Apple, to Redefine the Television Set

Apple TV

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Apple CEO Tim Cook fired the speculation that the company plans to build a full-fledged television set in the future. He even made a comment that current television sets are outdated pieces of technology.

Tim Cook: Hinting an Apple TV Release

While the rumor mill continuously churns out speculations about Apple TV, Tim Cook made the strongest hint about the purported device in an interview with Brian Williams of NBC’s Rock Center. In an interview, which aired last night, the CEO said that they have big plans for the living room.

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. It’s an area of intense interest. I can’t say more than that.

Cook’s comments are the strongest clue yet, which indicates that the Cupertino-based company would be working on a television set. In fact, it was rumored that the device is already in the works.

Prior to this, the CEO has used the words “intense interest” to refer to their Apple TV set-top box. The set-top box is an existing accessory that streams movies, TV shows, and other content.

Previous Apple TV Rumors

Rumors about an Apple TV have persisted for years, but they gained traction late last year after the authorized biography of late Apple co-found Steve Jobs was released. According to his biographer, Walter Isaacson, Jobs has “finally cracked” the secret to building a television.

It was followed by a report by USA Today last January, wherein the company’s lead designer Jony Ive is said to have a “slick” 50-inch prototype TV set inside his secured design studio in California. Additionally, there were claims that Apple is aiming to build televisions that 42 inches or larger in size with built-in Wi-Fi connectivity.

Piper Jaffray’s Gene Munster has long been a proponent for an Apple television. Last month, he made a prediction that an Apple TV would be included in a three core launches that the company is set to kick off next year. The television set will be joined by a refreshed iPhone and updated iPad lineup.

Munster also added that the Apple TV will be priced between $1,000 and $2,000. It will also feature screen sizes between 42 inches and 55 inches. Moreover, he believed that the device would go on sale during the 2013 holiday shopping season.

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