Tim Cook at D10: Deflects Questions about TV, Is an Area of “Intense Interest”

At this year’s All Things D conference, Walt Mossberg and Kara Swisher interviewed Apple CEO Tim Cook on a variety of topics. MacRumors has a full transcript of the interview. One of the topics he was asked about is the Apple TV and the company’s interest in making a full fledged television set. Right now, Apple just sells a $99 version, which is a mini black box. Rumors regarding the full fledged Apple TV has been in full swing this year.

During the interview, Cook once again emphasized the small success of the current Apple TV. He revealed that the device has been selling twice the rate of the previous year with 2.7 million units sold in the first 6 months of 2012. Last year, Apple sold a little under 3 million. Cook also reported 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.
Later on in the interview when Mossberg asked  “Are you making a television,” Cook replied that he’s not going to answer that question.
However, Cook did 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.

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Parth Dhebar

Parth Dhebar is a 18 year-old entrepreneur. He is the founder of Simple Reviews, a blog focused on reviewing iPhone and iPad applications. Parth is a recognized name in the industry, known for covering Apple news. He is an editor at Techie-Buzz covering news on Apple. You can follow him on Twitter @pdparticle.