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.