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Apple's Tim Cook suggests TV ambitions



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Apple has great ambitions on television.


Sarah Tew / CNET

Apple is definitely working on something when it comes to TV ̵

1; but it's still unwilling to tell us about it.

CEO Tim Cook on Tuesday hinted Apple's ambitions, but, in typical Cook fashion, did not reveal any specifics.

"Last year, we hired two highly respected TV managers who have been here for several months now, working on a project that we do not really want to share … all the details on that yet." Cook said during a call with analysts. "But I could not [more] be excited about what's going on there."

He added that Apple has "great talent in the area that we get from different places and feel really good about what we will eventually offer." , "

In the past year, Apple has been continually announcing the original content it produces – including a multi-year partnership with Oprah – but has not yet revealed where this content will go to. Some of his early shows, such as "Planet of the Apps, " debuted on the Apple Music Service, but it is widely expected that Apple will release something new for this content, and it is unclear whether this will be a streaming video service which would compete with Netflix, Hulu, Amazon Prime, and others, or another model, such as a large package of services that includes Apple Music.

The company had one year ago Sony's Jamie Erlicht and Zack Van Amburg Pictures Television was hired to oversee "all aspects of video programming." Both were responsible for shows such as "Breaking Bad," "The Crown," and "Rescue Me."

In the beginning From Apple TV, the company positioned its streaming media box as a "hobby". But it's not a hobby anymore. Apple does not announce the sales of Apple TV, but Cook recorded sales and sales in the third quarter, which ended June 30, "very, very strong double-digit". Later this year, Charter Communications will offer Apple 4K TV to its subscribers.

Apple, Netflix, and others have benefited from cable cutting as consumers decline their traditional cable subscriptions for smaller streaming bundles. On-demand TV services such as Netflix, Amazon Prime and Hulu offer thousands of videos to stream on demand, while services such as Sling TV, DirecTV Now and YouTube allow you to watch live TV over the Internet. Increasingly, Apple TVs, Roku boxes and Chromecasts are being used to watch this content. [Tuesday] Cook said he expects that cutting strings will "speed up much faster" than commonly thought.

"And so we are really happy to work on something, we just are not ready to talk about it in detail today," he added.

Also on Tuesday, Apple reported unexpectedly good results for the third quarter . Sales for the fourth quarter are expected to grow faster than expected by Wall Street, suggesting a strong iPhone launch in September. Turnover in the service business increased for the second quarter in a row by 31 percent.

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