Apple Not Keen on Netbook / Low-Priced Notebook Computers – Tim Cook, circa July, 2009:
2:44 PT – DM: Tim: Our goal is not to build the most computers, it’s to build the best. Whatever price point we can build the best at, we will play there. At this point, we don’t see the way to build a great product for this $399-$499, this kind of price point unit. And, as I’ve said before—and I think this is playing out in many areas—many customers become disappointed and disenchanted after they’ve bought one of these. Focused on making best value. Now can buy MacBook Pro for $800 less than last year. Feel very good about strategy and pricing, and results bear it out. Macs have outrun the market 18 of the last 19 quarter. And I think we do have the right approach.
And:
2:49 PT – DM: Tim: I never want to discount anything in the future, and never want to specifically discuss new products. I think most customers that are buying a portable want a full-featured notebook, and we deliver those and some incredible value. Some of the netbooks that are being delivered are very slow, have software technology that is old, don’t have robust computing experience, lack horespower, have small displays and cramped keyboards, and I could go on and on, but I won’t. I think many people won’t be happy with, and we’re only going to play in things where we can deliver things that are very innovative that we’re proud of.