Speaking to Brian Williams, Cook dished on what might be coming to Apple soon. He said,
When I go into my living room and turn on the TV, I feel like I have gone backwards in time by 20 to 30 years. It’s an area of intense interest. I can’t say more than that.What does that mean? It means that Apple CEO Tim Cook has basically announced that Apple will be entering the TV market.
It's something that has been rumored for some time, and if things go according to those rumors, Apple TV will no longer be a set-top box, but integrated into high-end televisions.
It's something that Google TV was meant to do -- change the way viewers watch television. Google TV hasn't been a smash hit, however.
Rumors of an Apple television have been around for years. However, last year a quote from the authorized biography of Apple co-founder Steve Jobs drew intense attention. In the book, Jobs told biographer Walter Isaacson that he had cracked the code. Jobs said:
It will have the simplest user interface you could imagine. I finally cracked it.Analysts would love such an Apple HDTV. For one, Piper Jaffray analyst Gene Munster, who has a $900 price target for the stock, has long been a fan of the idea. In August of 2010, he predicted that Apple TV could be a stepping stone to a $2,000 all-in-one television. Munster estimated that such an Apple HDTV could generate $2.6 billion in revenue in its first year on the market.