Transcript of Tim Cook’s Appearance at Goldman Sachs Technology Conference

Regarding Apple TV:

Apple doesn’t do hobbies as a general rule. We believe in focus and only working on a few things. So, with Apple TV however, despite the barriers in that market, for those of us who use it, we’ve always thought there was something there. If we kept following our intuition and kept pulling the string, we might find something that was larger. For those people that have it right now, the customer satisfaction is off the chart. We need something that could go more main-market for it to be a serious category.

No hint from Cook, though, whether he thinks Apple has figured out what that “something” could be.

Note too how Cook emphasizes the centrality of iCloud to Apple’s strategy for the coming decade.

★ Wednesday, 15 February 2012