Tim Cook at D11: Apple Television - There is a Grand Vision
At the D11: All Things Digital conference in Rancho Palos Verdes, California, Walt Mossberg and Kara Swisher sat down with Apple CEO Tim Cook to ask him questions on a number of topics. The discussion unsurprisingly included the much rumored Apple branded television set and the overall TV experience, which Cook said "could be better."
When questioned about whether or not content deals were holding up the possibility of an Apple television, Cook declined to comment, but he did reiterate that television is an area of intense interest for Apple.
I don't want to go into detail, but it continues to be an area of great interest for us. The product and relationships we've built provide a lot more knowledge than we would have otherwise. And popularity has been larger than we thought, and we aren't marketing it.
Cook again declined to comment when pressed once more about Apple's future television plans, but he did confirm that there is a "grand vision" in place.
After Walter Isaacson's biography of Steve Jobs was published with a passage on Jobs' desire to revolutionize the television industry, speculation about a possible Apple "iTV" ramped up.
Rumors flew about the iTV throughout 2012, but slowed down towards the end of the year as no solid hints about the product materialized, and few additional details have emerged. Most recently, an April rumor suggested that a 60-inch iTV might launch in late 2013.
During the interview Cook also revealed that interest in the current Apple TV remains strong, with 13 million total set top boxes sold all together. Cook's full commentary can be found in our coverage, available here.
Popular Stories
Apple's online store is going down for a few hours on a rolling country-by-country basis right now, but do not get your hopes up for new products.
Apple takes its online store down for a few hours ahead of Black Friday every year to tease/prepare for its annual gift card offer with the purchase of select products. The store already went down and came back online in Australia and New Zealand, ...
Apple recently teamed up with Japanese fashion brand ISSEY MIYAKE to create the iPhone Pocket, a limited-edition knitted accessory designed to carry an iPhone. However, it is now completely sold out in all countries where it was released.
iPhone Pocket became available to order on Apple's online store starting Friday, November 14, in the United States, France, China, Italy, Japan, Singapore, ...
We've been focusing on deals on physical products over the past few weeks, but Black Friday is also a great time of year to purchase a streaming membership. Some of the biggest services have great discounts for new and select returning members this week, including Apple TV, Disney+, Hulu, Paramount+, Peacock, and more.
Note: MacRumors is an affiliate partner with some of these vendors. When...
While all Macs are now powered by Apple's custom-designed chips, a new rumor claims that Apple may rekindle its partnership with Intel, albeit in a new and limited way.
Apple supply chain analyst Ming-Chi Kuo today said Intel is expected to begin shipping Apple's lowest-end M-series chip as early as mid-2027.
Kuo said Apple plans to utilize Intel's 18A process, which is the "earliest...
Apple's first foldable iPhone is expected to launch alongside the iPhone 18 Pro models in fall 2026, and it's shaping up to include three standout features that could set it apart from the competition.
The book-style foldable will reportedly feature an industry-first 24-megapixel under-display camera built into the inner display, according to a recent JP Morgan equity research report. That...
Apple's disappointing iPhone Air sales are causing major Chinese mobile vendors to scrap or freeze their own ultra-thin phone projects, according to reports coming out of Asia.
Since the iPhone Air launched in September, there have been reports of poor sales and manufacturing cuts, while Apple's supply chain has scaled back shipments and production.
Apple supplier Foxconn has...
Cellular carriers have always offered big savings on the newest iPhone models during the holidays, and Black Friday 2025 sales have kicked off at AT&T, Verizon, T-Mobile, and more. Right now we're tracking notable offers on the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air. For even more savings, keep an eye on older models during the holiday shopping season.
Note: MacRumors is...
