before 2 pc predicted tim kirkwood but apple's next ceo. and he was right. he dug in to what made the company so successful insurers his discoveries in his new book in said apple how america's most admired and secretive company really works good to have you here. i guess the first thing that's very interesting in the subtitle is secretive. it's kind of interesting new talk about the company that they're pretty close mouthed about their strategies and techniques but let's get down and found out what was going >>> wasn't tumble and send the walls they were where project but the way i got in was talking to lots and lots people over a long amount of time three years four years depending on how you figure just basic street at investing in reporting a called a lot of people and got told no and not enough gut told yes enough times. >>> and not surprised it took three years and should take another only because it might be difficult to get people to open up. >>> apple people trained not to open up people employed there now will not talk or they could be fired and i di

and then by tasting the apple we're to tell that as well. then we taste the product during its fermentation. in our case, the fermentation-maturation cycle is quite long. it's about eight months long. you know, normally, wine might spend a few weeks in fermentation, so we have a long, slow, cold fermentation process and maturation process. so we taste over that period of time, and then in the end, with the final--we ferment each of the varieties separately, so in the end we're able to kind of adjust and create the profile that we're looking for. - and is it parallel to--with grapes, it's grape juice that turns into wine; this is apple juice that turns into...? - exactly. it's apple juice, but it's frozen apples, so it's a very concentrated, high level of sugar before fermentation which yields this sweet dessert-style wine. - like port a bit. - yeah, it's a sweet wine a bit in that style, exactly. like ice wines, or sauternes, or any of the other--tokajis--any of the other sweet wines you would find, yeah. - and apples--am i wrong--apples obv

apple products. again, part of the whole patent and the business plan that they are working up would allow apple andheir customers to connect multipet operators where they select the best in any given market to give them the best experience. >> thanks for your time. we appreciate it. a very interesting idea, but would this make you less inclined to buy the apple share fist they got into the business? >> depends how they get into it. it's an interesting concept, but they want to control everything as dan mentioned. they will not have a product that doesn't work like apple wants it. if you want to play this, the person is more likely to do it is goingle. . >> let's go to a shorter term look at apple. wall street is reporting that apple was ordering display screens that measured at least four inches and the production could begin next month. when you say production begins next month and whatever time, that means that -- that people don't buy iphone now. >> they broke the stock and it's breaking 550 on the downside. they are mid-march here. if this is true and they will do a lot of these android phones

i would say the scene that you described where you are arriving and first see him in the apple orchard, do you remember exactly where that is? >> i'll page through it and see where it is. i might do a short theme where i describe what he looks like and this perfect them. >> if you want to revert to your texas voice. >> the last time i saw my brother, we had an immense fight. it was in his house in san antonio, i am describing, the book opens with this fight. this is sort of a picture of my brother at this exact moment. there are always apples around him, women, too. apple pie, big sheik antique bowls of wooden apples, read and golden, apples pencils, produce framed on the library wall, texas vegetables from the rio grand empire. i am an american first, then a texan he would say not understanding he sounded like auggi march. the clues are there, i later realized. a man's fate is his character. you always have to show off and tell us what you know, carl said. i'll be in washington next week i say. i have an interview, i have to close of peace. you promised me, you said you would stay awa

apple pie, big sheik antique bowls of wooden apples, read and golden, apples pencils, produce framed on the library wall, texas vegetables from the rio grand empire. i am an american first, then a texan he would say not understanding he sounded like auggi march. the clues are there, i later realized. a man's fate is his character. you always have to show off and tell us what you know, carl said. i'll be in washington next week i say. i have an interview, i have to close of peace. you promised me, you said you would stay away from washington state. you sat right here and said you would not go to the cascades. he yells as loudly as i have ever heard him. washington, d.c. i shout back. i have the trait as well. [laughter]. >> as you are thinking about that, i would like to ask you to give us one more. there are 2 completely surprising and interesting substories woven through this narrative of your brother, 1, your fabulous aunt character in mexico getting frosty into mexico and running around with frita caller and your discovery of apples? >> this is astonishing, are we talking about th

why have a desktop, laptop and phone when apple's mobile devices make a laptop redundant? while it's terrible news for pc makers like dell and for facebook, it's fantastic for apple, which remains the one to buy. marcia in ohio. marcia. >> caller: hi, jim. i've been hearing so much about the digital social media cloud computing thing. i bought some cirrus logic. it did great. in march i decided to buy bright cove and jive. cirrus is up about 60%, jive is down 38. what is the right strategy and what can you tell me about the two stocks that have gone down so much? >> bright cove, i've used their product and it's very good. i would not give up on that. jive is part of this social media craze. that's the problem. it's become a craze. i'm not in favor of owning it. this was the worst day in a decade for dell. what we have to conclude is that apple has obviated the need for many for the small form factor computer that was dell's bread and butter. stick with cramer. >> coming up, tailor made. the makers of calvin klein and tommy hilfiger is showing demand on the other side of the

one of the most challenging aspects and excruciating painful for me writing apples and oranges and say what is my responsibility here? how can i put this on the page? how i drove my brother crazy. >> one of the things i want to ask you about, your books, you are known as an investigative reporter, long complex narratives involving dramas and situations. i am curious to know what was hardest about memoir with somebody living their life as a working journalist? let me preface it a little bit with someone who has similar tendency. this is from 2005. i would like it if you would read from here. >> perfect. yeah. this is a moment in the book where, i am kind of flipping out writing about my brother. i am listening to tapes, because of course i have gone back to the orchards, my brother has died at a young age. i have gone back to the orchards to do interviews, i keep doing this dancing about what it is really about. i am saying i am outside the event although in the middle of it. it is protection, part of the latex that is covers me. making tapes, to crack the grid that i can understand on

take dell, they're bracketing from machine gun fire, they're on the down side, the low end and apple's ipad and iphone on the upside. you think you can out innovate spam? in an era where everyone seems to get snookered by the likes of facebook, you don't have worry about the big guys yet getting a call to get out of hormel. no one cares about hormel, which i love. and hormel gives you another great way to win thanks to the great commodity crash now. i can only imagine how strong their earnings could be in the futures because the turkeys that go into jennie o's turkey eat a lot of corn. you know what else hormel has? a long runway of growth that isn't western europe based, a dividend, 45 consecutive years of dividend boosts. it's never missed a payout since 1928. don't worry, hormel is not straying away from its core spam business. you're going to be seeing an animated character, sir camelot. get it? we all have our spam stores, don't we in my spam lot story came as a young boy, climbing the mountains, we've been running on fumes, desperate, thirsty, we had to turn to the one liquid tha

and no he ran microsoft and outside of apple you see what happens to all the other companies. all right so reggie you know you used the term they're open source relating to google's model and this of course of a software that is basically free so contrasting that with apple apple of course has a very you know digital rights management enclosed garden or walled garden as they call it a very proprietary network so looks as though fray in this sense is going to trump the pay for software model is that a fair characterization well that would be my guess but let me correct you know the google software is not free i don't believe there's not there's no such thing as free you know somebody is paying for it somewhere the way open source works is you know upfront investment it doesn't come out of pocket as you can get the call without paying for it but you still have to manage the quote upgraded care for that cetera so basically the cost is smoothed out and shifted versus being purchased from a proprietary vendor and having to use it wit

we're doing that these next three days and the apples would have been grown in orchards on his property. and you can see some of them here. the type we're using are the newton, the pippen, and the russette and one other variety. the first step would they'd have to be pressed or crushed in an apple press which includes a device to crank and crush up the apples into chunks, and then that would be put into a large press, which in the 18th century would've had a big rectangular press with a wooden jack screw that was basically hand cranked down to squeeze all of the apple chunks. the pulp is basically what you're squishing and from that excretes the juice. and that would be fed down and collected in buckets. and then from that point on, you're going to ferment that juice. and in this case, what we're doing is fermenting this large barrel here called a hog's head. so this is about 5% to 6% alcohol content when you're done. so the fermentation process for apples takes longer than it would for making a whiskey, which was also made here, which was the main commodity. you're looking at 14 to 30

apple. activists with green peace dressed as a giant ipod and iphones for a protest in front of apple's headquartersn cupertino. two people were taken into custody. the protesters passed out fliers and called on apple to cloud the data centers with clean energy instead of coal. >> this costume is to let apple know they had been an innovator in the technology sector. >> green peace says apple should follow the lead of other giants such as facebook and yahoo! which activists say have all adopteddialcies to epsure they are increasingly powered by -- ensure that they are increasingly powered by clean energy. and apple pointed to a new data system it's building in north carolina saying "we believe this will make -- this will make maiden the greenest center ever built." >>> we went by the former occupy encampment this morning. this is what we saw. a tractor was operating on the property. university research projects are excepted to begin out there this week. uc police cleared the protesters encampment yesterday morning. protesters say they will meet at 5:00 to discuss what to do next. >>> francois holland

the things you say will be recorded and sent to apple and converted into text. an article in mit's technology review it states ibm bans some apps including sury for fear that sensitive information could be liked. other banned apps include doctor box and apple's icloud. >>> security is tight in a lot of places, including here. >>> plus, coach freeze wants you to help beat leukemia. the moat vision behind this all. >>> we start off with an alarming study on autism. a study says while detection can happen before the age of three, often time kids are not diagnosed until they're five. the sooner it's detected, the better for them. half received medication as part of the treatment. most of the medications are stimulants or antianxiety or mood stap stabilize -- stabilizer drugs. >>> women who are trying to quit smoke during pregnancy may have an alternative. viet -- vitamin c can significantly improve a baby's lung function. researchers found that newborns of smoking women who took a vitamin c supplement had better lungs than those of smoking women who received a place

the most important stock in this market will be if facebook ever bottoms, apple! andcould be a very good thing, even though apple gave up the ghost this afternoon in the rest of the market with a european inspired decline. in some way the stock market is like an army. markets need leadership in order to advance. they follow the general like the soldiers do. the better the general, the more likely you are to triumph over the enemy. with a sustained rally. by the same token, when our best generals get taken out and shot, panic takes over and the rest of the market tends to retreat hastily to lower levels. i got to tell you, yesterday it was a little heartening to see apple, best general we have, back in command after being pummeled, perhaps even demoted by 100 points. apple led the charge. put on 31 points in a single session. remember that? seems like months ago. when apple's powering higher, creates good feelings, boosts the morale not just for tech but the entire market. it was just one day. the question we need to ask now is whether apple can continue to rally. espe

when i go back to apple and google, apple continues to bounce off the levels. when the market is getting punished, the money out of the market and out of apple started going back in and google held that 200 day moving average and look at the 200 day in google. that 600 level is where google seems to bounce. >> back to bob pisani. maybe there is talk of a transfer, but this may have impacted the marketing colors going out to other listings. >> you can bet that you almost don't have to mention it. just because there is no discussion, doesn't mean they don't want it. they would dance a jig because they highlight the differences. there is a single market maker and nasdaq has multiple and the people down here feel when you have one guy, somebody watching, things can be kept closely under wraps and watched more carefully. >> let's be clear on the first day that facebook had the delays and you are clear in saying it's not a difference between the nyse or nasdaq and it would have happened on either exchange. >> i have been here 15 years and seen plenty of technological

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the most important stock in it market will be if facebook ever bottoms, apple! andt could be a very good thing, even though apple gave up the ghost this afternoon in the european marketin some way the stock market is like an army. they follow the general like the soldiers do. the better the general, the more likely you are to triumph over the enemy. by the same token, when our best generals get taken out and shot, panic takes over and the rest of the market tends to retreat hastily to lower levels. yesterday it was a little heartening to see apple back in command after being pummelled, perhaps even demoted to within 100 points. it had the charge and put on 31 points in a single session. seems like months ago, doesn't it? when apple's powering higher creates good feelings, boosts the morale not just for tech but the entire market. it was just one day. the question is whether apple can ten to rahaly, especially after today's sickening late day reversal off of europe. i got to go with two different people, two brilliant technicians. my colleague carolyn broden, these a

. >> greenpeace activists blocked entrance to apple headquarters today paraded in front of the campus and demanded apple power i cloud with clean energy instead of coal. and apple says 60% of the power will soon come perfect a solar array. >> there is breaking news right now where a search is under way for a burglar, a pair of thieves made a mad dash this afternoon and there is where police caught one suspect and officers now searching for a second suspect who apparently ran from the vehicle. the mayor driving the wrong way in ashland. police say they have recovered the stolen property. >> there is a judge's decision landed a big blow to the defense. and there is judge ruled they to have aauthority to talk about the bruise she said he gave her. attorneys for lopez and mirkarimi do not want the video shown during his up coming commission hearing on the charges. lopez's attorney says she'll appeal and claichling it could violate the right to privacy. >> authorities not releasing the first murder victim of 2012. sheriff deputies found a man's body inside of a home on omega avenue during a pr

a pirate flag on their building and the bad guys with the pirate flag, that was the rest of apple. >> rose: great story. compare and contrast the two of them: bill and steve. >> well, i think that they are both very intense people. i think bill is more on the rational side of the grain. i mean, i don't remember if it's left or right. >> rose: i don't either. >> whatever side it is. and maybe steve is a little bit on the other side. >> rose: more instinctive. >> yes, artistic and... >> rose: i want to think that's the left side of the brain but i'm not sure. >> maybe it's only if you're left-handed. so i think that's probably the chief difference. brill is an excellent technical person:. >> rose: as a programer? >> yes. he understands the technical details. he understands the relationships he understands the consequences, the difficulties. i think there's a great difference. now, mind you, steve has been... what steve has been doing is incredible when the time was right and finding out the new market segments and exploiting them. >> rose: exploiting is the word. exploiting is the word

the department of justice is attacking apple now for the e-books. verizon and at&t are concerned about the apple and google in the smartphone market. what are they doing? they're starting to promote a windows based operating system with nokia. is it a good operating system? i think it's probably -- but they do not want an -- they're going to subsidize these handsets. it's waiting in the wings and partially weighing on the stock of apple right now. >> is there any way facebook is hurting apple? retail investor putting an order by facebook, if they don't get it, could they put it back into apple? is there any facebook effect on aapl? >> i haven't done the math and the volume of late. i suspect the amount of dollars trading in apple everyday would dwarf any kind of tactical decisions by retail investors in and around a facebook ipo. but i would like to address the previous comment because i think although your other guest is correct that apple's in a very different position now than it has been historically in terms of market power, there's also something powerful

. >>> and the future of apple. the company's secretive ceo makes an appearance. >>> and later in "the pulse," tom brady in a hilarious new comedy spot. >>> well, facebook stock appears to be in a free fall. the social network stock is now below $30, after losing nearly 10% yesterday alone. that's a drop of 24% since its much-heralded initial public offering earlier this month. as a result, ceo mark zuckerberg is no longer on fortune's list of the 40 richest people in the world. >> oh. >> he is still rich. don't worry about him. >>> overseas markets are mostly lower on disappointing news from europe. tokyo's nikkei average lost 24 points yesterday. hong kong's hang seng fell 376. in london, the ftse opened higher. on wall street, the dow rose 126 points yesterday. and the nasdaq index was up 33. >>> well, many college students are paying fees to access their financial aid money. nearly 1,000 colleges are now using payment cards to disburse aid. an interest group says the cards has fees from inactivity to how the card

well, there's a lot of talk about apple tv and the iphone 5. there's one more thing that can give apple a big boost one of our favorite analysts what to watch for right after this. much more "fast" straight ahead. countries took part in a 1 science test. #askfast. so did the country that came in 17th place. let's raise the bar and elevate our academic standards. let's do what's best for our students-by investing in our teachers. let's solve this. ttd#: 1-800-345-2550 let's talk about market volatility. ttd#: 1-800-345-2550 in times like these, it can be tough to know which ttd#: 1-800-345-2550 way the wind is blowing. ttd#: 1-800-345-2550 at charles schwab, we're ready with objective insights about ttd#: 1-800-345-2550 the present market and economic conditions. ttd#: 1-800-345-2550 and can help turn those insights into ttd#: 1-800-345-2550 a plan of action that's right for you. ttd#: 1-800-345-2550 so don't let the current situation take you off course. ttd#: 1-800-345-2550 talk to chuck. ttd#: 1-800-345-2550 introducing gold choice. the freedo

we were on skype and e-mail together. >> listen, on to thursday. the tactical position in applen the long side. >> fundamentals have never been in question. we know what they are. we have heard from tim cook and we know what the management in terms of the chinese economy. i think now it's all about finding a technical reference point. >> ride this out into q4. >> if apple and or google were to announce a 10-1 stock splis. >> let's go to rich right now. i mentioner that we had him. he's the analyst who covers the exchanges. thanks so much for joining us. we spoke to you on friday. you have had the weekend to see how this was all playing out. you heard the comments in the papers. what is your take now on what the damage to nasdaq ultimately will be because of this? >> i certainly think nasdaq will make it through. i do think it's a little bit more -- it has more of an impact than what i thought on friday afternoon. friday afternoon i thought the trade confirmations were all delivered at about 12:30. it went to close to 2:00. there was a two and a half hour lag time before the trad

the electronics giant is struggling to compete with rivals like amazon and apple. and another shake up over at jp morgan. the bank says chief investment officer ina drew will retire, she was in charge of the staff responsible for a $2 billion trading loss. sources say orjz at risk of being fired. drew is one of the highest-ranking women on wall street. as for action on wall street, stocks sank to lowest levels since february. and the bloomberg silicon valley index down 1% with intel leading the decline. finally, bloomberg learned apple is preparing a line up of mac book lap tops featuring a powerful chip and display. apple expected to unveil the probes in june. sources avenue will have an extended battery life and feature high definition screens like those on the iphone and ipad. at bloomberg studios i'm emily chang with bloomberg west. >> thank you. >> and coming up live from los angeles a preview of tonight's "dancing with the stars" semi finals. this could be the toughest week yet. >> claims of a plot to poison the dali lawmakera. >> and a balancing act keeping t