Apple chief executive Tim Cook has admitted that television is "an area of intense interest for us" in comments that are likely to fuel speculation that the company plans to make TVs.
"We're not a hobby kind of company, as you know," Mr Cook said of Apple's current TV offering. "We've stuck in this."
The company's efforts have so far been restricted to Apple TV, a gadget that the user plugs into their TV to be able to download content from iTunes and YouTube. Although sales have been climbing, the past 12 months has seen speculation mount that Apple has ambitions to revolutionise the TV business by making its own sets.
"We are going to keep pulling the string and see where this takes us," Mr Cook said of its future TV plans. Asked during an interview at the All Things Digital Conference in California on Tuesday night whether Apple will produce a TV, Mr Cook said: "You were right. I'm not going to tell you."
The expectation that Apple will step up its efforts in TV were fuelled last autumn when the company's co-founder, Steve Jobs, told his biographer that he had "finally cracked" how to make a TV with an interface he liked and that could synchronise with other Apple devices. Mr Cook has been running Apple since last August.
Gene Munster, an analyst at Piper Jaffray, says that an Apple TV could come as soon as this year. Mr Cook said that when Apple is examining new ventures we ask "can we make a significant contribution far beyond what others have done in this area? Can we make a product that we all want? Those are all things we would ask about any new product category."
Last week, it emerged that Mr Cook is voluntarily forfeiting $75m in dividend payments on shares he is due to receive over the next decade to "set an example" over pay.
Please login to add to favorites
Already added to favorites
Added as Favorite