Only yesterday we had reports that a British broadcaster had warned Apple of calling any TV product iTV, which was quickly dismissed by the company themselves. The rumors continue to circulate though and today we have news of a possible Tim Cook iTV tease following a something ‘special’ comment.
Apple CEO Cook was recently discussing the 2011 sales figures for its Apple TV set-top-box at a Goldman Sachs Technology and Internet Conference. Cook again described the Apple TV device as a hobby but revealed the company sold just under three million units during 2011 according to an article on T3.com.
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Cook went on to say that the company “doesn’t do hobbies as a general rule”, and that the set-top-box was the Apple’s way of testing out the TV market. He went on to say that Apple would need something “special” if the company wants to make the TV a “serious category”.
The Apple CEO went on to explain why the company calls the Apple TV a hobby, as it is not thought the Apple TV can achieve the market size of other parts of the company’s business. Cook feels that Apple could discover something that was bigger, and that its move into the sector “could go more main-market”.
Rumors surrounding Apple bringing out a branded TV have been increasing in recent months, which ramped up after the recent release of the Steve Jobs biography. A number of screen sizes have been rumored with the company supposedly going shopping for components for the device recently.
There have also been claims that any such device from Apple could feature the Siri assistant feature currently only found on the iPhone 4S. As with any Apple device if the rumored iTV does exist it is likely to come with a premium price, and it will have to raise the bar if consumers are to spend big amounts on it.
Do you think Apple will need to offer something special with a TV set?