Tim Cook: 'Intense Interest' in Redefining the Television Experience

As part of its teaser for tonight's Rock Center interview with Apple CEO Tim Cook, NBC points quotes Cook as hinting that Apple is indeed focused very seriously on redefining television.

What’s next for Apple? Did Cook leave us with a clue?

“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.”


Cook's hint comes as Apple has reportedly been struggling to reach content deals that would allow it to create the revolutionary television experience it is looking for. Talks are said to be ongoing, but launches for any new Apple television products, which could include a set-top box or an Internet-connected television set, are said to not be imminent.

Related Roundups: Apple TV, tvOS 13, tvOS 14
Buyer's Guide: Apple TV (Don't Buy)

Top Rated Comments

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100 months ago

Don't think this iTV will save Apple from falling. TV set is completely different market, people don't change TV every two years.


Don't think a mobile phone will save Apple from falling.

Don't think a tablet computer will save Apple from falling.

Oh wait! Haven't you learned Apple does things differently? Do you really think that Apple executives don't know that people don't change their TV set every 2 years?
Score: 12 Votes (Like | Disagree)
Avatar
100 months ago
If that's not a hint, I don't know what is.
Score: 12 Votes (Like | Disagree)
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100 months ago
Ohhh man let it be.

If Apple can offer unbundled channels, I'm so in.
Score: 10 Votes (Like | Disagree)
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100 months ago

One word: Siri.

The great thing about the TV is that it is always connected to power and network. Imagine if it detects via a motion sensor that you are in front of the TV and automatically activates Siri. Without a single press of a button.


Then it will fail.

I don't want to do hand signals to my TV and I don't want to talk to it and be frustrated when it doesn't understand me. I want it to just work without delay.

Same with having an iPhone or iPad used as the primary input device. If that's the solution it will fail. You can't ask people to own another expensive device and have it available at all times to control your TV.
Score: 9 Votes (Like | Disagree)
Avatar
100 months ago
Many asked before and I'll ask again: Why not let the user decide on a TV brand (be it current HDTVs or 4K TVs in the future)?

The TV is "dumb" in this scenario, all it does is display content via HDMI or wireless

I still think Apple should continue to focus on the AppleTV box and improve it. The user experience is great for setup, all it takes is a single HDMI cable and Apple can sell into millions of homes who already own HDTVs.

Apart from integrating a surround system into the TV like Bose did...

http://www.bose.com/controller?url=/shop_online/home_theater/hdtvs_with_built_in_home_theater/videowave_ii/index.jsp

...I don't see any advantage in Apple selling its own large TV sets. Just think of handling, shipping and storage of these sets in crowded Apple stores etc.

Microsoft has great ideas in this area with the Xbox360 and Kinect, the new Nintendo Wii U also has nice features (control TV with the gamepad, "second screen" info, metadata, EPG...).

Unfortunately, Apple is falling behind in the living room in my opinion.
Score: 6 Votes (Like | Disagree)
Avatar
100 months ago
if you still don't believe Apple is working on changing TV as we know it then you're in denial.
Score: 5 Votes (Like | Disagree)

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