Apple getting serious about TV, hints Cook

Apple CEO Tim Cook has dropped the strongest hint to date that the consumer electronics giant plans to launch a new product in the TV space.

Speaking at a Goldman Sachs Technology and Internet conference on Tuesday, Cook said that the company had “always thought there was something there” in the TV space that it could do. Referring to the late Steve Jobs’ description of the existing Apple TV box as a “hobby”, he said that “Apple doesn’t do hobbies, as a general rule” and that the company needed a product that could appeal to the “main market”. However, he declined to give further details.

Speculation has been rife for some months that Apple plans to launch its own branded TV sometime in the near future.