The interview will be shown on PBS tonight and Monday

Sep 13, 2014 00:46 GMT  ·  By

A TV Show host from the American PBS got a rare chance for a one-to-one interview with Tim Cook. Charlie Rose got to speak with Apple's CEO on various subjects. The straightforward questions and easy-to-understand answers show a Tim Cook that is eager to tell more, but he refrains from spilling the beans. 

The whole hour-long interview is still scheduled to appear. However, the producers of the show decided to release three short clips (below two minutes each) that reveal some of the answers.

Apple works to change the TV interface

The first one is about the Apple TV. Tim Cook says that his company often has to take hard decisions about products or markets that they decide not to make.

However, the TV market is one of those that Apple is following. They like it so much that the Apple TV has moved on from the hobby state to a device that is continually improved. Tim Cook considers that the TV as we know it seems stuck in the '70s. "The interface is terrible and it is awful. You watch things when they come on unless you remember to record them," says Tim Cook.

He didn't want to talk about their plans in that market, but he admits the Apple TV has 20 million users and they continue to work on it.

When it comes to Steve Jobs, the current CEO of Apple says they have kept his office in Cupertino exactly as he left it. "I literally think about him every day [...] Steve stood for innovation, he stood for the simple, not the complex, he knew that Apple should only enter an area where we could control the primary technology,", explains Tim Cook.

Sleepless nights of Beats

Apple's CEO goes into the story of how he discovered Beats Music Service. He says he was listening and comparing that music subscription to other existing ones and he noticed how human curated music was the way of the future. "Music affects how you feel. It's hard to describe, but you know when you feel it. So I could not sleep that night and I was thinking - We need to do this."

Cook goes on talking about the way Beats sells their headphones and they do their marketing and how Apple will help them achieve a global footprint.

The full interview will be scheduled on PBS in two parts tonight and on Monday. Among other things, the big head of Apple talks about products that no one knows about yet.