∞ Apple exec: Apple TV "still a hobby"

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It may not be what those of us that use Apple TV all the time wanted to hear, even if we knew it was the truth. Apple’s COO Tim Cook on Tuesday summed up how Apple feels about the device.

“Apple TV is still a hobby,” Cook said at the Goldman Sachs annual tech conference. “We’ve been very clear about that.”

First reported by AppleInsider, Cook said Apple considers it a hobby product because its sales don’t match those of the iPod, iPhone or computer. While the news may not be good today, the product isn’t dead.

Cook confirmed that Apple will continue to invest in the Apple TV because they believe “something’s there.”


  • Kvanh

    grrr, something would be there more if they worked on it. It could really benefit from a bumped up CPU (A4 maybe?), more memory and bigger hard drive. And a rethink on a lot of the interface. The basic capabilities are there, just not how they're all pieced together.

    • http://intensedebate.com/people/jdalrymple Jim Dalrymple

      I use mine all the time and I'm positive I'd use it more as the features and content grew. I'm sure there are plans they aren't talking about, but I had hoped for more.

    • Lucas

      the thing is that it's not the hardware that is the problem. its the content. or rather lack of. something like this rumored $30 a month tv subscription plan, especially if there were more networks involved and in agreement not to hold back episodes until the DVD release, would provide the ATV with a huge content boast.

  • Rok Johnson

    "So remind me why I'm paying close to $100US / month for DirectTV?!?"

    Sports!

    • Lucas

      yes but places like Youtube are working on streaming live sports.

  • Rok Johnson

    AppleTV being a hobby is just another way of saying that they don't expect to make money on it yet. Investors shouldn't expect AppleTV to provide any returns. A hobby is simply something that we are willing to invest considerable time and money into but not expect any real financial returns.

    • Lucas

      Exactly, this is just a way to tell all the naysayers to shut it cause they aren't trying to fund the company off this product. It's an experiment of sorts.

  • http://www.facebook.com/jamesgowan James Gowan

    Double standard, IMO.

    Jobs gets up on stage and claims that (and I'm paraphrasing, Quote Police): "Unless we can create something in between a smart phone and a laptop that can do some keys things better, it has no reason for being".

    So, in this sense, does AppleTV have a reason for being? It's an admitted hobby. Hobbies should be left in the laboratories until they're ready. And in this case, Ready for Prime Time.

    I have a problem with Apple and this device. I really want one, but I want it to record television. I want to be able to connect my other Apple devices and bring these recorded shows along with me. But, they won't do this. They don't want to lose money for Movie and TV downloads and they don't want to piss off the TV and Movie studios. Ugh. I don't see why it should matter. Everyone has a DVR these days so people are saving these shows for later viewing. Just as long as Apple doesn't include software that would allow editing out the commercials, I don't understand what the big deal is.

    Apple would have to agree to provide TV scheduling for devices around the world, which would have to be a huge task, but if anyone could do it, Apple could.

    I think Recording TV is where they need to go. I think Hardware sales would more than make up for lost movie/tv downloads from iTunes.