Tim Cook drops another Apple television hint

Rock Center interview - “It’s an area of intense interest”

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In an interview with journalist Brian Williams for NBC’s Rock Center TV program, Apple CEO Tim Cook has let slip yet another hint pointing towards a prospective television from the California-based company.

“When I go into my living room and turn on the TV, I feel like I have gone backwards in time by 20 to 30 years,” Cook told Williams. “It’s an area of intense interest. I can’t say more than that.”

The interview was mainly structured around Apple’s move towards U.S production of some of its Mac desktop PCs, where it is investing $100m to move assembly and limited manufacturing services. The company already assembles its low-volume, high-cost Mac Pro workstation line in California as well as Cork in Ireland.

Home theatre enthusiasts, though, got a treat with a throwaway line from Cook when he was asked by Williams on “what was next” on the iconic fruit company’s agenda.

Tim Cook’s three sentence answer was concise, and left little mystery around what area the company is looking to make a challenge in:

“When I go into my living room and turn on the TV, I feel like I have gone backwards in time by 20 to 30 years.

“It’s an area of intense interest. I can’t say more than that.”

An Apple TV set has been rumoured for some time now, with an expected unveiling that didn’t eventuate at June’s Worldwide Developers Conference.

It’s widely expected that any Apple TV will include an extension of the voice-control software Siri that has become popular on Apple’s iPhone and iPad, as well as a possible touch interface through integration with an iPhone or iPad or iPad-inspired touchscreen-only remote control.

In a complementary interview with BusinessWeek, Cook spoke more generally on the topic of innovation as one of Apple’s core values:

“As I look around the table at the executive team, arguably, at least in my opinion, we have the best designer in the world, the top silicon expert in the world, the best operational executive in the world, and the best leaders in marketing, software, hardware, and services.

“These are people that have very high standards that are driven to do things beyond what other people have thought. And I think it’s that ambition and that desire and that thrust for excellence that make creating new things even more likely.”

Apple holds product launch events haphazardly throughout each year, but each June holds its Worldwide Developers Conference. If the rumours of an Apple TV set continue to gain credibility, it is likely that we’ll know for sure in June of 2013.

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Campbell Simpson

Campbell Simpson

PC World

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