Tim Cook drops another Apple television hint

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

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.

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Campbell Simpson

Campbell Simpson

PC World
Show Comments

Essentials

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Michael Hargreaves

Windows 10 for Business / Dell XPS

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?