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Apple sees TV “as a market that’s been left behind”

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In his first television interview since becoming CEO of Apple,(s AAPL) Tim Cook avoided answering any of the more probing questions of NBC’s Brian Williams. Cook did manage to be his usual cryptic self when it comes to public comments on Apple and the television business. Cook told Williams that Apple sees it as “a market that’s been left behind.” When pressed for more, Cook said with a smile: “It’s an area of intense interest. I can’t say any more than that.”

Since he took over as Apple CEO in the late summer of 2011, Cook has said that Apple TV is a hobby, but that Apple would continue to “pull on the thread” and see where its set-top Apple TV box would lead it. “Intense interest” makes Apple’s commitment to figuring out its place in the living room sound much more of a priority than has been conveyed publicly before.

The half-hour segment, aired Thursday evening, was otherwise devoid of any real news. That Apple would be moving one Mac product line assembly to the U.S. was revealed earlier Thursday in a Bloomberg Businessweek interview.

For the segment, Williams followed Cook around two different Apple Stores in Manhattan, including the Grand Central Terminal store, where customers and employees greeted the chief executive. During their talk, Cook covered the basics of what he’s trying to do at Apple, what he thinks makes the company special, and more — all stuff that anyone who’s had a passing interest in Apple or tech news would already know.

But the interview served  as a decent coming out party for Cook, who was essentially introducing himself to mainstream America — the people who buy his iPhones, iPads and laptops.

10 Responses to “Apple sees TV “as a market that’s been left behind””

  1. Getting in on a new interface means being able to route commercial TV content. You can’t route the current commercial TV offerings because there aren’t any url’s to scrape and aggregate.

    Inventing a new interface is the easy part. Getting the content by the tail would be nearly impossible to do. The TV guys aren’t that stupid, they saw what happened to all of print media when the internet got ahold of their content.

    TV doesn’t need a new middleman, they already have the cable guys to deal with. They understand middlemen.

    Apple’s TV dreams are really an extended part of the Steve Jobs folklore, that continues to perpetuate. I think they call it the reality distortion field.

  2. Cook gives his first in depth interview, announces that at least one line of Macs will be made in the USA, and as a result (coincidence?) Apple stock tanks in the biggest one-day drop in recent history — go figure!!

  3. I thought the interview was horrible. Cook should have agreed only to a sit down without editing. Most of the interview was Brian Williams telling us what Cook said or inserting very negative commentary about Apple. I don’t think the average person who does not follow this stuff learned very much about Apple last night. Unfortunate.

    As for the TV thing, it will be a 55″ iPad hanging on your wall or something close to it. I hope they get the UI right

    • jossy klemper

      Brian Williams is the ULTIMATE in pompous F-holes!! He like the rest of the media knobs are only interested in their own self promotion nothing more, the story is usually of no relevance, it’s just a vehicle to use for them to here their own voices & reflections on tv … Williams & Couric are the very worse at this & Diane Sawyer comes in a VERY close second…… They are a disgrace- BIG Booooo’s all the way around

  4. Susanna King

    I tell you what: we have a 1st gen AppleTV and we still love it, use it all the time. I’d recommend it to anyone, and have. Even Apple’s “hobby” projects are still pretty darn good.