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Cook hints at Apple TV set during Goldman Sachs talk

updated 05:00 pm EST, Tue February 14, 2012

Apple 'might find something larger' than set-top

Apple CEO Tim Cook may have hinted at the prospect of an Apple TV set during today's now-concluded talk in front of the Goldman Sachs Technology and Internet Conference. The executive was asked about the current Apple TV set-top and possibilities such as a full-sized TV. "We don't want to send a message to you or shareholders that the market for it [the Apple TV set-top] is the size of our other businesses...we don't want to send a message that the length of that leg on the stool is the same as the others," he commented.

"Apple doesn't do hobbies as a general rule; we believe in focus, and working on only a few things," Cook continued. "Despite the barriers in that market, for those of us who use it, we always thought there was something there. If we kept following our intuition and pulling the string, we might find something larger. We need something that could go more main-market."

Apple sold about 2.8 million Apple TV set-tops in 2011, and roughly a million units in the last quarter. The company is strongly believed to be working on a full-scale TV, partly because of recent reports, but also because Steve Jobs famously declared that he had "cracked" a better interface for a TV. Some accounts have suggested than a TV set could ship as soon as this year.

by MacNN Staff



  1. climacs

    Joined: Dec 1969


    I only believed that

    "hobby" business Jobs talked about, as far as Apple TV being a placeholder in the market. The time simply wasn't right but Apple wanted a presence.

    Why would Apple do AppleTV as a hobby and nothing more? There's always been bigger plans for it; the time simply wasn't right until this year.

  1. Eldernorm

    Joined: Dec 1969


    Enough already

    All the pundits say.... Apple TV... ??? Why oh why would you want to limit yourself to such a low profit market.???

    The Apple TV unit can be used on any tv so upgrading is totally cool and why make such small profit margin on a big screen tv when you can let sony or samsung lose money there. ??

    Just a thought.

  1. PRoth

    Joined: Dec 1969


    Apple and low profit?

    That's exactly why Apple would do a TV. Because they'll deliver better hardware with a unique hook, and integrated content delivery. Once again, another market will be caught flatfooted and left scrambling to catch up. In order to do so, you'll see a bunch of partnerships that will be tenuous at best and marginally successful. Apple will eke out enough volume over time to make a nice profit from each unit sold, don't you worry. The marketing will take care of itself... They'll Steve Jobify it to the max.

    Personally, I can't wait to see what they come up with.

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