![](\"https:\/\/live-rush-limbaugh.pantheonsite.io\/wp-content\/uploads\/RushAppleDevices.jpg\"\/)
<\/p>\nRUSH: We got Elliott back on his cell phone in Cranston, Rhode Island. Elliott, thanks. I appreciate you letting us do this, \u2019cause it was a really bad, intermittent connection we had when you first tried.<\/p>\n
CALLER: Well, it\u2019s an honor just to speak with you. Thanks for letting me letting me talk.<\/p>\n
RUSH: You bet.<\/p>\n
CALLER: My question originally was, “What made you fall in love with Apple products?” Because everything I\u2019ve seen, it\u2019s such a restrictive corporation. The apps need to be approved. You can\u2019t even write an app without a Mac. I can\u2019t stream an AVI to my Apple TV. It\u2019s just so restrictive. And as the freedom-loving man that I know you are, why?<\/p>\n
<\/p>\n
RUSH: Yeah, that\u2019s a good question. This is actually a really, really good question. And what he\u2019s talking about being “restrictive,” is software developers with the new operating system for computers, for the Macs, Mountain Lion. You don\u2019t get your app in the App Store unless it\u2019s “sandboxed,” which means… “Restrictive” is the word. The best way to explain it is that it can\u2019t access the data in any other app and very little of the operating system itself. Apple is doing this for security reasons.<\/p>\n
They\u2019re trying to make sure that they\u2019re the toughest nut to crack for malware, the Trojan software that\u2019s out there. Apple\u2019s made a decision, just to answer your question about that. They\u2019re deemphasizing their push into what\u2019s called the enterprise business — large business, corporate — and they\u2019re focusing on, as far as the business side, small business only. But they\u2019re really going lowest-common-denominator consumer. They want to make their machines as simple, as intuitive, as easy to operate for the most people possible. They\u2019re just mass marketing here.<\/p>\n
CALLER: Mmm-hmm.<\/p>\n
RUSH: They\u2019re not running the company for the geeks and the nerds anymore. They\u2019re not running the company for the power users and the power writers.<\/p>\n
CALLER: Unfortunately.<\/p>\n
RUSH: So on the “restrictive” side you\u2019re talking about, that\u2019s my theory about what they\u2019re doing. The reason I like it is I learned on Mac.<\/p>\n
CALLER: (garbled)<\/p>\n
RUSH: I\u2019m sorry, what was that?<\/p>\n
CALLER: It works.<\/p>\n
RUSH: Well, it does. It\u2019s innovative, and it\u2019s ahead of the game, but I learned on a Mac. I had a Blackberry once, and I could not keep it in sync. There was an app to keep it in sync with my Mac from my address book and phone numbers and all that. It just didn\u2019t work. The primary reason I couldn\u2019t wait for the iPad is so that I would have a remote device, a hand-held device that had all the stuff on my computer on it that I needed and kept in sync automatically. I think one of the greatest things around is iCloud.<\/p>\n
CALLER: Yeah.<\/p>\n
![](\"https:\/\/live-rush-limbaugh.pantheonsite.io\/wp-content\/uploads\/RushiPhoneSiri.jpg\"\/)
<\/p>\n
RUSH: But you know, I just read something the other day about Apple. You know, they have this big patent lawsuit going on with Samsung. Steve Jobs always said, “We don\u2019t do market research. The consumer doesn\u2019t know what he wants. That\u2019s our job.” Well, they did do a little bit. Some document dumps have shown that they did do market research of iPhone buyers and it was shocking. You know what they found, Elliott?<\/p>\n
CALLER: What\u2019s that?<\/p>\n
RUSH: They found that the primary reason people buy iPhones is because of trust in the Apple brand and design. And the last reason that they buy is the first reason that I buy. The last reason people buy iPhones, of all the options given them, was the option to keep all your data in sync across all your devices. That has me scared. (chuckling) What if…? I don\u2019t think they\u2019ll ever give that up. I don\u2019t know. Apple wouldn\u2019t let me in the door if I went out there. We tried for years to get them as advertisers; they wouldn\u2019t talk to us.<\/p>\n
Politically they have nothing in common with me, and your question is very valid. “Why in the world would you want to tout people that have no desire to do anything with you?” It\u2019s just the stuff works. I think it\u2019s state-of-the-art. I think it\u2019s the best out there for what I need to do. Their stuff has facilitated my productivity like nothing else has. I was sitting on my sofa last night, and I was doing show prep. I had my new laptop.<\/p>\n
I had the iPhone and the iPad, and I was using all three for different things. For three hours. I did not have to sit at a desk, did not have to be in any one particular place. I could have the TV on if I wanted to. In addition to that, it\u2019s fun! It\u2019s my hobby. It\u2019s my avocation. If I weren\u2019t doing what I\u2019m doing, I\u2019d try to figure out a way to get involved in this stuff. I\u2019d love to be an adviser and, tell them how they need to innovate — for me. Selfishly. I understand a lot of people, “Rush, these people politically, they probably despise you.”<\/p>\n
CALLER: Oh, yeah.<\/p>\n
RUSH: For this, it doesn\u2019t matter, I set it aside. I just have found that it\u2019s fun. I\u2019m one of these people, I\u2019m on the edge of my chair when we get close to the release of a new product, a phone or an iPad. Apple stuff is my Christmas morning. That\u2019s the best way to put it to you. As a kid, what Christmas was when you\u2019re a kid, that\u2019s what Apple stuff is for me. At age 62. That\u2019s cool. I like being able to have that feeling at age 62.<\/p>\n
CALLER: Yep, it\u2019s a great product, I love it. I just can\u2019t believe you don\u2019t get paid for as much advertising as —<\/p>\n
RUSH: That\u2019s what Kathryn says to me. “I can\u2019t believe that you don\u2019t get paid.” Why should they? When you look at it.<\/p>\n
CALLER: Exactly.<\/p>\n
RUSH: They make the greatest toys for adults of anybody out there. Plus, I have to tell you something. You know, I\u2019m a student of marketing, and they own it. They have it down pat. I\u2019m fascinated by how they run their business. The dirty little secret is that Apple didn\u2019t do it. Apple wouldn\u2019t be where they are if it weren\u2019t for me, and Obama. Now, who built the road, One Infinite Loop, in Cupertino? Anyway, greatest toys for adults. Yeah. Apple builds the greatest — (interruption) what are you thinking, dildos? What are you thinking? Toys for adults. I\u2019m talking about this stuff, the iPhone, the iPad, they\u2019re the most productive toys that anybody has ever had. <\/p>\n Plus, I marvel at what they do. I marvel at the technology. I am in stunned amazement. I can\u2019t believe that I\u2019m able to sit here and dictate whole paragraphs. I don\u2019t have to ever type anymore. I actively enjoy that. I don\u2019t take it for granted. Every time I dictate a response to Kathryn on the iPhone or an e-mail to somebody, I sit there after I\u2019ve done and say, “I can\u2019t believe this just happened.” To me, it\u2019s probably how Edison felt after inventing the light bulb. I\u2019m not inventing anything; I\u2019m just using it. And wait \u2019til you see Siri in the new OS. Everybody\u2019s talking about Siri, it\u2019s been a failure. It\u2019s in beta. Wait \u2019til you see Siri this fall when they come out with what\u2019s called iOS 6. It is what everybody hoped and thought it was gonna be when they first announced it. Anyway, Elliott, I\u2019m glad you called. Oh, one other thing Elliott. Keeping current on this stuff keeps my mind sharp and active and young and gives me a diversion from being constantly focused on the crap that\u2019s happening to the country.<\/p>\n BREAK TRANSCRIPT<\/p>\n RUSH: Let me explain one more thing or tell you about one more thing regarding Apple and that will be it. Everybody\u2019s talking about their move to television and what\u2019s it gonna be. Is there gonna be one? Are they gonna make a TV set? What are they gonna do? Steve Jobs in his biography written by Walter Isaacson<\/a> said, “I finally cracked it.” Everybody said, “What does this mean?” When you realize that on your phone — I don\u2019t care what phone, Samsung, Blackberry — the phone is just an app. If you look at it, the phone is just an app, then TV channels can just become apps. <\/p>\n![](\"https:\/\/live-rush-limbaugh.pantheonsite.io\/wp-content\/uploads\/00-24_7Self585.jpg\"\/)
<\/a><\/p>\n
![](\"https:\/\/live-rush-limbaugh.pantheonsite.io\/wp-content\/uploads\/SteveJobsBook.jpg\"\/)
<\/a>If I were in the cable TV business or DirecTV, I would be very worried right now because of something they just released in Mountain Lion. It\u2019s called AirPlay Mirroring. You have an Apple TV box, 99 bucks, you can mirror everything on your computer on your television set, which means you can buy for 99 cents a television show from iTunes, watch it on your computer, and project it to your 1080p high-definition TV without needing cable TV, without needing DirecTV. Now, there\u2019s no live TV streaming, but if you\u2019re watching a YouTube video that you want to watch on your 60-inch screen, just mirror if from your computer with AirPlay. You need a $99 Apple TV box to make it happen. But they\u2019ve got their hooks into the future in that company like I would love to know. They\u2019re three to five years ahead of everybody. <\/p>\n![](\"https:\/\/live-rush-limbaugh.pantheonsite.io\/wp-content\/uploads\/RushEIBIpad.jpg\"\/)