Apple CEO Tim Cook drops additional hints at revolutionary television set

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Date: Thursday, December 6th, 2012, 06:09
Category: Hardware, News

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When Tim Cook hints at something, the speculation begins…

Per an interview with NBC’s Rock Center, Apple CEO Tim Cook has rekindled speculation that his company plans to build a full-fledged television set in the near future, with comments disparaging current television sets as outdated pieces of technology.

During the interview, the CEO was asked what’s next for Apple, and he hinted that the company has big plans for 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,” Cook said. “It’s an area of intense interest. I can’t say more than that.”

Cook’s comments are the most aggressive yet in hinting that Apple is working on a television set — a product that has been rumored to be in the works for years. Previously, the CEO has also used the words “intense interest” to refer to its Apple TV set-top box, an existing television accessory that streams movies, TV shows and other content.

Rumors of an Apple television have persisted for years, but they picked up considerable steam late last year when the authorized biography of Apple co-founder Steve Jobs was published. In that book, Jobs told biographer Walter Isaacson that he had “finally cracked” the secret to building a television.

“It will have the simplest user interface you could imagine,” Jobs said.

Then in January, a report from USA Today claimed that Apple’s lead designer, Jony Ive, had a “slick” 50-inch prototype television set housed inside his secure California design studio. It claimed that Apple is looking to build televisions sized 42 inches and larger with built-in Wi-Fi connectivity.

Analyst Gene Munster of Piper Jaffray has long been a proponent for an Apple television. In November, he predicted that such a product would be one of three core launches for the company in 2013, joined by a refreshed iPhone and updated iPad lineup.

Munster believes Apple’s television will be priced between US$1,500 and US$2,000, with screen sizes between 42 and 55 inches, and would go on sale in time for the 2013 holiday shopping season.

Stay tuned for additional details as they become available.

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