Apple's Cook Says No To Netbooks, But Then Again ...

During Apple's earnings call Wednesday, COO Tim Cook more or less shot down rumors that Apple would be entering the sub-$500 netbook space. Apple netbook rumors have been circulating around the Web for the better part of the year, with speculation—or maybe hope—that Apple would enter the market.

Those rumors persisted even when Steve Jobs last October called the netbook market "nascent" and remarked that there didn't appear to be a lot of units being sold in that space.

The reasons Cook offered on Apple's earnings call were similar to the ones Jobs has given in the past: Apple simply doesn't know how to make a cheap netbook.

When asked about a sub-$500 netbook, Cook acknowledged that Apple is keeping an eye on the segment but doesn't want to put out an inferior product.

"We're watching that space," Cook said. "But, right now from our point of view the products in there are principally based on hardware that's much less powerful than we think customers want. Software technology that is not good, cramped keyboards, small displays. And so, we don't think that people are going to be pleased with those types of products. But we'll see."

Again, the issue for Jobs, Cook and Apple seems to be that they tend not to enter a market unless they know they've created a product that seamlessly blends a user experience, interface, software and aesthetics.

But, then again, Apple has played coy about the markets it has eventually entered—iPhone, anyone?

"We've got some ideas here," Cook said. "But, right now we think the products there are inferior and will not provide an experience to customers that they're happy with."

That philosophy of watching and waiting seems to fit perfectly with what the industry has seen from Apple. The company will watch a market segment for a time then start drawing up plans to enter it. Jobs and crew will spend months developing and refining the product until they are ready to unveil it. And once they do unveil it, the form factor and ease of use, at least lately, have blown the competition out of the water.

Of course, Apple also puts a premium price on its products. But customers are willing to pay, so why change that model?

So, for the time being at least, a sub-$500 netbook from Apple doesn't appear to be forthcoming. But if the netbook market takes off in 2009 like some are predicting, the company may start to sign a different tune.