Tim Cook: Apple Is Serious About Making a Big TV Splash

Apple (NASDAQ:AAPL) has finally reacted to all the speculation about a high-definition television set from the company, with chief executive Tim Cook saying it was a subject of focus for the company. “This is an area of intense focus for us,” Cook said during an on-stage interview at the D10 conference in Rancho Palos Verdes, California. “We’re going to keep pulling this string and see where it takes us.”

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The speculation had first started after Apple co-founder Steve Jobs told his biographer last year that he had “finally cracked” how to build a game-changer TV. It gathered pace after several analysts and supply sources spoke of the product possibly being in manufacturing already. Piper Jaffray analyst Gene Munster said Apple may unveil the product this year and release it in 2013.

While Cook did not answer the specific question on whether the company was already making a television set, he also added that Apple already had good relationships with content owners. Apple already sells a $99 set top box called Apple TV that streams Netflix (NASDAQ:NFLX) and other content.

“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?” Cook said in response to a question about improving the television experience for consumers. “Can we make a significant contribution, far beyond what others have done in this area? Can we make a product that we would want?”

Jobs’ comments had led to people believing that any television product Apple created would have a simple user interface and that it would wirelessly synchronize content with the company’s other devices. Other recent rumors have suggested that the device may have Siri integration and FaceTime capabilities.

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