Tim Cook Confirms Apple’s Plans To Redefine Television Is “An Area Of Intense Interest”

CEO Tim Cook’s interview with Brian Williams is set to air tonight, but we’re already hearing bits and pieces of what will be discussed. The latest tidbit comes in the form of a television. When asked what’s up next for Apple, Cook discreetly hinted that the company has plans to transform the living room.

Rumors concerning Apple’s plans to reinvent the television set have been up and down for the past few years. They picked up steam last year when the biography of Apple’s co-founder Steve Jobs was published. In it, Jobs had revealed that he had “finally cracked” the secret to building a television and that “it will have the simplest interface you could imagine.”

In his interview with Brian Williams, Cook said “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.”

Cook’s comments are the clearest hints from Apple that the company is working on a television set, or possibly an Apple TV set-top box that has also been rumored.

Analyst Gene Munster of Piper Jaffray predicted in November that an Apple Television would be one of Apple’s key product launches in 2013, alongside a refreshed iPhone and updated iPad lineup.

At this point, all we can do is speculate about what Apple has up its sleeve. The company is being characteristically tight-lipped about it all, but, like other Apple products before, something more concrete is bound to be leaked sooner or later.

Image Credit: AppleInsider

Kaylie lives in Ottawa and got her first Mac in 2007 and is now a fan for life.