Learn English – What does “double down” mean in this particular context

meaningmeaning-in-context

Apple's CEO, Tim Cook, said this in an interview:

We're going to double-down on secrecy on products.

I know this phrase is from Blackjack and it means to take more risk and expect higher return. But it doesn't sound like what it means by Tim. Could somebody please give me a hint?

(There is a similar question about "double down", but I don't think its explanation applies here either.)

Best Answer

Here's the quote with a bit more context:

"We're going to double down on secrecy on products," Cook said, but on other things, "we will be the most transparent company in the world," - like social good and supplier practices.

Double down is originally a blackjack term to play for double or nothing.

It is used more generally to mean make a calculated gamble to double your commitment, to concentrate or focus on something.

But it seems like use is changing, and it's simply means you will try twice as hard (as there's always some inherent risk in everything).

Cook is simply saying Apple are going to be more serious and committed about product secrecy.

The linked question asks about:

Palin is notorious for doubling-down on perceived missteps, typically blaming a biased media for not telling the whole story.

This is similar; Sarah Palin concentrates and pays extra attention when people claim she makes mistakes, usually trying to deflect blame to the media.

Related Topic