Tim Cook NBC Rock Center Interview Part 2

In the second part of the interview Tim Cook discusses further its manufacturing and offers some interesting asides about Apple's approach to television.

“It’s a market that we see, that has been left behind. You know, I used to watch “The Jetsons” as a kid. I love “The Jetsons.” We’re living “The Jetsons” with this [iPhone]. It’s an area of intense interest. I can’t say more than that.”

It's clear that Tim Cook won't reveal exactly what Apple has planned for the Apple televsion, but his smile suggests that Apple is seriously planning something. And it's something that he has confidence in.

Tim Cook compared the design and assembly process of Apple, and how it can be brought closer to home. 

You know, this iPhone, as a matter of fact, the engine in here is made in America. And not only are the engines in here made in America, but engines are made in America and are exported. The glass on this phone is made in Kentucky. And so we’ve been working for years on doing more and more in the United States. Next year, we will do one of our existing Mac lines in the United States.

Throughtout the interview Tim Cook displayed the same ability to avoid questions about future products, and Apple plans. Although Cook ends on a great note that we think sums up Apple approach to product development, and helps explain why it is so secretive regarding product development:

"Our whole role in life is to give you something you didn’t know you wanted. And then once you get it, you can’t imagine your life without it. And you can count on Apple doing that."

If we knew what Apple was doing in advance it wouldn't be Apple anymore. It wouldn't be the company that gives us things we never thought of, and then can't imagine living without.

See also:

Former Apple CEO John Sculley: 'People underestimate how well Apple is run'