Apple Chief Executive Tim Cook, speaking at a technology conference, said television technology is of "intense interest" to the company, but added that any move by Apple into the TV space will be gradual, reports Reuters.
It’s been speculated that Apple would unveil a TV-based device in 2012 or 2013, but Cook didn’t comment on the issue directly, the story notes. Asked directly whether Apple was working on a TV set, Cook said he wasn’t going to answer the question.
Apple already offers a $99 set-top box called Apple TV that streams content from Netflix and other sources, the story notes.
Asked how Apple views how it might improve the TV experience for consumers, Cook answered, "Here’s the way we would look at that, not just at this area but other areas, and ask can we control the key technology?" He added, "Can we make a significant contribution, far beyond what others have done in this area? Can we make a product that we would want?"