In an exclusive interview to BBC in Davos, HP CEO Leo Apotheker talked about HP’s future, upcoming product launch on February 9^th, and HP’s desire to be “cool.”

HP wants to revamp its image and reputation. Apotheker says that HP has prepared a whole new line of products that will be launched next week under a new name and a new look. Apotheker took over HP four months ago after the previous senior manager was forced to resign, and has a lot of pressure on his shoulders; HP’s share price is dwindling at $47 and profit margins are nothing to write home about. On March 14^th, Apotheker will have to prove himself to investors and the public that he has what it takes to relaunch the company. He will then have the “secret answer” and a “vision of what HP is capable of in the future…the starting point.”

He says HP wont’ make the same mistake as in the past, talking about products that aren’t ready to buy yet. He promises that the products that will be announced on February 9^th will be ready to ship just a few weeks later. He also advanced that only HP can satisfy consumers with unique, innovative products that are intuitive to use.

HP can also attract businesses so that they meet corporate standards for security, governance, compliance and robustness.  He hopes that this will allow the company to match up to Apple, who he sees as their biggest competitor and isn’t afraid to say so.

“I hope one day people will say ‘this is as cool as HP’, not ‘as cool as Apple’,” Apotheker says.

When asked how he plans to beat Apple who not only has the “cool factor” hands down, but a market value of $316 billion, more than Microsoft and almost triple that of HP’s $103 billion; he answers, “That bothers me…we are undervalued.” He then continues to add “Shame on us, though. I don’t think HP has been telling its story as well as it could over the past few years.”