Gentlemanly Means Pursued

By now the culture of innovation and bold decision making at Apple is the stuff of legend. They simply have no peer, at least in terms of major corporations. It’s the reason Microsoft didn’t make iTunes. The reason Dell didn’t come out with the iPad and the reason nobody produced anything like the iPhone until the iPhone already existed. No other large company looks forward the way Apple does.

With that comes high expectations. Apple sets a certain standard and every time I buy one of their products I’m investing in the idea that they’ll not only continue to live up to it but exceed it as well. Lately, though, I’ve realized that they’re seriously lacking in one key area. They’re missing a giant opportunity to make a game-changing move that extends beyond their usual excellence in design, technology, and user experience.

Apple needs to open an American manufacturing facility. Ideally in Detroit, where the real estate and the workers are readily available and where the local economy and the American tradition both desperately need a boost.

Every time I buy a product manufactured overseas I feel a little guilty. I try (though not as hard as I could) to buy American-made goods when I can. Often, though, the option doesn’t exist. Go ahead and try to purchase domestically produced consumer electronics and see how far you get. It’s more than a little difficult.

There’s no reason it has to be that way. Even if things will never again be how they were it’s still possible — necessary — to recoup some of the losses. To that end, consider the following scenario.

Apple announces tomorrow that they’ve purchased a dormant facility in Detroit with plans to turn it into a high-end technology incubator. They’ll produce both internal prototypes and limited-run consumer goods. They’ll hire 500 workers and offer them comprehensive training and full benefits.

Who wouldn’t be excited by that?

They could then easily — and justifiably — charge a premium for American-made iPods or iPhones or products we haven’t even seen yet. Their customers are accustomed to paying a little more anyway. I’d bet many of them would pay a little more still to not only own the product but contribute in some small way to an American manufacturing renaissance.

Just as Apple has no major competition in terms of the design of their products (which, to be fair, is handled in America), opening up a domestic factory would set them apart. They’d generate a ton of goodwill and positive press. More importantly, they’d be doing something truly great and truly innovative.

Which is what they’re all about, right?

The opportunity is there. Apple is the right fit. If they don’t seize it, let’s hope someone does.