Washington, May 31 (ANI): Apple chief executive Tim Cook has hinted that the tech giant is working on the much rumoured iTV.
Speaking at the renowned All Things Digital conference in the US, Cook said technology for televisions was of 'intense interest', although he stressed Apple's efforts would unfold gradually.
Analysts believe that Apple may unveil a TV-based device in late 2012 or 2013 that has the potential to shake up the cosy television content and distribution industry the way the iPod and iPhone disrupted music and mobile content.
According to Sky News, Cook steered clear of commenting on that issue directly, but referring to Apple's existing television set-top box product, he said 'this is an area of intense interest for us.'
"We're going to keep pulling this string and see where it takes us," the report quoted Cook, who took the helm from late Apple founder Steve Jobs last year, as saying.
Apple has long referred to Apple TV, boxes that route content from the Internet to television screens, as a hobby.
On that very subject, Cook, however, told the annual gathering that 'Apple is not a hobby kind of company'
"We're not a hobby kind of company, as you know. The company tends to put a lot of wood behind a few arrows. We've stuck to this," the report quoted him, as saying. (ANI)
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