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| Image via CrunchBase |
Apple CEO Tim Cook offered some hints about
the direction of Apple TV, as part of his much-circulated Feb. 14 keynote at the
Goldman Sachs Technology and Internet Conference in San Francisco.
After cautioning that he “wouldn’t want to
go into detail about future stuff,” Cook conceded that “we need something that
could go more main market for it to be a serious category.” In the past, he’s
referred to Apple TV, whose latest iteration is a palm-sized device that
facilitates streaming content to the user’s television set, as a “hobby.”
Indeed, Apple apparently regards the
initiative in its current form as something less than its other devices. “The
reason we call it a hobby is that we don’t want to send a message to you or our
shareholders that we think that the market for it is the size of our other
businesses,” he said, according to an edited transcript published by Fortune. “We
don’t want to send the signal that we think the leg of that stool is of equal
length” as that of the Mac, iPad, and iPod businesses.
If you believe the rumors, though, Apple is
prepping a device that could elevate its television aspirations to a whole new
level: an actual television set, possibly for release in late 2012.
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