Apple CEO Tim Cook on Apple TV: We’re Going to Keep Pulling the String
In the much anticipated All Things Digital D10 Conference, Apple CEO Tim Cook said his company is going to keep pulling the string on the Apple TV.
What does that mean?
Well, it could mean there’s a new dedicated Apple television set in the works. But according to Cook, the company is sticking with the Apple TV box that hooks into your television. Last year, 2.8 million Apple TV units sold. So far this year, they’ve hit 2.7 million.
“For many of us, the TV that we do watch is almost exclusively using Apple TV,” Cook said. “So, the customer satisfaction with that is off the charts. We’re going to keep pulling this string and see where it takes us.
“I think many people would say that this is an area of their life that they aren’t pleased with. It’s an interesting area. We’ll have to see what we do.”
But is Apple going to make a television set?
Cook backed away from the question.
“Here’s the way we’d look at that,” he said. “Not just at this area, but other areas. Can we control the key technology? Can we make a significant contribution beyond what others have done in this area? Will this product be one that we want? That’s what we’d ask about any new product category. That’s what we ask about products within families that we’ve already announced.”
There has been several rumors about an Apple television set. One rumor said it will be called the iPanel and feature everything that the current Apple TV offers, but also be able to interact with your cable provider.
So come on Tim. Does it make sense to make a dedicated Apple television set?
The Wall Street Journal interviewer also said that Apple TV doesn’t have a lot of content. It doesn’t solve a lot of those problems that people “aren’t pleased with.”
“I agree,” Cook said, “but I don’t want to get in any deeper discussion on it.”
In this interview, Cook talked about his desire to ‘double-down’ on Apple’s secrecy.
