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Apple CEO hints at a future in TV

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Tim Cook, Apple's CEO, has recently hinted that, whilst the company has recently made its first big reveals of the year in the shape of last week's unveiling of the iPhone 6, iPhone 6 Plus and Apple Watch, there might still be a few tricks left up their sleeve before the year is out. In a recent interview, Cook revealed that Apple were working on products that “No one knows about and haven't been rumoured about yet” and also lamented how he believed that television was still essentially “Stuck in the 70s,” which leads up to believe the electronics giants could be looking to bring television kicking and screaming into the 21st century.

Tim Cook revealed that Apple were working on products that “No one knows about and haven't been rumoured about yet.”

Cook, who spoke on the US Charlie Rose Show about everything from his predecessor Steve Jobs to the controversial recent iCloud hack, said “The hardest decisions we make are the things not to work on.” He also added that he was weary of the company becoming a 'jack of all trades', stating, “There are lots of things we would like to work on that we are interested in but we know we can't do everything great.”

An excerpt from Tim Cook's Charlie Rose interview

When it comes to the reveal regarding Apple's future in the TV market, however, Cook admitted that TV was something the company “Continue to have great interest in.” He also let slip his thoughts on the current state of television; essentially that whilst everything else in the living room has changed dramatically over the years, watching television is “Almost like rewinding the clock.” He also added “The interface is terrible, I mean it's awful. You watch things when they come on unless you remember to record them,” perhaps suggesting that the companies foray into television would include a revolutionary rethinking of the way we interact with our televisions? He did insist that they had already taken steps into the field with Apple TV, which now has over 20 million users, exceeding the “Hobby label” they initially placed on it.

There are lots of things we would like to work on that we are interested in but we know we can't do everything great.”

Keen Apple fans believe that a new product is almost certain to be announced before the end of 2014, though concede that the most likely candidate is a new iPad. That's not to say a new Apple TV or even an Apple Television Set has been completed ruled out though. For now, however, the focus for the company is very much on the iPhone 6, which launches globally thiss wee on the 19th of September. The release has been delayed in China because, according to an Apple spokesperson “There are some details which are not ready.” Vendors in China feel understandably let down and the move is thought to have left the nation's mobile carriers significantly out of pocket.

Official Apple Website

Benjamin Hiorns is a freelance writer and musician from the UK who “Went Mac” about a decade ago and never intends to go back.

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