Apple CEO Tim Cook has said the technology giant remains interested in TV, but that the medium is stuck in the past.
Speaking on US PBS series The Charlie Rose Show, Cook said: “Think about how much your life has changed, and all the things around you that has changed.
“And yet TV, when you go in your living room to watch the TV, or wherever it might be, it almost feels like you’re rewinding the clock and you’ve entered a time capsule and you’re going backwards. The interface is terrible. I mean, it’s awful.”
However, the Apple boss said the company, which has invested in its own Apple TV product that counts about 20 million users, retains a ‘great interest in’ TV and will continue to develop and refine services for the medium.
Cook was evasive in the interview when asked about Apple’s future TV plans. “I don’t want to get into what we’re doing in the future,” he said. “We’ve taken stabs with Apple TV, and Apple TV now has over 20 million users, so it has far exceeded the hobby label that we placed on it.”
He added: “We’ve added more and more content to it this year, so there’s increasingly more things that you can do on there.”