TODAY | December 06, 2012
>> apple is the world's most valuable company, and its future has been a focus for a lot of speculation since the death of steve jobs . tim cook is now in charge at the helm for just over a year. he opened up to nbc's brian williams in his first television interview since taking over as the ceo and revealed a big change coming to apple.
>> why can't you be a made in america company?
>> you know, this iphone, as a matter of fact, the engine in here is made in america and not only are the engines here made in america , but engines are made in america and 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 .
>> let's say our constitution was a little different and president obama called you in tomorrow and said get everybody out of china and do whatever you have to do, make these, make everything you make in the united states . what would that do to the price of this device?
>> honestly, it's not so much about price, it's about the skills et cetera . over time , there are skills that are associated with manufacturing that have left the u.s. not necessarily people, but the education to stop producing them.
>> that's sad. how do we get that back?
>> well, it's a concerted effort to get them back. and with this project i've talked about where we will do a mac in the united states next year, i think this is -- this is a really good step for us. and the consumer electronics world was really never here. it's not a matter of bringing it back, it's a matter of starting it here.
>> good morning, thanks for joining us here.
>> while steve jobs liked to avoid the spotlight, he also thrived on it. as if he was selling products that were pieces of his own soul. he was inventor, pitch man, and new wave pied piper all in one. tim cook is just a different guy. while he believes in the almighty product just as much.
>> how are you not steve jobs ?
>> in many ways, one of the things he did for me that removed a gigantic burden that would've normally existed is he told me on a couple of occasions before he passed away to never question what he would've done. never ask the question what he would do, to just do what's right.
>> brian williams ' conversation with apple ceo tim cook . and you can see much more of that conversation tonight on rock center at 10:00 /9:00 central time right here on nbc.