For months, years even, rumors have suggested that Apple has plans to create a new kind of TV, one powered by Siri and, likely, with its own operating system and Internet connection. Still, we’ve only seen updates to the firm’s set top box, the Apple TV, which the company has repeatedly called a “hobby.” In a recent interview with NBC, however, Tim Cook revealed that Apple’s plan to dominate the living room is actually very real.
“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,” Cook said. “It’s an area of intense interest. I can’t say more than that.” He’s right, too. For most of us without connected TVs or crazy 3D setups, the TV is ancient feeling. The software is terribly slow and ugly, the remote control has tons of buttons and should be simplified and most consumers probably still struggle trying to get the set top box, the TV and their stereo working properly.
Imagine what Apple — famously known for the power and simplicity of its products — could do to change that? Steve Jobs even said he had finally “cracked” the problem with our existing TVs and said Apple’s will have “the simplest user interface you could imagine.”
Unfortunately, Cook didn’t say when Apple’s TV will launch. We’re hoping it happens in 2013.