Cook upgrades Apple's television ambitions from "beloved hobby" to "intense interest"

When Apple CEO Tim Cook sat down with NBC's Brian Williams for a wide-ranging interview about the past, present, and future of Apple (set in Apple's mammoth Grand Central Terminal store, no less), he closed with an interesting note. According to what he told Rock Center:

"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. It's an area of intense interest. I can't say more than that."

Of course, rumors and speculation about Apple's television ambitions have been swirling for years, spurred on in no small part thanks to the musings of the late Steve Jobs about Apple and the modern living room centerpiece. It's no secret that Apple wants to revolutionize the television set (despite their silence on the matter), just as they've revolutionized personal computing, mobile phones, and tablets over the years. As always, there are significant hurdles to Apple conquering the living room, the biggest being the holy grail of television content: live television.

But up to today, Apple's public line on television has always been that the adorable-yet-useful Apple TV box has been nothing more than a hobby (occasionally a beloved hobby). With Tim Cook declaring that the "backwards" television user experience is an "area of intense interest" for Apple and something that he can't discuss more definitely seems to be implying that they're getting even more serious. In fact, you could say he's implying that it's now only a matter of "when" for an Apple television set, not "if", though the rumors and speculation have always pegged it as "when", often with hilariously poor accuracy. We'll just stick to our Magic 8 Ball for prognosticating… concentrate and ask again?

Source: Rock Center