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"When I go into my living room and turn on the TV, I feel like I have gone backwards in time by...

"When I go into my living room and turn on the TV, I feel like I have gone backwards in time by 20 to 30 years," says Apple (AAPL) CEO Tim Cook in a TV interview. "It's an area of intense interest, I can't say more than that." Other news from the chat is his announcement one of the existing Mac lines will be manufactured exclusively in the U.S. next year.
Comments (24)
  • So is this supposed to be bad for China/ good for the USA? The fact that wages are now competitive with China hardly makes me sleep better...
    6 Dec 2012, 07:52 AM Reply Like
  • Automated assembly, highly trained machine minders earning a fair wage in the USA will operate machines that can manufacture these precision built computers. As a posed to hand assembled iDevices Made in China
    6 Dec 2012, 08:31 AM Reply Like
  • Yes IIRC Lenovo has or is in the process of establishing a laptop plant here in the states on the same basis: automation.
    6 Dec 2012, 12:01 PM Reply Like
  • Any coincidence that this statement was made after such a significant drop in market cap?
    6 Dec 2012, 08:16 AM Reply Like
  • How about because it coincides with the interview being broadcast tonight at 10 pm?
    6 Dec 2012, 08:54 AM Reply Like
  • It takes months/years to make a manufacturing shift. This has been in the works for quite some time and is to be applauded. This could signal a new day for American manufacturing if done right.
    6 Dec 2012, 11:50 AM Reply Like
  • So we complain about outsourcing, yet realize that unemployed Americans wont'/can't work for a competitive wage?
    6 Dec 2012, 08:16 AM Reply Like
  • it's the world you live in, don't blame Apple
    6 Dec 2012, 08:18 AM Reply Like
  • 3D TV? Hologram TV? Gotta to be one of those.
    6 Dec 2012, 08:20 AM Reply Like
  • get yourself a decent cable package and stop watching reruns
    6 Dec 2012, 08:26 AM Reply Like
  • "When I go into my living room and turn on the TV, I see my money melting away because of a tumbling AAPL stock"...
    6 Dec 2012, 09:02 AM Reply Like
  • I'm from Texas
    6 Dec 2012, 09:32 AM Reply Like
  • Apple needs a Pixar clone to make its own product content, and make it interactive. Interactive is the future of all program entertainment. Think about it. How much fun would it be to create your own movie with interactive, interchangeable choices of story, dialog, characters, locations, sets, plot twists, weather, etc? And, that doesn't even count the inevitable cross-discipline creativity goldmine that would spring from it.


    A new world awaits us. Do it.
    6 Dec 2012, 10:59 AM Reply Like
  • That's quite a large step away from their core competency. So far Apple makes nifty devices. On a smaller scale they are a distributor of content but not a creator. I think you try to become too big and do too many things you end up alienating yourself. I wouldn't want to see them stretch in that manner. It would be a misallocation of capital.


    If the focus is on a device that masters interactive entertainment that might be OK. I want them to stay away from content creation.
    6 Dec 2012, 11:49 AM Reply Like
  • Agree. Apple needs to get into "content," properties that continue to provide vast revenues well beyond hardware sales. With the cash they have I'd be buying a major network and a major film studio.
    6 Dec 2012, 11:52 AM Reply Like
  • Tim's comment is a strong indication for the following:


    1. The Apple TV's development is in its completion, and Tim can watch this TV in his office. (his comment on "When I go into my living room and turn on the TV, I feel like I have gone backwards in time by 20 to 30 years ". He only had that feeling when he is in his home.


    2. The Apple TV will revolutionize the TV and move the TV product 20 - 30 years in advance, not a baby step.
    6 Dec 2012, 11:07 AM Reply Like
  • It just seems like he is implying TV on the Go kind of product...but don't we already have that? Pausing live TV in one room and resuming it in another? Looking forward to what comes of this.
    6 Dec 2012, 11:19 AM Reply Like
  • TV is still mostly linear and static; information technologies have long been nonlinear and interactive. Just a guess, but it appears Cook is thinking about bringing TV into that realm. I imagine that involves at very least some dynamic integration.
    6 Dec 2012, 11:25 AM Reply Like
  • Cook paused when asked if the reason for keeping manufacturing in China was cost. He answered that it was not, that it was a lack of skills. What nonsense. It is a cost issue, combined with work ethic. Apple and Foxconn will take advantage of a diligent work force at a lower cost as long as they can. When relatively unskilled workers here realize they can't just get a job and slack off but need to start offering a similar work ethic at a competitive market cost, we'll see those jobs return. Cook needs to call it like it is.
    6 Dec 2012, 01:27 PM Reply Like
  • wouldn't you do the same? I think a lot of it has to do with skills and self discipline.
    9 Dec 2012, 08:14 AM Reply Like
  • I'm surprised by Cook's comments. As a multi millionaire and tech CEO i would think he could afford a more modern TV model than one that's 20-30 years old.
    6 Dec 2012, 01:58 PM Reply Like
  • There are lots of capable workers with skills and good education both eager and willing to join in a "back to work/made in USA" enterprise. Apple and Intel could make the most valuable political move on the current economic scene, besides solving for the exploited line workers overseas. There is some huge potential here – right?
    6 Dec 2012, 03:11 PM Reply Like
  • Apple is one of many to realize the benifits of manufacturing in the US. 1) Easier to manage production, 2) Your patients and ideas aren't being stolen as you provide these chinese companies all your blueprints (CAD files, Gerber files, Software......), 3) You arent loosing money on lost or stolen parts, and 4) Your competition (In apples case Samsung) has too much loyolty in China and maybe you can gain Loyalty and market share if you build in the USA. If done correctly US manufacturing can be revived with an end cost that the average US consummer would be willing to pay. I for one would pay a little more for a QUALITY (key word) US product and I think apple will deliver! If the germans can do it then so can we!
    6 Dec 2012, 04:07 PM Reply Like
  • Economic success driving up wages is good and bad news.


    On the surface, the hand-wringers moan about higher production costs.


    The silver lining is the Chinese people now have more cash to buy goods - Apple products for example ?
    8 Dec 2012, 10:24 AM Reply Like
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