Tim Cook at D10: Dodges Questions about TV, Is an Area of "Intense Interest"

apple tv 2012

At this year's All Things D conference, Walt Mossberg and Kara Swisher asked Apple CEO Tim Cook about the Apple TV and the company's interest in making a full fledged television set. Rumors of such a product have been persistent but with increasing frequency over the past few years.

Cook reiterated the relatively small success of the current Apple TV set top box. He notes that the device has been selling at twice the rate of the previous year with 2.7 million units sold in the first 6 months of 2012. As he has in the past, Cook reports that there is incredibly high customer satisfaction with the current Apple TV set top box, and it's an area they have intense interest in:

This is an area of intense interest for us. Many of us, the TV that we do watch, is almost exclusively on [the Apple TV]. That's what my TV watching is. All of my movies, everything is coming through Apple TV.

So, the customer satisfaction with that product is incredible. We're going to keep pulling this string and see where it takes us. Many people would say "this is an area in their life that they aren't pleased with." They might not be pleased with many things about it. The whole TV experience. It's an interesting area. We'll have to see what we do. Right now our contribution is Apple TV.

A bit later in the interview, Mossberg comes out and asked Tim Cook directly "Are you making a television", to which Cook replies that he's not going to answer that question.

Cook does discuss their general approach to product design in response to Apple's possible contribution to the television market:

We would look at this and say can we control the key technology? Can we make a significant contribution beyond what others have made in this area? Can we make a product that we would all want? That's all thing we would ask about any new product category. It's the ones we ask about products within families we're thinking about now.

Top Rated Comments

SprodeBoy Avatar
130 months ago
Good Move

I think the apple TV not only has a future, but will become the next iPhone sort of thing. Apple will go from a nobody to a large competitor in the TV business
Score: 13 Votes (Like | Disagree)
myrtlebee Avatar
130 months ago
I like Tim's answer on Ping ... the customers voted... not something they want to put a lot of energy into. When asked if they would scrap it, he said some people find it useful. I haven't heard a word about Ping since the day it was introduced. It's a bit embarrassing. I think it should be scrapped when iTunes gets some attention (possibly this year).
Score: 8 Votes (Like | Disagree)
jontech Avatar
130 months ago
Where is my Fox and MGM movies on iCloud, you had Ruppert in the audience....
Score: 8 Votes (Like | Disagree)
SprodeBoy Avatar
130 months ago
I can't wait to see people bring in their 55" Apple TVs into the Genius Bar...
Score: 6 Votes (Like | Disagree)
jontech Avatar
130 months ago
You know what else is an area of intense interest? The 2012 Mac Pro!!! :mad:

I am ready to forego my rightful place on my own bed and sleep on the couch for months! (which is what it will cost me in addition to the credit card bill)
Score: 5 Votes (Like | Disagree)
Cougarcat Avatar
130 months ago
A bit later in the interview, Mossberg comes out and asked Tim Cook directly "Are you making a television", to which Cook replies that he's not going to answer that question.

Why even bother asking the question? He knew Cook would say that!

So many questions were a waste.
Score: 5 Votes (Like | Disagree)

Popular Stories

apple ar headset concept 1

Apple's Headset Said to Feature 14 Cameras Enabling Lifelike Avatars, Jony Ive Has Remained Involved With Design

Friday May 20, 2022 6:50 am PDT by
Earlier this week, The Information's Wayne Ma outlined struggles that Apple has faced during the development of its long-rumored AR/VR headset. Now, in a follow-up report, he has shared several additional details about the wearable device. Apple headset render created by Ian Zelbo based on The Information reporting For starters, one of the headset's marquee features is said to be lifelike...
anker 563 dock ports

Anker's Latest USB-C Docking Station Brings Triple-Display Support to M1 Macs

Wednesday May 18, 2022 7:06 am PDT by
While Apple's early M1-based Macs can only officially support a single external display, there are ways around the limitation. Anker is launching a new 10-in-1 USB-C docking station today which delivers just that. The Anker 563 USB-C dock includes two HDMI ports and a DisplayPort port, and it leverages DisplayLink to carry multiple video signals over a single connection. Given that this hub...
apple data auction iphone privacy ad

Apple Highlights iPhone's Latest Privacy Features in New 'Data Auction' Ad

Wednesday May 18, 2022 9:00 am PDT by
Apple today shared a new ad highlighting iPhone privacy features like App Tracking Transparency and Mail Privacy Protection that are designed to give users more transparency and control when it comes to their personal data being collected. The ad revolves around a young woman named Ellie who discovers that her personal data is being sold at an auction house, with bids being placed on her...
Prosser Series 8 3

Apple Watch Series 8 Rumored to Feature New Design With Flat Display

Wednesday May 18, 2022 6:21 am PDT by
The Apple Watch Series 8 could feature an all-new design with a flat display, according to the leaker known as "ShrimpApplePro." In his latest video on the YouTube channel Front Page Tech, Jon Prosser highlighted information from ShrimpApplePro that suggests the Apple Watch Series 8 could feature a flat display in what seems to be a design originally rumored for the Apple Watch Series 7. ...
sony headphones 1

Sony's New WH-1000XM5 Headphones vs. Apple's AirPods Max

Friday May 20, 2022 12:18 pm PDT by
Sony this week came out with an updated version of its popular over-ear noise canceling headphones, so we picked up a pair to compare them to the AirPods Max to see which headphones are better and whether it's worth buying the $400 WH-1000XM5 from Sony over Apple's $549 AirPods Max. Subscribe to the MacRumors YouTube channel for more videos. First of all, the AirPods Max win out when it comes ...
iPhone 14 Purple Lineup Feature

Will the iPhone 14 Be a Disappointment?

Saturday May 21, 2022 9:00 am PDT by
With around four months to go before Apple is expected to unveil the iPhone 14 lineup, the overwhelming majority of rumors related to the new devices so far have focused on the iPhone 14 Pro, rather than the standard iPhone 14 – leading to questions about how different the iPhone 14 will actually be from its predecessor, the iPhone 13. The iPhone 14 Pro and iPhone 14 Pro Max are expected...
apple ar headset concept 2

Apple's AR/VR Headset Nearing Completion as Board Gets Demo

Thursday May 19, 2022 9:52 am PDT by
Apple last week demonstrated its upcoming AR/VR headset to Apple board members, indicating that the device is in an advanced stage of development and could see a debut in the not too distant future, reports Bloomberg. Apple has also ramped up development of the software that runs on the headset, with that software expected to be called "RealityOS," or rOS for short. Render via designer Ian ...