It looks like Apple CEO Tim Cook just hinted that his company has something huge planned for televisions.
“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 said in an interview with NBC’s Brian Williams, part of an interview that will air tonight on “Rock Center.” “It’s an area of intense interest. I can’t say more than that.”
Cook’s statement may be vague, but it’s enough to get people talking. They might actually be making an Apple TV, as in an Apple television, not the square media receiver they are currently selling.
Could Cook’s dismay have something to do with Samsung? The South Korean company sells various types of TVs and Cook may have a Samsung TV hanging or sitting in his living room. So this could mean Apple may soon extend their mobile competition to TV sets.
Another angle here is that Cook is disappointed in what he sees on TV and not actually the device itself. Back in August, The Wall Street Journal reported that Apple was in talks with cable providers to allow an Apple device be used a set-top box. But it seems cable operators weren’t willing to let Apple in on the cable business, so Apple may be moving in on the industry. They could be acquiring a cable company, striking up a partnership and turning the Apple TV into an all-in-one media box by incorporating features of a set-top box.
There’s also talks of Siri making an appearance on Apple TV so you can use your voice to browse content, search photos, videos, music, movies and more.
Whatever Apple is planning, I’m sure it will revolutionize the home entertainment experience somehow. They could be in the process of making a television that has the same user interface as your iDevice plus the features of the Apple TV, compounded with the features of a set-top box. Or they could be in the process of becoming a content provider, or both.