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

MacRumors · Dec 6, 2012, 08:18 AM

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.

Quote:

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.

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

Tilpots · Dec 6, 2012, 08:21 AM

Tuning in tonight, for sure. Well done NBC promo guy!

Allenbf · Dec 6, 2012, 08:22 AM

Ohhh man let it be.

If Apple can offer unbundled channels, I'm so in.

bisnicks · Dec 6, 2012, 08:22 AM

If that's not a hint, I don't know what is.

jasonefmonk · Dec 6, 2012, 08:22 AM

That's pretty much a confirmation.

JaySoul · Dec 6, 2012, 08:28 AM

"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.

Tune into NBC tonight(!)

HyperX13 · Dec 6, 2012, 08:30 AM

Maybe Mr. Cook should finally hang up the rabbit ears antenna and try direct TV or Fios or something modern?

newyorksole · Dec 6, 2012, 08:32 AM

if you still don't believe Apple is working on changing TV as we know it then you're in denial.

bacaramac · Dec 6, 2012, 08:32 AM

I'm liking this. I pay for Dish right now and it's such a waste for how many channels I actually watch. And I need a damn box at every tv. I already have Apple TV's at all three and would very much prefer to only need the Apple TV box.

Very excited to see what the next year brings.

EDIT:

Interesting

http://www.theverge.com/2012/12/6/37...fcc-order-2014

DotCom2 · Dec 6, 2012, 08:35 AM

I hope this helps Apple Stock today. GAH!

TallManNY · Dec 6, 2012, 08:35 AM

Quote:

Originally Posted by newyorksole

if you still don't believe Apple is working on changing TV as we know it then you're in denial.

Yes, but the point is are they trying to change it was software, itunes and a $100 hockey puck or are they trying to do it with those three things plus a $1,000 monitor.

The first one makes the most sense to me. I just don't see how they can get into the massive screen business and still keep their margins up.

eddieaus · Dec 6, 2012, 08:36 AM

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

emvath · Dec 6, 2012, 08:36 AM

If they can figure out how to get live sports on there too then I'm in.

Popeye206 · Dec 6, 2012, 08:36 AM

Quote:

Originally Posted by DotCom2

I hope this helps Apple Stock today. GAH!

+1.... current stock activity makes no sense!

mattopotamus · Dec 6, 2012, 08:36 AM

I'm sure they are looking into it, but it is not something we will get soon. They cannot even reach an agree with their own streaming service....an area when they are a shoe in.

justperry · Dec 6, 2012, 08:40 AM

Only in the states.

Yelmurc · Dec 6, 2012, 08:41 AM

Tim Cook is such a tease.

peterdevries · Dec 6, 2012, 08:42 AM

Quote:

Originally Posted by eddieaus

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?

DamonBowser · Dec 6, 2012, 08:46 AM

Quote:

Originally Posted by eddieaus

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

Do people buy new mac pros, laptops, and ipods every two years? No! That would be crazy costly but, hey Apple still makes those products. An iTv would be a diffrent product than an iphone and apple knows this same as apple know everyone who bought the new imac won't buy the new imac in 2014.

sza · 10:34 AM

Hopefully the new Apple TV will be far beyond just putting the current Apple TV device into the TV.

ctdonath · Dec 6, 2012, 08:50 AM

Quote:

Originally Posted by emvath

If they can figure out how to get live sports on there too then I'm in.

Olympics.

Our TV experience is purely via

TV.
If we can't get the next Olympics coverage, live, thru something other than subscribing to cable/satellite ... my wife will strangle me.

derbladerunner · Dec 6, 2012, 08:50 AM

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=/...e_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.

MonkeySee.... · Dec 6, 2012, 08:52 AM

Can someone do a mock up for MacRumours of the Cinema/thunderbolt display with the ATV interface on it.

I'm sick of seeing that TV.

jglonek · Dec 6, 2012, 08:52 AM

If the "user experience" is anything like what the Apple TV currently provides I'll pass, thanks.

For instance - I literally -just- tried to pull up the Star Trek trailer on it. I know it's on Youtube, and I know it's on Apple's Trailer website. But pull up the Trailers app on the Apple TV? Not there. Try to search on the Youtube app? Can't find it.

I had to pull out my phone and airplay it from a Youtube link on Facebook, which recently sometimes works with Youtube videos and sometimes doesn't.

725032 · Dec 6, 2012, 08:52 AM

Just another new product launch that Apple can mess up

Dec 6, 2012, 08:22 AM	#3
Allenbf macrumors 6502 Join Date: Jul 2012 Location: Tampa, FL	Ohhh man let it be. If Apple can offer unbundled channels, I'm so in. __________________ I'm broke because of my love for
	10

Dec 6, 2012, 08:30 AM	#7
HyperX13 macrumors 6502 Join Date: Sep 2009	Maybe Mr. Cook should finally hang up the rabbit ears antenna and try direct TV or Fios or something modern? __________________ HyperX13
	1

Dec 6, 2012, 08:32 AM	#8
newyorksole macrumors 68000 Join Date: Apr 2008 Location: LongIsland/NYC	if you still don't believe Apple is working on changing TV as we know it then you're in denial. __________________ iPhone 4S. iMac 21.5" Mid-2010.
	5

Dec 6, 2012, 08:32 AM	#9
bacaramac macrumors 65816 Join Date: Dec 2007	I'm liking this. I pay for Dish right now and it's such a waste for how many channels I actually watch. And I need a damn box at every tv. I already have Apple TV's at all three and would very much prefer to only need the Apple TV box. Very excited to see what the next year brings. EDIT: Interesting http://www.theverge.com/2012/12/6/37...fcc-order-2014 __________________ iMac 27" 3.06Ghz 2TB Time Capsule AppleTV3 x 2 16GB iPhone 5 White/Silver AT&T iPod Touch 4th Gen White and 5th Gen Yellow iPad mini White/Silver 16GB WiFi
	1

Dec 6, 2012, 08:41 AM	#17
Yelmurc macrumors regular Join Date: Apr 2008 Location: Houston TX	Tim Cook is such a tease. __________________ www.crunchthenumbers.net
	3

Dec 6, 2012, 08:21 AM	#2
Tilpots macrumors 68040 Join Date: Apr 2006 Location: Wilmington, NC	Tuning in tonight, for sure. Well done NBC promo guy!
	5

Dec 6, 2012, 08:22 AM	#4
bisnicks macrumors regular Join Date: Feb 2011	If that's not a hint, I don't know what is.
	12

Dec 6, 2012, 08:22 AM	#5
jasonefmonk macrumors member Join Date: May 2011	That's pretty much a confirmation.
	4

Dec 6, 2012, 08:28 AM	#6
JaySoul macrumors 6502 Join Date: Jan 2008	"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. Tune into NBC tonight(!)
	3

Dec 6, 2012, 08:35 AM	#10
DotCom2 macrumors 65816 Join Date: Feb 2009	I hope this helps Apple Stock today. GAH!
	0

Dec 6, 2012, 08:36 AM	#12
eddieaus macrumors member Join Date: Feb 2009	Don't think this iTV will save Apple from falling. TV set is completely different market, people don't change TV every two years.
	2

Dec 6, 2012, 08:36 AM	#13
emvath macrumors regular Join Date: Jan 2009	If they can figure out how to get live sports on there too then I'm in.
	1

Dec 6, 2012, 08:36 AM	#15
mattopotamus macrumors 601 Join Date: Jun 2012	I'm sure they are looking into it, but it is not something we will get soon. They cannot even reach an agree with their own streaming service....an area when they are a shoe in.
	0

Dec 6, 2012, 08:40 AM	#16
justperry macrumors 603 Join Date: Aug 2007 Location: 7 Km South of an active upside down volcano.	Only in the states.
	4

Dec 6, 2012, 08:49 AM	#20
sza macrumors regular Join Date: Dec 2010	Hopefully the new Apple TV will be far beyond just putting the current Apple TV device into the TV. Last edited by sza; Dec 6, 2012 at 10:34 AM.
	2

Dec 6, 2012, 08:50 AM	#22
derbladerunner macrumors regular Join Date: Sep 2005	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=/...e_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.
	6

Dec 6, 2012, 08:52 AM	#23
MonkeySee.... macrumors 68040 Join Date: Sep 2010 Location: UK	Can someone do a mock up for MacRumours of the Cinema/thunderbolt display with the ATV interface on it. I'm sick of seeing that TV. __________________ iMac - iPhone - iPad - Apple TV - AirPort Extreme Phil Dunphy: Always keep the rhythm in your feet and a little party in your shoulders.
	1

Dec 6, 2012, 08:52 AM	#24
jglonek macrumors newbie Join Date: Aug 2012	If the "user experience" is anything like what the Apple TV currently provides I'll pass, thanks. For instance - I literally -just- tried to pull up the Star Trek trailer on it. I know it's on Youtube, and I know it's on Apple's Trailer website. But pull up the Trailers app on the Apple TV? Not there. Try to search on the Youtube app? Can't find it. I had to pull out my phone and airplay it from a Youtube link on Facebook, which recently sometimes works with Youtube videos and sometimes doesn't.
	0

Dec 6, 2012, 08:52 AM	#25
725032 Guest Join Date: Aug 2012	Just another new product launch that Apple can mess up
	0

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