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Tim Cook

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Everything you need to know about Apple's CEO

Tim Cook was appointed CEO in 2011 when Steve Jobs stepped away from the company as his health worsened. Cook was handpicked by Jobs to be his replacement, having served as a close friend of Jobs during their entire career together.

A graduate of Auburn University with a degree in industrial engineering, Cook earned his Masters from Duke University’s School of business. Prior to joining Apple, Cook spent 12 years at IBM, then served as the Chief Operating Officer of Intelligent Electronics. He then had a short stint at Compaq.

Cook first joined Apple in 1998 after being recruited by Jobs. Cook remarked in a commencement address at Auburn University that, five minutes into his interview with Jobs, he knew he wanted to join Apple. “My intuition already knew that joining Apple was a once in a lifetime opportunity to work for the creative genius,” he remarked.

At Apple, Cook started out as senior vice president of worldwide operating. He served as interim CEO in 2009 while Steve Jobs was on medical leave. In 2011, Cook again stepped in to lead day-to-day operations while Jobs was ill, before ultimately being named CEO permanently just before the death of Jobs.

Cook has been very outspoken on a variety of social issues, including the need to protect user data and privacy, as evident by his vocal refusal to unlock an iPhone used by one of the San Bernardino gunmen. Cook has also voiced his displeasure with controversial legislation that enables LGBT discrimination in a handful of states in the United States. Likewise, Cook has frequently called on the United States Congress to pass LGBT protection legislation. He became the first openly gay CEO of a Fortune 500 company in 2014, as well. Cook has led Apple in the San Francisco Pride Parade in recent years.

View all Tim Cook-related articles below:

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New Apple Stores headed to UK and Germany starting with Leeds grand opening on Thursday

Apple has plans to announce at least 30 new Apple stores this year to add to the 400 or so it already has up and running, and today we get tips that it has also started advertising jobs for new locations in Germany and the United Kingdom.

First off is a new U.K. Apple Store located in Trinity Leeds shopping center in Leeds. TechnoDaily pointed us to an announcement from Apple that the new store will open March 21 at 10 a.m. local time.

Apple also appears to have new stores on tap for Munich in addition to job lists going up for the already confirmed Dusseldorf store.

CEO Tim Cook announced plans earlier this year to open 30 new retail locations in 2013, most of which will be located outside of the United States. Apple will also move 20 stores to new, larger spaces during the year and bring the total number of countries with Apple Stores to 13 after launching its first store in Turkey.

Ferrari in talks with Apple to broaden in-car entertainment partnership, unveils iPad mini equipped FF coupe

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As Ferrari unveils its new 1 million euro “LaFerrari” hybrid, the company has also confirmed it plans to strengthen its partnership with Apple in the months to come. According to Bloomberg, Ferrari Chairman Luca Cordero Di Montezemolo said the company is now “in talks with Apple about broadening a partnership on in-car entertainment.”

Ferrari SpA, the luxury carmaker owned by Fiat SpA (F), will be “more precise” about its partnership with Apple (AAPL) Inc. in the next few months, Chairman Luca Cordero Di Montezemolo said.

Ferrari, which today unveiled the 1 million euro hybrid model “LaFerrari,” is in talks with Apple about broadening a partnership on in-car entertainment, Di Montezemolo said today at the Geneva motor show.

Ferrari also said today that its new four seater FF coupe will come equipped with iPad minis:

The FF is also now seamlessly integrated with Apple technologies, thanks to direct access to the infotainment system via SIRI voice commands and the adoption of two iPad Minis as the entertainment system of choice for the rear seat passengers.

Ferrari announced in November 2012 that Apple Senior Vice President Internet Software and Services Eddy Cue was joining its board of directors. Cue tweeted about the launch of the new LaFerrari mode today, saying, “Ferrari does it once again… it is stunning.”

The full video of Di Montezemolo speaking at the Geneva motor show is below.

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Spotify, Tweetbot, PanoPerfect for iPad, Waze, Bad Piggies, AppHero 2.0, more

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In addition to a new Cloud Player app for iPad from Amazon and the roll out of iTunes in the Cloud features to new countries, below we have put together our usual list of notable apps and updates hitting the store today:

Spotify version 0.6.0: Perhaps the biggest update today goes to the Spotify iOS app which, on top of receiving a “shiny new interface” equipped with a sidebar, includes a “Now Playing” bar, a new Track menu, and a number of other new features and fixes:

• New: Shiny new interface. You can navigate around the app with a new sidebar. Check it out by swiping left-to-right, or by pressing the ≣ button in the top left of the app.
• New: Now Playing bar. You’ll always see what you’re listening to along the bottom of Spotify. To switch tracks, just swipe along it. Tap or drag to see more information about the current track. Tap the cover art in the extended view to use AirPlay, and disable/enable shuffle and repeat.
• New: Track menu. Tap the … button on any track to see a redesigned context menu.
• Fixed: “Track only available online” issues. This would sometimes appear after start-up, or when you’d been offline for a little while. Not any more.
• Fixed: Lock screen will now always display the correct track.
• Fixed: Shuffle now switches off after you’ve used “Shuffle Play” on an album or playlist.

Waze version 3.6: Waze, one of Apple’s Maps partners and an app CEO Tim Cook recommended as an alternative during the iOS 6 Maps controversy, gets some nice new features today. Among the new features is real-time road closure reporting and routing, a refined map with only relevant road names, and much more:

✓ Report road closures in real time. Waze will close off the road and route others around it
✓ Report pins tilted on map to better indicate direction of event
✓ Reduced map clutter by showing only relevant road names
✓ New moods!
✓ New inbox with multiple message selection
✓ Update gas prices popup: When in gas station users prompted to update price (Europe only)
✓ Optimized performance and multiple bug fixes

PanoPerfect for iPad: We’ve told you about the PanoPerfect app before– an Instagram type experience designed specifically for sharing panorama shots. Today the developers have released its first iPad version of the app and also revamped the iPhone app.

PanoPerfect is a free, fun, and simple way to share beautiful panoramic photos on your iPhone. Find, follow, and share gorgeous panoramic photos with friends. Panorama’s go into a stream where you can comment and like your favorite ones.

Bad Piggies version 1.2.0:  Rovio’s popular Bad Piggies franchise gets updated today with 30 new “Flight in the Night levels,” 6 Road Hogs levels, new achievements and much more. The free apps and HD iPad versions receive the same update today.

Tweetbot version 2.7.3:  The iOS versions of the Tweetbot apps get a few tweaks. The iPad version gets the same update:
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Apple renews efforts in India with increased distribution, marketing & installment plans

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Despite comments from Apple CEO Tim Cook last year about India remaining a lower priority than many other emerging markets, a report from Reuters today detailed how Apple is “aggressively pushing” the iPhone in India through payment plans and a new marketing campaign. Cook suggested last year that India wasn’t the biggest international focus for Apple and multi-layer distribution in the country “really adds to the cost of getting products to market.” According to Reuters, on top of an aggressive marketing campaign and payment plans, Apple also aims to increase the distribution channels Cook mentioned last year:
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iPad mini now in stock in many countries through Apple online store

After improving to “3-5 days” shipping time in most major markets late last month, the iPad mini is today listed as in stock for all models in at least the United States, Australia, Singapore, New Zealand, and Canada. Some other stores, such as the United Kingdom’s online store, is still quoting an estimated shipping time of “1-3 business days”, but Apple’s listing of the device as in stock in the U.S. likely means the company is starting to catch up with demand. At Apple’s earnings call, Apple CEO Tim Cook noted that the iPad mini remains constrained and high in demand. He also noted that Apple would significantly increase the supply but wasn’t sure if it would reach a supply/demand balance on iPad mini during the current quarter.

 “we sold 23 million iPads, we obviously could have sold more than this because we could not build enough iPad minis to come into a demand balance… Im sure there was some cannibalization of Macs there.”

(via @iphonehackx)

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Google to open retail stores to compete with Apple Stores

Google is launching retail stores by the end of the year to sell its own products, we’re reporting over at 9to5Google. Will Google try to squeeze into the local Mall between the new Microsoft store and the existing Apple store? Will it be able to supplant some of Apple’s MacBook sales with its $249 Chromebooks? iPhones with Nexuses? Find out more.
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Apple CEO Tim Cook on iPhone displays: OLED color saturation and brightness don’t measure up

More from Apple CEO Tim Cook’s talk at the Goldman and Sachs conference this morning: When asked about the iPhone’s screen size, Cook noted size isn’t always everything and the company is more focused on delivering the best experience.

Cook also said that consumers should think twice before shopping online with a device using an OLED display due to poor color saturation and lack of brightness. However, he didn’t rule out the possibility of a larger screen iPhone.

Cook’s full comment is below:

I don’t want to say whatwhe will do or won’t do. The way companies compete is with two things, specs and price. In the camera business people say, “I have the most megapixels”. Do you know the speed of an AX processor? Does it really matter at the end of the day? You want a fabulous experience when you use the product. If you look at displays, some people are focused on size. There are a few other things about the display that are important. Some people use OLED displays, but the colour saturation is awful. If you buy things online, you should think twice before you depend on the colour of the OLED dislay. The Retina display is twice as bright as an OLED display. I only bring these points up to say there are many attributes of a display. Apple sweats every detail. We want the best display. I think we’ve got it. I’m not going to comment on what we’re going to do in the future.

…That’s the only religion that we have, is that we must do something great. We want to enrich people’s lives. We sweat the details on those.

Apple to live webcast Tim Cook’s Goldman Sachs technology conference presentation Feb. 12

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Apple announced today on its Investor News page that CEO Tim Cook, like in previous years, is scheduled once again to speak at the upcoming Goldman Sachs Technology and Internet Conference. Apple will make a live webcast available for anyone who wants to listen to live-streaming audio from the conference call. Cook’s talk is scheduled for 7:15 a.m. PST on Feb. 12 and will be available to stream from Apple’s website.

If you miss the live broadcast, Apple will most likely post audio of Cook’s full talk after the event as it did last year. You can listen to Cook’s presentation from the 2012 Goldman Sachs conference here.

iMac shipping times continue to slip in EU to 4-6 weeks, as iPad mini shipping estimates improve

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We told you last month that shipping times for Apple’s new 21.5-inch iMacs slipped from an estimated delivery of 7 to 10 business days to 2 to 3 weeks. Today, iMacs are continuing to experience supply shortages with shipping times on many international Apple Stores once again pushed back. As noted by French language blog macg.co, Apple’s online store is now listing the 21.5-inch iMac as shipping in 3 to 4 weeks and the 27-inch model as available in 4 to 6 weeks in at least France. While Apple has yet to update its U.S. website with the new shipping times, Apple stores in Germany, the United Kingdom, Poland, the Netherlands, and many other European Union countries are now listing the longer wait times for new iMacs.

We heard that Apple expects to reach a supply and demand balance for the new iMacs (and iPad mini) within the next couple of months, but CEO Tim Cook recently noted that supply constraints will most likely continue into Q1. The same thing goes for Apple’s new iPad mini that, as of this week, is now shipping with an improved delivery time of 1 to 3 business days in at least the U.S. and Canada:


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Peak Mac — Will Apple ever sell 5M Macs in a quarter again?


The bad news

Dan Frommer wrote a post that I was going to write but never finished. His is better anyway. The not-recommended TL;DR is: Even though CEO Tim Cook said there were plenty of reasons (5) for the decline of Mac growth, including iMac constraints, Mac sales for the year are heading toward “flat.” From our liveblog, you can hear Cook’s comments specifically:

On declining Mac numbers: Cook: “If you look at the previous year, our Mac sales were about 5.2M. The difference is 1.1… iMac were down by 700k units Y-O-Y…. There were limited weeks of ramping on these products (iMacs) during the quarter.” We left the quarter with significant constraints on iMacs. Our sales would have been significantly higher… Our channel inventory was down by over 100K units at the beginning of the quarter.

–Cook says market for PCs is weak… “we sold 23 million iPads, we obviously could have sold more than this because we could not build enough iPad minis to come into a demand balance… Im sure there was some cannibalization of Macs there.” If you look at our portables alone we were inline with IDC’s projections of market growth.

While not making enough iMacs for Christmas shopping was a significant and uncharacteristic operational misstep, it doesn’t account for the significant drop in Mac sales overall year-over-year and even sequentially. iMacs and desktops in general have been a declining component of the Mac market as MacBooks take over the space, so even a significant drop in iMac sales wouldn’t account for a 20-percent drop year-over-year and sequentially. Apple also released new Mac Minis and 13-inch Retina MacBook Pros in the quarter, and the rest of the Mac lineup (including the Mac Pro) was updated just a few months before the quarter began.

Cook rationalized why Macs weren’t even flat and are “inline with IDC’s projections,” even though Macs have outgrown the market for something like 20 consecutive quarters previously.

Without a major hardware change or drastic price cuts, it is hard to imagine Apple having another 5 million Mac quarter. It would seem that, like iPods a few years ago, Macs have peaked. Apple’s iPods were cannibalized by iPhones.

The good news is that Apple is cannibalizing its own Mac growth (as well as overall PC growth) with its own high-margin iPads—and lots of them. In fact, Macs now represent significantly less than 15 percent of the total of combined numbers (below and corresponding revenues).


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Report: Apple’s rumored R&D center confirmed to open in Shanghai this summer

Following reports earlier this month that CEO Tim Cook’s most recent visit to China included talks about a new R&D center in China, new reports have claimed the Shanghai Municipal Commission of Commerce confirmed the facility will open this summer. Today’s report came from Chinese news website yicai.com and was translated by BrightWire:

Apple has registered three firms in three buildings in Pudong, Shanghai, and one of them will be dedicated to procurement management and R&D, according to documents on the Shanghai Municipal Administration for Industry and Commerce’s website.

(via MacRumors)

Apple lists Quanta Computer in Fremont California as Final Assembler for Macs

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In a recent update to its supplier responsibility pages, Apple has listed Quanta Computer USA as a final assembler of its Macs.

Final Assembly Facilities

These are facilities where Apple products are assembled and packaged for distribution.

One of the locations of Quanta’s final assembly is 44350 Nobel Drive Fremont, Calif., indicating that some Macs are or will be built in the facility.

.

Apple CEO Tim Cook noted in an interview with NBC’s Brian Williams late last year that Apple would invest $100 million to move at least one of its product lines to the United States. Quanta has assembled Macs for Apple for a long time in Asia.

Fremont may sound familiar, because we recorded more than a few of the new iMacs originated from Fremont after the November launch. These iMacs were delivered via FedEx and had the ‘Assembled in the USA’ moniker not only on the package but also on the actual machines. It now appears that Apple is confirming these products are indeed being assembled in Fremont.

Quanta, it should be noted, has U.S. assembly plants in both California and Tennessee. Previous package slips and Origin labels below.


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Tim Cook congratulates employees on another record quarter, to hold Town Hall Q&A

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Following reporting what CEO Tim Cook referred to as another record-setting quarter, today the Apple executive sent out an email to employees congratulating the team. Within the email, Cook thanked employees for their “incredible hard work and focus” and highlighted that the company sold over 75 million iOS devices during the quarter.

Like last year, when Apple held a Town Hall meeting following its Q1 results near a windshield repair Sugar Land TX company, Cook is asking employees to attend an employee communications meeting scheduled for today at 10 a.m. Pacific time. The email sent out last night following Apple’s earnings results conference call, and it noted that employees would be able to submit questions via AppleWeb in advance.

Apple will also broadcast the meeting live throughout Cupertino and other Apple locations. Cook’s full email is below:


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Shipping times for 21.5-inch iMacs slip to 2-3 weeks from 7-10 business days

Shipping times for the new 21.5-inch iMacs, at least in the United States, United Kingdom, and Canada, had sat at “7-10 business days” since the beginning of December. Following changes to shipping times for the device around the globe last night, Apple has today updated its U.S. site to reflect the new “2-3 week” shipping estimates being quoted. CEO Tim Cook warned in October that the company would experience significant iMac shortages for the full quarter. This pushes delivery for new orders of iMacs (27-inch included) well into February.

We expect Cook to provide updates on shortages later this week during the company’s earnings call.

Apple CEO Tim Cook ordered to give deposition in anti-poaching lawsuit

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Apple CEO Tim Cook has been ordered by U.S. District Judge Lucy Koh in San Jose to give a deposition related to an ongoing private lawsuit that claims Apple, Google, and others entered “no-poach” agreements, as reported by Bloomberg. Cook isn’t the only executive named in yesterday’s order. Google Chairman Eric Schmidt will also be deposed on Feb. 20, as well as Intel Chief Executive Officer Paul Otellini later this month.

Koh told lawyers yesterday that Apple founder Steve Jobs was copied on e-mails at issue in the case, and that she found it “hard to believe” that Cook, as Apple’s chief operating officer at the time in question, wouldn’t have been consulted about such agreements.

The judge said she was disappointed that senior executives at the companies involved hadn’t been deposed before yesterday’s hearing over whether she should certify the case as a group lawsuit. The class would include different categories of employees whose incomes, their lawyers argue, were artificially reduced because of the collusion. Koh didn’t rule on class certification.
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Report: Apple plans to open R&D center in Beijing

According to a report from Chinese news portal Tencent Tech (via MacRumors), Apple CEO Tim Cook’s recent trip to China included talks regarding a new R&D center in Beijing. The report also claimed Cook said Apple will “move a certain amount of its servers for App Store and iTunes to China in order to improve the downloading speed for users in China.”

The servers could point to Apple’s new Hong Kong data center, but the report also noted Zhangjiakou, Hebei Province, or Inner Mongolia as potential locations for a new data center.

At a meeting with Beijing’s acting mayor Wang Anshun on January 8, Apple CEO Tim Cook said the company plans to set up an R&D center in Beijing, an unnamed insider source told Tencent Tech today. Cook also noted that Apple will move a certain amount of its servers for App Store and iTunes to China in order to improve the downloading speed for users in China.

Apple to report Q1 2013 earnings on Jan. 23

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Apple just announced on its Investor Page that it would report its Q1 2013 earnings Jan. 23. As it does once a quarter, Apple will issue a press release at 4:30 p.m. EST with the numbers and follow with a conference call at 5 p.m. EST to discuss the results with CEO Tim Cook, CFO Peter Oppenheimer, and more. The report will give us a close look into how Apple fared during the holiday shopping season and its outlook for 2013. As of the last earnings report in October, Oppenheimer said he expected revenue of about $52 billion and diluted earnings per share of about $11.75 for Q1 2013. Past numbers, questions from investors on the conference call typically bring out new, interesting pieces of information from Apple, and you bet 9to5mac will provide full coverage. [Apple]


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New report profiles better working conditions in Foxconn’s Apple factories (Video)

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[youtube=”http://youtu.be/JtcQMFeNeTw]

In January 2012, The New York Times published a lengthy report covering the problems with Foxconn’s plants in China. The piece caused uproar, and it pushed Apple to perform its own audit in the factories that make its products and work to address the issues the audit found. Close to a year after publishing its first report, the New York Times has followed up with a second piece that found working conditions are getting better. One of the first steps was in March, when top Apple executives met with Foxconn executives to reduce worker hours and increase wages in 2013. This is said to create a ripple effect that will benefit the entire manufacturing industry.

Past wages and hours, changes are also coming about within the plant. According to the New York Times, new safety measures like automatic shut-off devices and protective foam are now in place to protect workers when doing their difficult jobs of assembling various Apple products. The piece told a story of one worker receiving a wooden, sturdy chair more comfortable on her back than the green plastic stool she once used. Apple also tripled the staff at its California headquarters to ensure safe working conditions across the world.

The changes also extend to California, where Apple is based. Apple, the electronics industry’s behemoth, in the last year has tripled its corporate social responsibility staff, has re-evaluated how it works with manufacturers, has asked competitors to help curb excessive overtime in China and has reached out to advocacy groups it once rebuffed.

Earlier this year, CEO Tim Cook spoke a lot about worker safety while changes were underway. “We insist that our manufacturing partners follow Apple’s strict code of conduct, and to make sure they do, the Supplier Responsibility team led more than 200 audits at facilities throughout our supply chain last year,” said Cook in an email. “These audits make sure that working conditions are safe and just, and if a manufacturer won’t live up to our standards, we stop working with them.” Subsequently, Apple issued a statement to the New York Times this week on the recent changes:


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Tim Cook nominated ‘Person of the Year’ by Time, as Apple begins tracking 1M supply chain employees’ hours

Just as TIME is putting Apple CEO Tim Cook on the shortlist for Person of the Year, Apple is meeting a milestone that Cook helped accomplish: increasing the number of employees it tracks working hours for from 900,000 to 1 million. MacRumors noticed the change in Apple’s supplier responsibility report:

Going deep into our supply chain, we now follow weekly supplier data for over 1,000,000 workers. In November 88 percent of workweeks were less than the 60-hour maximum specified in Apple’s code of conduct. In limited peak periods, we allow work beyond the 60 hour limit for those employees that volunteer to do so.

First round of 27-inch iMacs expected to arrive as soon as Dec.13

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Earlier today, a number of customers who ordered the new 27-inch iMac when it went on sale on Nov. 30 started receiving notifications from Apple that their orders have now shipped. Apple quoted estimated delivery dates for these customers ranging from Dec. 18 to the end of the month. However, it appears some might even receive their new iMacs earlier with one 9to5Mac reader receiving an estimated arrival date of Dec. 13.

Apple changed the availability estimates for new 27-inch iMac orders on its website last week from “3-4 weeks” to “January”, indicating some new orders might not be available to ship until the end of next month. Unlike some of the new 21.5-inch iMacs originating from Fremont in the United States, many report orders of the 27-inch models as shipping from Shanghai, China.


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Apple says new 27-inch iMac orders will ship in January

Earlier this month, Apple started pushing back the estimated shipping times for its new line of 21.5-inch and 27-inch iMacs. Apple CEO Tim Cook previously warned prior to the launch of the new lineup that the company expected significant delays leading into the holidays. While the 21.5-inch iMacs are still listed at “7-10 days” on at least Apple’s United States and Canada online stores, the 27-inch model is now listed as shipping in “January”. Apple previously displayed “3-4 weeks”.  While we are obviously now only three weeks out until January, the change could mean further delays for the new iMacs and possibly shipments late into January as opposed to at the start of the month.

Apple CEO Tim Cook’s full NBC Rock Center interview [Video]

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[msnbc id=”50112247″ width=”650″ height=”375″]

NBC just posted official clips from its exclusive interview with Apple CEO Tim Cook earlier today. The interview aired at 10 p.m. ET tonight, and now the full video of the interview has already made its way to YouTube. In the interview, Cook talked about product design, Apple’s plans to bring production of some Macs back to the United States in 2013, his thoughts on Apple, being CEO post-Steve Jobs, and his “intense interest” in TV. We’ll update this post when the official high quality versions hit the web. Part 2 of the interview is continued below:

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Apple’s Tim Cook takes TV project from hobby to ‘intense area of interest,’ says the industry is 20- to 30 years behind

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Apple CEO Tim Cook’s much hyped NBC interview is set to air tonight at 10 p.m. EST, but we are already learning much of what will be discussed during the conversation that took place in, among other places, Apple’s Grand Central retail store location in New York. Earlier today, a profile from Bloomberg revealed Cook’s plans to bring at least some production of the Mac back to the United States in 2013, but he also hinted that the company has big plans for a next-generation Apple TV product. According to a preview of the interview on NBC’s website, Cook referred to the project as an “intense area of interest”—opposed to the “hobby” that the company has considered the product since its inception:

“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,” Cook told Williams. “It’s an area of intense interest. I can’t say more than that.”

Is there some secret iMac assembly plant in the US?

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iFixit

From iFixit’s ritual iMac dismemberment yesterday, we learn that the particular 21.5-inch iMac they bought says it was “Assembled in USA”. The moniker isn’t new—we’ve seen it since at least a few iMac models back on the packaging. But as far as we can tell, “Assembled in USA” wasn’t etched in the actual machine’s aluminum, leading people to believe that the iMacs that were shipped were “refurbished in the USA”. However, this forum shows that some were actually assembled and sold new with the “Assembled in USA” label (below—27-inch iMac, previous gen).

Regardless of previous endeavors, Apple is shipping new iMacs “Assembled in USA”.  PED at Fortune found one. Jay Yarrow at BI found one, too. This isn’t an isolated incident. We also heard that other new iMacs say “Assembled in China”, as you’d expect.

Still, it makes for an interesting question:  Is Apple building some of its iMacs in the United States? Is that percentage growing since it seems much of the first line of iMacs are coming with USA labels?

The “Assembled in USA” label doesn’t just mean that foreign parts screwed together in the U.S. either. The U.S. Federal Trade Commission assumes that a “substantial transformation” must happen in the U.S. for the label to be used.

Specifically, the FTC states that the label “Assembled in the USA” should be the following:

A product that includes foreign components may be called “Assembled in USA” without qualification when its principal assembly takes place in the U.S. and the assembly is substantial. For the “assembly” claim to be valid, the product’s last “substantial transformation” also should have occurred in the U.S. That’s why a “screwdriver” assembly in the U.S. of foreign components into a final product at the end of the manufacturing process doesn’t usually qualify for the “Assembled in USA” claim.

Example: A lawn mower, composed of all domestic parts except for the cable sheathing, flywheel, wheel rims and air filter (15 to 20 percent foreign content) is assembled in the U.S. An “Assembled in USA” claim is appropriate.

Here’s where it gets more interesting. The FTC gives the specific example of a computer manufacture:

Example: All the major components of a computer, including the motherboard and hard drive, are imported. The computer’s components then are put together in a simple “screwdriver” operation in the U.S., are not substantially transformed under the Customs Standard, and must be marked with a foreign country of origin. An “Assembled in U.S.” claim without further qualification is deceptive.

That means one of two things: Either Apple or its contractors have some sort of significant manufacturing operations in the U.S., or it is being deceptive in its marketing (something that sadly, isn’t out of character)…
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