Apple admits ‘grand vision’ for TV

Apple CEO Tim Cook admitted that the firm has “a very grand vision” for the TV space, but declined to comment on persistent speculation that the firm is readying an Apple branded TV set. 

Speaking at the 11th D: All Things Digital conference in California yesterday, Cook said: “When you look at the TV experience, it’s not an experience that I think very many people love.”

“It’s not one that has been brought up to date for this decade. It’s still an experience much like 10 years ago or 20 years ago,” he claimed.

Cook said that Apple’s web-connected Apple TV set-top box device went some way to addressing these problems, and has been good for Apple from a “learning point of view.” However, he wouldn’t say whether Apple was looking to put out a TV set later this year, simply saying it was an “area of great interest.”