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Apple TV is an area of intense interest
Apple: TV is an area of intense interest

30 May 2012 | Rasmus Larsen |

Apple’s new CEO, Tim Cook, spoke at the D10 conference yesterday. Cook revealed that Apple has dramatically increased sales of their Apple TV box. He also said that Apple TV ”is an area of intense interest”

Apple TV sales more than double

Last year, Apple sold 2.8 million Apple TV boxes but after releasing the new 1080p Apple TV box, Apple has seen sales dramatically increase. They have sold 2.7 million in the first 5 months of 2012 alone. The Apple TV 1080p was released in March.

The new Apple TV with 1080p
Apple has sold 2.8 million of the 1080p Apple TV box so far


Tim Cook still refers to the Apple TV as a small project but sees great potential. He says:
- ”This is an area of intense interest for us. Many of us, the TV that we do watch, is almost exclusively on the Apple TV. That’s what my TV watching is. All of my movies, everything is coming through Apple TV,”

Tim Cook obviously dodged all questions about an actual TV set but he did hint that Apple is putting a lot of thought into the prospects. Most noticeably he says (about TVs):
- ”Many people would say: this is an area in their life that they aren’t pleased with. They might not be pleased with many things about it. The whole TV experience. It's an interesting area. We'll have to see what we do. Right now our contribution is Apple TV,”

AirPlay on Apple TV
With AirPlay the iPad can act as a controller and the TV screen as a gaming console via Apple TV


When asked about Apple’s plans to enter the game console market, Tim Cook declined and said that Apple has no plans to enter the ”traditional game console” market. However, he did say that ”it could be interesting” to bring the gaming experience to televisions. A full-fledged Apple TV could enter the gaming world through apps or by utilizing AirPlay – and that is one of the expected components in an Apple HDTV.

See the part of the interview with the TV thoughts below or see all eight parts of the interview here.




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