“Our whole role in life is to give you something you didn’t know you wanted.”
Apple CEO Tim Cook made an interesting comment during yesterday’s interview with the NBC when Rock Center anchor Brian Williams pressed him to disclose details about a potential television product coming out of Apple in the near future.An elusive product that remains to be confirmed by the company at 1 Infinite Loop, the iTV has been a tantalizing prospective for pundits and analysts alike. How will it work? Will it revolutionize the industry?
These are just a few questions asked every day by technology bloggers and even high-profile journalists like NBC’s own Brian Williams. The big question, however, is “Will Apple eventually do it?”
“It’s a market that we see, that has been left behind,” Cook told Williams, dodging the question as he knew best.
He then threw in a reference to one of his favorite TV shows that he watched as a kid, which evidently tells us a thing or two about Cook’s vision and, implicitly, Apple’s direction.
“You know, I used to watch ‘The Jetsons’ as a kid. I love ‘The Jetsons.’ We’re living ‘The Jetsons’ with this,” he said grabbing his iPhone. “It’s an area of intense interest. I can’t say more than that.”
He also said, “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.”
If that’s not enough to convince anyone that Apple is looking to revamp the TV experience, we don’t know what is.
Cook insisted that he couldn’t confirm any of his company’s future plans regarding the expansion of its TV business, currently labeled as a hobby internally.
Apple sells a $99 / €99 set-top box that connects to the Internet and fetches mostly recorded shows. Apple is yet to touch live TV, which is essential to sell a 50-inch display.
Finally, the CEO suggested we can expect anything from Apple.
“Our whole role in life is to give you something you didn’t know you wanted. And then once you get it, you can’t imagine your life without it. And you can count on Apple doing that.”