Apple CEO Tim Cook did two interviews that showed up today. The first appeared this morning via Bloomberg Businessweek. It was heavily linked across the internet. It was presented in question and answer format, and rambled on for many screens. There’s a lot of material to read through with that interview, and it’s worth it. It’s an exciting, interesting, informative piece.
Then, tonight, Brian Williams had the first television interview with Tim Cook. At least, that’s their claim. I didn’t see much of an interview in there. The piece spread out across two segments of the show, but Tim Cook talked for about a minute and a half of it. Most of the piece was a monologue by Brian Williams describing Apple’s successes and challenges, often accompanied by a 5 seconds response from the CEO before quickly cutting away to the next thing before he had a chance to really answer anything or discuss a single topic in any depth. It was the most frustrating waste of twenty minutes I’ve felt from watching TV in a long time.
When Brian Williams tries to get Tim Cook to spill the beans on how Apple would transform the TV industry, I was hoping Cook would say, “By obsoleting you, Brian.” No such luck.
Maybe next year.
By the way, the big news out of the two interviews is that Apple is planning to produce one of the existing Mac lines in America. I’m laying my money down on it being the next Mac Pro. Why? Because that machine is so damned expensive that its buyers won’t notice the extra few hundred they’ll have to spend to have it built here. You can’t make a $999 laptop on an assembly line in America, but a $3000 desktop machine? Sure, that’s a possibility.
This is a question Williams put to Cook during the interview. He asked Cook how much more an iPhone would cost if it were built in America. And just as Cook was starting to explain why the problem isn’t so much the cost as it is the manufacturing talent, the tightly-edited piece quickly whip-panned onto the next segment.
Somehow, Williams was getting together with Josh Topolsky from The Verge for a special live chat about the interview tonight. I don’t know what they plan to talk about, since there was barely any interview shown on my television screen…