However, in a new interview with Brian Williams of NBC News set to air Thursday evening in the US, Apple CEO Tim Cook admitted that the company's next product would be focused on the living room. "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," he said. "It's an area of intense interest. I can't say more than that."
Many experts and amateurs alike have been insisting for years that Apple is set to make its own TV but, with the exception of claims made in Steve Jobs' biography that the Apple co-founder had been working on developing a TV -- "It will have the simplest user interface you could imagine," he is quoted as saying -- Cook's comments are the first real evidence that there is a grain of truth to the rumors.
As recently as August, Apple's head of Internet Software and Services, Eddy Cue, was asked if Apple planned to launch a TV. In an interview with Pacific Crest he is quoted as saying it was unlikely without securing the right content deals. "[We wouldn't deliver a TV until Apple could] deliver content in a way that is different from the current multichannel pay TV model," he said. When asked about a better TV navigation system, he agreed that creating one was a possibility but that it would be an "incomplete solution."