Apple CEO Tim Cook says the company could have made a larger iPhone long ago, but didnt, choosing instead to wait and make what it now considers a better product. We could have done a larger iPhone years ago, Cook told Charlie Rose in an interview that airs later today on PBS. There are 400-500 components on the Apple Watch chip Cook says the same adage was in place for things like the iPod, iPhone, and iPad, and how the company now views its next product — the Apple Watch.