Burdened with more expectation after Steve Jobs paased away, Apple's chief executive Tim Cook has said he never felt the weight to be Steve.

"I've never felt the weight of trying to be Steve. It's not who I am and it's not my goal in life," the BBC quoted Cook, as saying. 

"Steve was a visionary. My role was never to replace him," he said during the Wall Street Journal's annual All Things Digital conference in California. 

When asked, how Apple would change under his leadership, Cook skirted the question several times, but ultimately deferred to Jobs' legacy as Apple's founder and chief executive. 

"I've never felt the weight of trying to be Steve. It's not who I am and it's not my goal in life," the BBC quoted Cook, as saying. 

"I am who I am, and I'm focused on that, and being a great CEO of Apple," he added. 

Meanwhile, Cook also said that Apple would double down on secrecy on products and that Apple TV remains an area of intense interest. 

According to the report, Cook revealed only a handful of incremental insights on Apple's products and strategies.