Apple boss says he is intensely interested in TV
APPLE chief executive Tim Cook said technology for televisions was of “intense interest” yesterday but stressed the company’s efforts would unfold gradually amid speculation the iPad and iPhone maker was on the brink of unveiling a revolutionary iTV.
Industry insiders and executives say Apple may unveil a TV-based device in late 2012 or 2013 that has the potential to shake up the cosy television content and distribution industry the way the iPod and iPhone disrupted music and mobile content, but Cook has steered clear of commenting on that issue directly.
“This is an area of intense interest for us,” Cook said, referring to Apple’s existing television set-top box product. “We’re going to keep pulling this string and see where it takes us.”
When asked specifically if Apple was making a television set, Cook said he was not going to answer that question.
Apple already sells a £90 set top box called Apple TV that streams Netflix and other content. Cook, who has previously said the Apple TV product had a hobby status inside the company, noted the company was sticking with it despite not being known as a “hobby kind of company.”
“Here’s the way we would look at that, not just at this area but other areas, and ask can we control the key technology?” he said in response to a question about how Apple thinks about improving the television experience for consumers.
“Can we make a significant contribution, far beyond what others have done in this area? Can we make a product that we would want?”
Apple has been in negotiations with content companies for its devices. It began talks earlier this year to stream films owned by EPIX, which is backed by three major movie studios.
The company has a good relationship with content owners and doesn’t see the need to own a content business, Cook said.