their position.
Cook has tried to reset heightened expectations around a company and he has stressed that the company's position remains strong and has opened up more of its treasure trove to investors, doubling its cash return program to $100 billion by the end of 2015.
Cook's appearance at the conference follows his grilling by a Senate panel last week about Apple's tax management strategy.
The Senate Permanent Subcommittee on Investigations has found that Apple in 2012 avoided paying $9 billion in U.S. taxes, using a strategy involving three offshore units with no discernible tax home, or "residence".
But Cook, in his first congressional testimony since becoming Apple CEO in 2011, said his company is a major taxpayer, handing over nearly $6 billion in cash to the U.S. government in 2012.
Referring to the testimony, Cook said he felt strongly about the conclusions the subcommittee arrived at.
"So I thought it was very important to go tell our story and to view that as an opportunity instead of a pain in the ass."
(Additional reporting by Poornima Gupta; Editing by Edwina Gibbs)
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