During his interview at the D10 conference today, Apple CEO Tim Cook was asked point blank by Kara Swisher about how Apple plans to change television.
He replied by praising the current set-top box Apple sells for $100. The Apple TV sold 2.8 million units last year and 2.7 million this year. “It’s an area of intense interest for us,” said Cook, “It’s not a fifth leg of the stool. It’s not the same size as the phone or Mac or tablet business.”
Walt Mossberg, co-interviewer, asked directly if Apple could just make a box and continue leaving the panel to others. Cook replied, “Can we control the key technology? Can we make a significant contribution far beyond what others have done in this area?” That’s the question Apple asks, and Cook seemed to be very interested in what the future may hold for his company’s future contributions.