Why Apple Doesn’t Do ‘Intel Inside’

CUPERTINO, Calif. — The iPhone is Apple’s hottest product but CEO Steve Jobs made it clear here at the rollout of new iMacs that the desktop systems are a crucial part of the company’s growth plan.

Apple was, of course, one of the pioneers of the personal computer industry. But Jobs said the PC is still key to the industry as well. “We think personal computers are more important now than five years ago,” he told a small group of press after the event yesterday. “Where would Facebook be without PCs? Where would photo editing be?”

He also zinged his PC competitors during a separate, more formal Q&A session with other Apple execs. Even Apple’s relatively new partner Intel came in for some back-handed criticism. Asked why Apple doesn’t feature the ubiquitous “Intel Inside” labeling most other PC makers employ, Jobs said, “We like our own stickers better.”

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