Apple opens up, shares plans

In unprecedented exclusive interviews with NBC and Bloomberg, Apple CEO Tim Cook, who assumed the position last year after the passing of Steve Jobs, revealed details that hint at the future of Apple products. Among other things, he mentioned how Apple plans to bring more of its outsourced jobs to the U.S, while focusing on products that have the ability to be more popular.                

While the assembly of Macs and Apple’s mobile devices is exported to China, many components are either designed or manufactured in the U.S. There’ve even been a few units of the newest iMac with the “Designed by Apple – Assembled in the USA” label, rather than “Assembled in China,” discovered in the wild. Cook went on the record with Bloomberg saying that Apple will be investing more than $100 million to bring manufacturing to the U.S., although it will be with partners and not in-house manufacturing. While news of the “in-sourcing” of production may not be that important to consumers, it’s important to keep an eye on how much more expensive that “Made in the USA” sticker could make its products.                 

What’s more interesting to consumers is Cook’s change of heart on the Apple TV, the set-top box that accesses iTunes, Netflix and other content networks over the Internet. After launching with lukewarm success in 2007, Jobs considered it a “hobby” device, aimed at consumers who knew why they wanted it. Apple’s success with products post-iPhone is in big part due to the consumer reaction: “I need this, and I don’t know why.” That reaction definitely helps the iPad, and Apple now considers the Apple TV an “area of intense interest,” implying it has plans to make consumers feel passionate about the under-looked product, though there are no hints at what it could be. CV 

Robert Anhalt is Director of Content at Geek Speak Forum and contributes to Cityview.